|ognizant Communication Corporation|
(Formerly FESTIVAL MANAGEMENT & EVENT TOURISM)
VOLUME 12, NUMBER 2
Event Management, Vol. 12, pp. 53-66
1525-9951/08 $60.00 + .00
Copyright © 2008 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.
RV and Camping Shows: A Motivation-Based Market Segmentation
Carla Barbieri,1 Edward Mahoney,2 and Robert Palmer3
1Department of Parks, Recreation and Tourism, University
of Missouri, Columbia, MO, USA
2 Department of Community, Agriculture, Recreation and Resources Studies, Michigan State University, East Lansing, MI, USA
3 Bishop's University, Sherbrooke, QC, Canada
Consumer shows are widely used throughout the world by recreational organizations. Although their use is rampant, little empirical research has been completed to understand the motivations of visitors they attract. The main purpose of this study was to identify different segments of visitors attending RV and camping shows based on the underlying dimensions of their motivations. A total of 411 attendees to four RV and camping shows conducted in Michigan during 2005 were surveyed. Factor analysis performed on the motivations for attendance showed five underlying dimensions for show attendance while subsequent k-means cluster analysis distinguished five segments of visitors. Chi-square and ANOVA tests revealed that these market segments are significantly different regarding their purchase cycle stage, product usage, and show behavior. Recognition of different types of show customers have important marketing implications, especially regarding customer retention and market development, which this article discusses.
Key words: RV and camping industry; Consumer show; Market segmentation; Factor/cluster analysis; Event management
Address correspondence to Carla Barbieri, Department of Parks, Recreation and Tourism, University of Missouri, 105C Anheuser-Busch Natural Resources Building, Columbia, MO 65211, USA. E-mail: BarbieriC@missouri.edu
Comparing Perceptions of Event Management Curriculum: A Factor-Correspondence Analysis
Kyong Mo Lee,1 Myong Jae Lee,2 and Hee Jung Kim1
1Department of Events Management, College of Tourism Science,
Kyonggi University, Kyonggi-do, Korea
2The Collins College of Hospitality Management, California State Polytechnic University, Pomona, CA, USA
This study aims to provide some insights into the current status of event management curriculum in Korea as perceived by major stakeholders in event management higher education: industry professionals, students, and educators. Responses to 408 questionnaires were analyzed using factor-correspondence analysis. The factor analysis finds three most important dimensions of event management curriculum: Event Planning & Operations, Event Sponsorship and Marketing, and Field Experiences. A correspondence analysis further exhibits the relationship between major stakeholders and the curriculum factors. The implications for event management higher education are also presented.
Key words: Event management curriculum; Factor-correspondence analysis
Address correspondence to Myong Jae Lee, Ph.D., Assistant Professor, The Collins College of Hospitality Management, California State Polytechnic University, Pomona, 3801 West Temple Avenue, Pomona, CA 91768, USA. Tel: 909-869-3158; E-mail: firstname.lastname@example.org
What Makes a Good Festival? Understanding the Event Experience
School of Services Management, Bournemouth University, Talbot Campus, Dorset, UK
This article explores the nature of extraordinary experiences through a netnographic analysis of the views of committed attendees at the 2005 Sidmouth Folk Festival. After uncertainty over finance and the withdrawal of the previous event management company, the festival eventually went ahead under a different, collaborative organization and on a reduced scale. The new format was vigorously debated by posters to an Internet message board, Mudcat Cafe, providing a wide-ranging and unprompted set of opinions on the criteria for a successful festival. To provide a framework for analyzing these responses, a holistic prism model was developed from the literature to bring together the main external and internal elements of the festival experience: "Design and Programming," "Physical Organization," "Social Interaction," "Personal Benefits," "Symbolic Meanings," and "Cultural Communication." This was used to analyze the messages and explore the way in which festival-goers evaluate their experience. The findings support the view that festivals provide a space and time away from everyday life in which intense extraordinary experiences can be created and shared. These are evaluated through a subjective response to the whole event, interpreted within the broader narrative context of the consumer's life and their values.
Key words: Consumer experience; Extraordinary experiences; Festival and event management; Netnography; Event evaluation and satisfaction
Address correspondence to Michael E. Morgan, School of Services Management, Bournemouth University, Fern Barrow, Poole, Dorset BH12 5BB, UK. Tel: 00 44 1202 965174; Fax: 00 44 1202515707; E-mail: email@example.com
Projecting an Image: Film-Induced Festivals in the American West
Tourism Research Unit, Monash University, Melbourne, Australia
Film and television are major forces in shaping destination image and encouraging tourism visitation. A growing literature reports on how film and television either directly attract tourists or are incorporated into destination marketing campaigns. However, there has been little research examining how film and television may be used in festivals and events and how destinations may actively use such festivals as a medium for creating their destination image. This article considers film-induced festivals in the small American towns of Lone Pine and Jamestown. Both have been extensively used as film locations since the 1920s, primarily for Westerns. Lone Pine has been the location for over 350 films, and Jamestown has been the location for 150 films. Through film-themed festivals, these towns have reshaped their destination images as idealized and romanticized Western locales. In contrast, other aspects of their heritage have been downplayed, causing some dissonance between stakeholders.
Key words: Festivals; Heritage; Westerns; Film-induced tourism; Authenticity
Address correspondence to Warwich Frost, Department of Management, Monash University, Berwick Campus, PO Box 1071, Narre Warren, VIC 3805, Australia. E-mail: warwick.frost@BusEco.monash.edu.au
Innovation in Pop Festivals by Cocreation
Bob Van Limburg
International Business School, Hanze University of Applied Science, Groningen, Netherlands
Cocreation, the latest marketing development concept using experienced lead users, their companies, and their communities were the foundation of this study. Cocreation adds a new dimension into the marketing policy of a company, thus developing the ultimate product or service. The lead user analysis method of von Hippel, involving three steps, was followed in order to do explorative research about applying cocreation within the multiday pop festival branch. First the trends within this branch were identified. The next steps were to locate the lead users and then to analyze their experiences. Useful tools within this explorative research are communities, which are used to gain information of lead users. The experiences of lead users in the multiday pop festival branch showed the problems and needs in this branch. These findings are both scientific and practical. The scientific contribution is the question for more research of cocreation stimulating environments. The other scientific finding is the quest for research in order to make the lead user a better lead user and so more of value to a firm. The practical contribution is the delivery of a seven-step model festival managers can use to implement cocreation in their festival.
Key words: Festivals; Cocreation; Value creation; Pop festivals; Events; Consumer behavior; Experience marketing
Address correspondence to Bob van Limburg, International Business School, Hanze University of Applied Science, PO Box 30030, 9700 RM Groningen, Netherlands. E-mail: firstname.lastname@example.org