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Attendance motivations and visitor segments within a university agricultural festivalAuthor(s): Carla Barbieri; Yasuharu Katsube; Christine Tew
Source: In: Watts, Clifton E., Jr.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2009 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NRS-P-66. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 165-171.
Publication Series: General Technical Report - Proceedings
Station: Northern Research Station
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DescriptionFestivals attract a variety of visitors driven by a complex set of motivations. The objective of this study was to identify and classify motivations for attending the South Farm Showcase (SFS), a university-based agricultural festival in Missouri. The study further developed a motivation-based segmentation of festival visitors and examined their distinct characteristics. Analysis identified two motivation factors (Fun and Entertainment and Theme Identity) and two types of visitors (Entertainment Seekers and Institutional Loyals). Entertainment Seekers and Institutional Loyals differ in their socio-economic characteristics and in their leisure and tourism preferences. Marketing, management, and academic implications of these findings are presented.
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CitationBarbieri, Carla; Katsube, Yasuharu; Tew, Christine. 2010. Attendance motivations and visitor segments within a university agricultural festival. In: Watts, Clifton E., Jr.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2009 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NRS-P-66. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 165-171.
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