Assessing the Viability of Repeat Visitors to Cultural Events: Evidence from the Zora! Festival

Keywords

repeat visitation, cultural events, expenditures

Abstract

This study examines the value of repeat visitors to a cultural festival in terms of expenditures, behavioral intentions, length of stay, and visitation patterns. This analysis is based on an intercept survey that yielded a sample of 1110 visitors. The results confirm the greater viability of repeat visitors over first-timers in all of the aspects that were investigated, as well as identifying and distinguishing the profiles and festival-related characteristics for the two segments. This article discusses the findings and their implications for festival management and emphasizes the relevance in conducting similar marketing studies for cultural events.

Publication Date

5-28-2009

Original Citation

Shani, A., Rivera, M., Hara, T. (2009). Assessing the Viability of Repeat Visitors to Cultural Events: Evidence from the Zora! Festival. Journal of Convention & Event Tourism, 10:2, 89-104.

Number of Pages

89-104

Document Type

Paper

Language

English

Source Title

Journal of Convention and Event Tourism

Volume

10

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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