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Art festival attendance: Who attends and why with implications on developing future festival attractiveness
McCartney,Glenn1; Ip Si Kei,Dorothy2
2018-05-27
Source PublicationJournal of Convention and Event Tourism
ISSN15470156 15470148
Volume19Issue:3Pages:268-285
Abstract

Art festivals are an increasing part of a destination's event portfolio, asserted by destination marketing and management agencies to hopefully promote community engagement including attracting tourism, trade, and talent to the destination. With art festivals a common annual event feature at destinations, the competition for festival participation has increased, creating a greater need to isolate those festival attributes that are specifically appealing to targeted visitor segments. Examining participant profile and motives to attend the publically funded annually recurring Macau Arts Festival (MAF), the findings of this case study showed mostly community involvement with participants being mainly well educated, middle-aged, and female. While an aim of the festival, international participation in the festival was limited. A factor analysis on motives to attend the festival revealed that while there was common agreement with previous literature on reasons to attend, Macau's cultural background provided increased opportunity for the MAF to differentiate the event. Marketing implications also suggested investigating a communication strategy that could differ between attracting local and international audiences. With a significant cost to public finances, greater scrutiny on the appeal of the festival to specific local and international audiences was recommended to better present the cost to benefit argument for hosting.

KeywordCommunity Outreach Festival Event Marketing Segmentation Participant Motives Repeat Visitation
DOI10.1080/15470148.2018.1460887
URLView the original
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000435723400006
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorMcCartney,Glenn
Affiliation1.Associate Professor in International Integrated Resort Management,Faculty of Business Administration,University of Macau,,Macao
2.Postgraduate student,Faculty of Business Administration,University of Macau,,Macao
First Author AffilicationFaculty of Business Administration
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
McCartney,Glenn,Ip Si Kei,Dorothy. Art festival attendance: Who attends and why with implications on developing future festival attractiveness[J]. Journal of Convention and Event Tourism,2018,19(3):268-285.
APA McCartney,Glenn,&Ip Si Kei,Dorothy.(2018).Art festival attendance: Who attends and why with implications on developing future festival attractiveness.Journal of Convention and Event Tourism,19(3),268-285.
MLA McCartney,Glenn,et al."Art festival attendance: Who attends and why with implications on developing future festival attractiveness".Journal of Convention and Event Tourism 19.3(2018):268-285.
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