Segmentation of the spectators attending a festival based on musical preferences
International Journal of Event and Festival Management
ISSN: 1758-2954
Article publication date: 9 October 2017
Abstract
Purpose
The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences.
Design/methodology/approach
In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc single-variate ANOVA analysis.
Findings
The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival.
Practical implications
The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival.
Originality/value
The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.
Keywords
Acknowledgements
The authors of this paper wish to thank the Municipal Performing Arts Institute (Instituto Municipal de Artes Escénicas de Córdoba (IMAE)) for its valuable support in conducting this research.
Citation
Pérez-Gálvez, J.C., Lopez-Guzman, T., Gomez-Casero, G. and Fruet Cardozo, J.V. (2017), "Segmentation of the spectators attending a festival based on musical preferences", International Journal of Event and Festival Management, Vol. 8 No. 3, pp. 346-360. https://doi.org/10.1108/IJEFM-03-2017-0021
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited