ognizant Communication Corporation

EVENT MANAGEMENT
(Formerly FESTIVAL MANAGEMENT & EVENT TOURISM)

ABSTRACTS
VOLUME 13, NUMBER 1

Event Management, Vol. 13, pp. 1-15
1525-9951/09 $60.00 + .00
Copyright © 2009 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation

Karen Thompson1 and Peter Schofield2

1Department of Hospitality and Tourism Management, University of Strathclyde, Glasgow, Scotland
2School of Business, University of Salford, Salford, Greater Manchester, UK

The analysis of visitor motivation for attending festivals, as a basis for segmentation, is an important prerequisite for targeting markets, planning festival programs, and product positioning. This study used factor analysis and identified five motivation dimensions for visitors attending the 2005 Naadam cultural festival in Mongolia. A cluster analysis on the five factors produced five stable motivation segments: multipurpose seekers; indifferent; culture and sport seekers; togetherness, socialization, and sports seekers; and socialization and local event seekers. Significant associations between motivation clusters and visitor age and type were identified, although there was no significant interaction between the clusters and visitor type with respect to overall satisfaction. The results are generally consistent with the outcomes of previous research on festival and event motivation in Europe and North America, suggesting universality of core themes. However, unique combinations of motivation dimensions suggests that further research is required to develop understanding of variable interaction.

Key words: Motivation; Segmentation; Factor-cluster analysis; Cultural festival; Mongolia; Naadam

Address correspondence to Karen Thompson, Department of Hospitality and Tourism Management, University of Strathclyde, Glasgow, Scotland G4 0LG; E-mail: karen.thompson@strath.ac.uk




Event Management, Vol. 13, pp. 17-29
1525-9951/09 $60.00 + .00
Copyright © 2009 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

An Investigation of Predictors of Satisfaction and Future Intention: Links to Motivation, Involvement, and Service Quality in a Local Festival

Joohyun Lee and Cheryl Beeler

Department of Sports Management and Recreation Management, Florida State University, Tallahassee, FL, USA

This study examines the relative weights of motivation, involvement, service quality, and demographics on satisfaction and future intention. A set of sequential multiple regression analyses were performed to determine if the addition of information regarding motivation, service quality, and involvement improved prediction of satisfaction and future intention beyond that afforded by differences in demographic variables among local festival attendees. The findings suggest that motivation, service quality, and involvement are significant predictors of satisfaction and future intention. Service quality is the strongest predictor of satisfaction and future intention, followed by involvement and motivation.

Key words: Motivation; Service quality; Involvement; Satisfaction; Future intention

Address correspondence to Joohyun Lee, Assistant Professor, Department of Sports Management and Recreation Management, 112 Tully Gym, Florida State University, Tallahassee, FL 32306, USA. Tel: (850) 644-3061; Fax: (850) 644-0975; E-mail: jlee@coe.fsu.edu




Event Management, Vol. 13, pp. 31-41
1525-9951/09 $60.00 + .00
Copyright © 2009 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

An Analysis of the Motivators and Inhibitors Affecting Association Meeting Attendance for Generation X and Baby Boomers

Jill Fjelstul, Kimberly Severt, and Deborah Breiter

Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA

The objective of the study was to compare the similarities and differences between the inhibitors and motivators of Generation X and Baby Boomers in regard to conference attendance. Specifically, conference attendance motivators and inhibitors were explored and reported. The results will be useful to association managers and conference planners as they design programs for their members to best meet their professional needs.

Key words: Associations; Baby Boomers; Conference attendance; Generations; Generation X

Address correspondence to Jill Fjelstul, Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, USA; E-mail: fjelstul@mail.ucf.edu




Event Management, Vol. 13, pp. 43-52
1525-9951/09 $60.00 + .00
Copyright © 2009 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Match Day Security at Australian Sport Stadia: A Case Study of Eight Venues

Thomas J. Cieslak II

Center for Spectator Sport Security Management, The University of Southern Mississippi, Hattiesburg, MS, USA

Due to the continuing threat of sport-related terrorism, venue managers need to develop, maintain, and improve match day security operations. Frosdick and Walley (1999) proposed the use of a strategic vision in sport and safety management to include the three components of strategic analysis, choice, and implementation. The purpose of this case study was to continue the work of Pantera and his colleagues to answer the question "Where are we now?" (i.e., strategic analysis) within the Australian context. Data collection involved the observation of the application of 13 security measures (i.e., basic protection plan) of eight stadia in addition to interviews with eight stadium managers to investigate the application of the 38-item "best practices" checklist. The results indicate that stadium managers were more concerned with the prevention of spontaneous terror and used a traditional Australian framework of risk management, multipurpose stadia had more resources than single-purpose stadia to establish a basic protection plan, and it was a challenge to balance security with the operating budget, spectator enjoyment, and venue personnel stress. Future match day security research, within the Australian context, should focus on establishing "Where do we want to be?" (i.e., strategic choice) and "How do we get there?" (i.e., strategic
implementation).

Key words: Australian sport stadia; Match day security

Address correspondence to Thomas J. Cieslak II, Center for Spectator Sport Security Management, The University of Southern Mississippi, 118 College Drive #10013, Hattiesburg, MS 39406, USA. Tel: (601) 266-6186; Fax: (601) 266-6125; E-mail: thomas.cieslak@usm.edu




Event Management, Vol. 13, pp. 53-68
1525-9951/09 $60.00 + .00
Copyright © 2009 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Sociodemographic and Behavioral Determinants of Visitor Spending at the Klein Karoo National Arts Festival

Martinette Kruger,1 Melville Saayman,1 and Andrea Saayman2

1Institute for Tourism and Leisure Studies, School for Business Management, North-West University (Potchefstroom Campus), Potchefstroom, South Africa
2School of Economics, North-West University (Potchefstroom Campus), Potchefstroom, South Africa

The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa. However, the festival is already in the decline phase of its product life cycle. This leads to serious concerns for its future profitability and sustainability. Given the economic value of the festival, an understanding of expenditure patterns and the determinants influencing spending behavior is vital to the festival marketers/organizers. Therefore, the aim of this article is to investigate the sociodemographic and behavioral determinants that influence visitor expenditure at the KKNK, based on visitor surveys conducted at the festival from 2005 to 2008. Regression analysis was applied to establish the most significant determinants in each year. Results indicate that occupation, distance traveled, length of stay, the reason for attending the festival, and preferred type of shows/productions are significant determinants influencing the amount of money visitors spent at the festival. Not only will these findings generate strategic insights on marketing for the festival, but knowledge of these determinants can also lead to a greater economic impact, as well as a competitive advantage.

Key words: Klein Karoo National Arts Festival; Determinants of spending; Marketing; Regression analysis

Address correspondence to Martinette Kruger, Institute for Tourism and Leisure Studies, School for Business Management, North-West University (Potchefstroom Campus), Private Bag X6001, Potchefstroom, South Africa, 2520. Tel: 082 724 4354; Fax: 018 299 4140; E-mail: 13018493@nwu.ac.za