Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations
The event industry, including festivals, conferences, exhibitions and meetings is developing rapidly and has an important role in developing tourism related activities. The development of special events would be important from different aspects such as improving the residents’ quality of life and in...
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| Format: | Article |
| Language: | fas |
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University of Isfahan
2017-05-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://nmrj.ui.ac.ir/article_21453_bf6dc522a9644a4965c9884410cb9bcf.pdf |
| _version_ | 1827835713115127808 |
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| author | Roozbeh Mirzaei Nafiseh Rezaei |
| author_facet | Roozbeh Mirzaei Nafiseh Rezaei |
| author_sort | Roozbeh Mirzaei |
| collection | DOAJ |
| description | The event industry, including festivals, conferences, exhibitions and meetings is developing rapidly and has an important role in developing tourism related activities. The development of special events would be important from different aspects such as improving the residents’ quality of life and influencing sustainable development of region. Therefore, according to the importance of market segmentation as an essential tool for identifying and understanding the features of each segment based on their motivation, the main goal of this research is to segment the market of one of the cultural events in Iran. The sample size has been equal to 287 and the factor analysis of motivational dimensions delineated six main factors. Then, cluster analysis was conducted through the two methods of hierarchical clustering and K-means which illustrates three clusters including “supporters of community, culture and family”, “enthusiasts of Golghaltan and fans of cultural heritage”, and “seekers of novelty and culture for interaction" as the main segments of Golghaltan festival. The clusters have a similar pattern in terms of geographic variable (place of residence). On the contrary, they have significant differences in terms of socio-demographic (gender, age, education, and marital status), psychological (satisfaction), and behavioral variables. These differences demonstrate the necessity of selecting diverse and appropriate marketing strategies for each segment. |
| first_indexed | 2024-03-12T06:13:05Z |
| format | Article |
| id | doaj.art-c7a7adc467ef42f98c85685b515d9500 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T06:13:05Z |
| publishDate | 2017-05-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-c7a7adc467ef42f98c85685b515d95002023-09-03T02:51:20ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442228-77442017-05-01719311421453Segmentation of the Special Events̕ Market Based on Visitors̕ MotivationsRoozbeh Mirzaei0Nafiseh Rezaei1Assistant Professor, University of Mazandaran, Mazandaran, IranMSc of Tourism Marketing, Faculty of Management, University of Tehran, Tehran, IranThe event industry, including festivals, conferences, exhibitions and meetings is developing rapidly and has an important role in developing tourism related activities. The development of special events would be important from different aspects such as improving the residents’ quality of life and influencing sustainable development of region. Therefore, according to the importance of market segmentation as an essential tool for identifying and understanding the features of each segment based on their motivation, the main goal of this research is to segment the market of one of the cultural events in Iran. The sample size has been equal to 287 and the factor analysis of motivational dimensions delineated six main factors. Then, cluster analysis was conducted through the two methods of hierarchical clustering and K-means which illustrates three clusters including “supporters of community, culture and family”, “enthusiasts of Golghaltan and fans of cultural heritage”, and “seekers of novelty and culture for interaction" as the main segments of Golghaltan festival. The clusters have a similar pattern in terms of geographic variable (place of residence). On the contrary, they have significant differences in terms of socio-demographic (gender, age, education, and marital status), psychological (satisfaction), and behavioral variables. These differences demonstrate the necessity of selecting diverse and appropriate marketing strategies for each segment.http://nmrj.ui.ac.ir/article_21453_bf6dc522a9644a4965c9884410cb9bcf.pdfCultural special eventEvent tourismGolghaltan festivalMarket segmentationmotivation |
| spellingShingle | Roozbeh Mirzaei Nafiseh Rezaei Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations تحقیقات بازار یابی نوین Cultural special event Event tourism Golghaltan festival Market segmentation motivation |
| title | Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations |
| title_full | Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations |
| title_fullStr | Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations |
| title_full_unstemmed | Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations |
| title_short | Segmentation of the Special Events̕ Market Based on Visitors̕ Motivations |
| title_sort | segmentation of the special events market based on visitors motivations |
| topic | Cultural special event Event tourism Golghaltan festival Market segmentation motivation |
| url | http://nmrj.ui.ac.ir/article_21453_bf6dc522a9644a4965c9884410cb9bcf.pdf |
| work_keys_str_mv | AT roozbehmirzaei segmentationofthespecialeventsmarketbasedonvisitorsmotivations AT nafisehrezaei segmentationofthespecialeventsmarketbasedonvisitorsmotivations |