Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1012522 | Tourism Management | 2011 | 9 Pages |
Abstract
Event academics and practitioners have long recognized the importance of segmenting event attendees. Despite a relatively long level of enquiry into event segmentation, there is little consistency in the methods, data analysis techniques and segmentation variables that are used. A review of 120 event segmentation studies incorporating an attendee-orientated approach was conducted to identify how event attendees are currently segmented. This study will serve as a reference guide to current event segmentation researchers on the segmentation approach/s and data analysis techniques utilized in previous studies. Recommendations for future research are suggested.
Related Topics
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Authors
Aaron Tkaczynski, Sharyn R. Rundle-Thiele,