BENEFIT SEGMENTATION OF VISITORS TO A RURAL COMMUNITY‐BASED FESTIVAL

Figures & data

Table 1. Summary of Selected Studies of Festival and Event Motivation

Researcher	Motivational Factors (in descending order)	Type of Event
Schofield & Thompson, 2007	Cultural exploration, togetherness, socialization, sports attraction, local special events	International sports event
Chang, 2006	Equilibrium recovery, festival participation and learning, novelty seeking, socialization, cultural exploration	Aboriginal cultural event
Bowen & Daniels, 2005	Discovery, music, enjoyment	Regional music festival
Yuan, Cai, Morrison, & Linton, 2005	Festival and escape, wine, socialization, family togetherness	Regional wine and food festival
Zyl & Botha, 2004	Family togetherness, socialization, escape, event novelty, community pride, self‐esteem, entertainment, food and beverages, information and marketing, transport	National art festival
Lee, Lee, & Wicks, 2004	Cultural exploration, family togetherness, novelty, escape, event attractions, socialization	International cultural event
Dewar, Meyer, & Wen, 2001	Event novelty, escape, socialization, family togetherness, excitement/thrills	International festival
Lee, 2000	Cultural exploration, escape, novelty, event attractions, family togetherness, external group socialization, known‐group socialization	International cultural event
Formica & Uysal, 1996	Socialization/entertainment, event attraction/excitement, group togetherness, cultural/historical, family togetherness, site novelty	International cultural‐historical event
Crompton & McKay, 1997	Cultural exploration, novelty/regression, gregariousness, recover equilibrium, known‐group socialization, external interaction/socialization	National cultural and sport event
Schneider & Backman, 1996	Family togetherness/socialization, social leisure, festival attributes, escape, event excitement	International event
Scott, 1996	Nature appreciation, event excitement, sociability, family togetherness, curiosity, escape	Urban event
Mohr, Backman, Gahan, & Backman, 1993	Socialization, escape, family togetherness, excitement/uniqueness, event novelty	Regional festival
Uysal, Gahan, & Martin, 1993	Escape, excitement/thrill, event novelty, socialization, family togetherness	Rural festival
Ralston & Crompton, 1988	Stimulus seeking, family togetherness, social contact, meeting or observing new people, learning and discovery, escape from personal and social pressures, nostalgia	Regional event
Note. Based on Li & Petrick, 2006.

Table 2. Socio‐Demographic and Trip‐Related Characteristics of the Respondents

Variables	Percentage	Variables	Percentage
Gender		Distance of Travel (miles)
Male	44.5	1–9	27.7
Female	55.5	10–19	26.6
Education		20–39	23.6
High school drop‐out	1.8	40–49	4.5
High school diploma	41.3	Over 50	17.5
Associate's degree	19.6	Number of Visits
Bachelor's degree	23.2	First visit	33.3
Master's degree	5.2	Multiple visits	66.7
Doctoral degree	1.8	Length of Stay
Age		Day trip	81.8
18–19	8.56	Overnight	17.5
20–24	8.17	Household Income*
25–34	14.79	Under $20,000	8.7
35–44	21.01	$20,000–39,999	8.7
45–49	14.01	$40,000–59,999	15.5
50–54	9.73	$60,000–79,999	15.8
55–64	14.01	$80,000–99,999	11.7
65 and over	9.73	Over $100,000	12.8
Note. *In US$.

Table 3. Motivation Factors of Community‐Based Festival Attendees

Factor	Loading	Eigen value	Variance Explained	Alphas
Escape		4.896	15.299	0.907
To get away from the demands of life	0.793
To have a change from daily routine	0.790
To relieve daily stress	0.750
For a change of pace from everyday life	0.742
To relieve boredom	0.699
Novelty		4.587	14.334	0.905
To increase my cultural knowledge	0.777
To experience local customs and culture	0.741
To experience new and different things	0.666
To see new and different things	0.662
Because of the variety of things to do and see at the festival	0.551
Because the festival is unique	0.511
I am curious	0.504
To visit a place I can talk about when I get home	0.493
Nostalgia and Patriotism		3.614	11.294	0.837
To think about good times I've had in the past	0.679
To celebrate Independence Day with others	0.637
To participate in the games at the festival	0.630
To see the fireworks	0.626
To reflect on past memories	0.586
To see the raising of the Stars and the Stripes (flag)	0.478
Event Excitement		3.071	9.597	0.852
To enjoy the festival crowds	0.709
To see the entertainment	0.562
Because I enjoy attending any festival	0.549
Because it is stimulating and exciting	0.515
To observe other people attending the festival	0.490
To enjoy the festival mood	0.484
It offers excitement	0.419
Family Togetherness		3.003	9.384	0.868
To spend time with my family	0.819
Because I thought the entire family would enjoy it	0.760
To increase family kinship	0.712
Socialization		2.369	7.402	0.751
To be with people who are enjoying themselves	0.734
To be with people who enjoy the same things I do	0.701
To be with my friends	0.400

Table 4. Motivation and Socio‐Demographic Characteristics (F‐Value)

Motivation	Gender	Age	Education	Income
Escape	0.001	0.994	0.385	1.225
Novelty	2.840**	0.993	1.016	1.506
Nostalgia and patriotism	2.946**	1.004	0.868	0.728
Event excitement	0.012	1.083	1.058	1.452
Family togetherness	0.134	4.123*	1.031**	0.406
Socialization	0.042	2.238*	0.520	2.322*
Note. *p < .05; **p < .1.

Table 5. Motivation Factor Means Among Clusters

Motivation	C1	C2	C3	C4	C5
Frequency	33	26	83	43	49
Percentage (%)	14.1	11.1	35.5	18.4	20.9
Escape	0.43	−1.28	0.14	0.74	−0.50
Novelty	−0.43	−0.70	0.84	−0.60	−0.23
Nostalgia and Patriotism	−1.20	−0.23	0.52	0.31	−0.22
Event Excitement	0.13	1.02	0.12	0.19	−‐1.00
Family Togetherness	0.91	−0.06	0.28	−1.08	−0.10
Socialization	−0.76	0.12	0.06	−0.34	0.65

Table 6. Segments by Demographics and Travel Behavior

	Family Travelers	Festival Enthusiasts	Loyal Festival Goers	Escapers	Social Gathering Lovers
Gender
Male	54.8	30.4	42.9	41.0	40.5
Female	45.2	69.6	57.1	59.0	59.5
Age
18–24	6.3	23.1	15.9	31.7	17.8
25–34	21.9	15.4	15.9	12.2	11.1
35–44	37.5	19.2	22.0	12.2	17.8
45–49	9.4	7.7	12.2	12.2	17.8
50–54	6.3	15.4	7.3	9.8	13.3
55 and over	18.7	19.2	26.8	22.0	22.2
Education
High school drop‐out	0	3.8	1.2	2.4	0
High school diploma	42.4	46.2	42.0	34.1	38.6
Associate's degree	21.2	19.2	16.0	24.4	25.0
Bachelor's degree or above	33.3	24.0	28.4	34.1	36.3
Household Income*
Under $39,999	15.2	7.6	20.2	19.5	24.5
$40,000–59,999	15.2	15.4	13.9	14.6	20.0
$60,000–79,999	12.1	19.2	19.0	9.8	13.3
$80,000–99,999	12.1	11.5	13.9	17.1	6.7
Over $100,000	15.2	19.2	13.9	17.1	11.1
Number of Visits
First visit	46.9	20	34.6	34.9	28.6
Multiple visits	53.1	80	65.4	65.1	71.4
Length of Stay
Day trip	90.9	80.8	79.5	76.7	85.4
Overnight	9.1	19.2	19.3	20.9	14.6
Note. *In US$.

Table 7. Perception and Revisit Intention by Segment

Validation Items	F Value	Sig.
This festival provides a unique festival atmosphere	11.87	0.000
There are a lot of things to see and do at this festival	9.20	0.000
There are exciting entertainment opportunities at this festival	11.10	0.000
This festival provides a unique experience to celebrate Independence Day	12.83	0.000
This festival is an ideal festival for a fun day trip	10.13	0.000
This festival provides a quality dining experience for visitors	8.03	0.000
People at this festival are warm and friendly	6.83	0.000
This festival is an ideal festival for family togetherness	4.61	0.001
This festival is my favorite festival	14.03	0.000
I would recommend this festival to my friends and/or relatives	8.73	0.000
This festival is my type of festival	9.67	0.000
This festival is an affordable festival	7.96	0.000
This festival is a regional one	6.50	0.000
This festival is an ideal festival for a romantic getaway	11.23	0.000
This festival is a local one	1.12	0.348
This festival is for people of all ages	2.12	0.079
I feel safe at this festival	4.74	0.001
Revisit Intention	3.785	0.005

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