Market Segmentation by Activity Preferences: Validation of Cultural Festival Participants

Abstract

The main purpose of this study was to determine the underlying dimensions associated with activities undertaken by festival visitors and to discover any significant differences in these dimensions by distinct types of visitors attending a national cultural festival. A total of 335 participants obtained by a systematic random sampling method were used for analysis. Factor analysis delineated five possible activity factors and K-means cluster analysis distinguished three distinct groups of visitor. To examine the validity of the clusters, analysis of variance and discriminant analysis were performed. The results of the two analyses showed that there were significant differences in the three clusters on the activity factors. Additionally, the chi-square statistic revealed that the three clusters were substantially different in age, total spending, and past visit. Based on the significant findings, marketing implications and recommendations are discussed.