Contributors

Christine Campagnard

Abstract

The 2019 Curaçao North Sea Jazz Festival (CNSJF) was held during the U.S. Labor Day Weekend between August 29 and August 31. The festival has generated beautiful memories for many and is a compelling magnet for bringing people together. Its sizeable economic contribution, promotional value, and its appeal to new and affluent market segments are the most significant benefits of the CNSJF to the destination. These gripping results make the festival the flagship platform shaping Curaçao's future.

The festival attracted 5,008 international attendees, which spent US$2,522 per trip per person, and US$413 per day per person. Spending per person was 20.4% higher compared to spending at the 2018 festival when spending per day per person was US$343, and 33% more than 2015 (US$311). This spending per person per day is twice as high as the average tourist spending per day (US$171.00).

The 2019 CNSJF's total direct spending is estimated at US$11,005,669, while the total economic contribution of the festival to the island's economy is US$17,121,099. The festival's overall contribution to the island's economy represents two days of Curaçao's GDP output.

The promotional value of the festival is immense, reaching, by one account of the CTB, 22 million potential households in Latin America alone.

Respondents reported that they have a secure emotional connection with the festival expressing brand commitment and loyalty. The festival clearly fulfills the needs of international respondents. Similarly to previous years, overall satisfaction scores exceeded 90%, which is an impressive accomplishment. Respondents' behavioral intentions were also firm revealing intention to return and to recommend the festival to others.

Keywords

Curacao, North Sea Jazz Festival, CNSJF

Prepared For

Fundashon Bon Intenshon; Curacao Tourist Board

Publisher

The Dick Pope Sr. Institute for Tourism Studies

College

Rosen College of Hospitality Management

Publication Date

10-23-2019

Document Type

Report

Format

application/pdf

Language

English

Rights

No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission from the University of Central Florida. All copyright, confidential information, design rights and all other intellectual property rights of whatsoever nature contained herein are and shall remain the sole and exclusive property of the University of Central Florida. The information furnished herein is believed to be accurate and reliable.

Number of Pages

21 p.

Type

article

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