Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation

K.J. Thompson, P. Schofield

Research output: Contribution to journalArticle

27 Citations (Scopus)

Abstract

The analysis of visitor motivation for attending festivals, as a basis for segmentation, is an important prerequisite for targeting markets, planning festival programmes and product positioning. This study identified five motivation dimensions for visitors attending the 2005 Naadam cultural festival in Mongolia, using factor analysis. A cluster analysis on the five factors produced five stable motivation segments: multipurpose seekers; indifferent; culture and sport seekers; togetherness, socialisation and sports seekers; and socialisation 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.
LanguageEnglish
Pages1-15
Number of pages14
JournalEvent Management
Volume13
Issue number1
Publication statusPublished - 2009

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festival
sport
factor analysis
segmentation
positioning
targeting
cluster analysis
market
Profiling
Interaction
Socialization

Keywords

  • motivation
  • segmentation
  • factor-cluster analysis
  • cultural festival
  • Mongolia
  • Naadam

Cite this

Thompson, K.J. ; Schofield, P. / Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation. In: Event Management. 2009 ; Vol. 13, No. 1. pp. 1-15.
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Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation. / Thompson, K.J.; Schofield, P.

In: Event Management, Vol. 13, No. 1, 2009, p. 1-15.

Research output: Contribution to journalArticle

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