Event Market Segmentation: A Review Update and Research Agenda

Abstract

Segmenting target audiences can deliver increases in audiences attending events. An examination of segmentation research progress in the field is needed to assess the extent that researchers are capitalizing on available opportunities. Following the Tkaczynski and Rundle-Thiele framework, this article reviews 90 segmentation articles published from 2010 onwards to examine attendee profiling practices and to assess research practice change over time. Nine research issues have been proposed, which are subsequently discussed. Findings indicate an increase in geographic reach (e. g., Africa and Europe) and a continued dominant focus on on-site self-administered surveys as the data collection method. Both sample sizes and application of multivariate data analysis techniques have increased, and studies are largely employing the same segmentation bases and variables across the two research reviews. Recommendations for future research such as a need for larger sample sizes to warrant segmentation and a greater focus on external validation of segments are outlined.