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Event segmentation: A review and research agenda

Author

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  • Tkaczynski, Aaron
  • Rundle-Thiele, Sharyn R.

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.

Suggested Citation

  • Tkaczynski, Aaron & Rundle-Thiele, Sharyn R., 2011. "Event segmentation: A review and research agenda," Tourism Management, Elsevier, vol. 32(2), pages 426-434.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:2:p:426-434
    DOI: 10.1016/j.tourman.2010.03.010
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    Citations

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    Cited by:

    1. Getz, Donald & Page, Stephen J., 2016. "Progress and prospects for event tourism research," Tourism Management, Elsevier, vol. 52(C), pages 593-631.
    2. Hoonseong Oh & Sangmin Lee, 2021. "Evaluation and Interpretation of Tourist Satisfaction for Local Korean Festivals Using Explainable AI," Sustainability, MDPI, vol. 13(19), pages 1-18, September.
    3. Koseoglu, Mehmet Ali & Rahimi, Roya & Okumus, Fevzi & Liu, Jingyan, 2016. "Bibliometric studies in tourism," Annals of Tourism Research, Elsevier, vol. 61(C), pages 180-198.
    4. Könecke Thomas & Kwiatkowski Grzegorz, 2016. "Why do People Attend Sport Events at Mature Tourist Destinations? An Analysis of Visitors’ Motivation to Attend the Windsurf World Cup on Sylt," Polish Journal of Sport and Tourism, Sciendo, vol. 23(2), pages 104-112, June.
    5. Ana Pinto Borges & Paula Rodrigues & Ã lvaro Matias, 2016. "Customer satisfaction and expenditure behaviour in musical festivals," Tourism Economics, , vol. 22(4), pages 825-836, August.
    6. Andrea Báez-Montenegro & María Devesa-Fernández, 2017. "Motivation, satisfaction and loyalty in the case of a film festival: differences between local and non-local participants," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(2), pages 173-195, May.
    7. Vanda Maráková & Jaroslav Ďaďo & Janka Táborecká-Petrovičová & Tamara Rajic, 2018. "Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(2), pages 543-551.
    8. Lee, Seul Ki & Sok (Frank) Jee, Won & Funk, Daniel C. & Jordan, Jeremy S., 2015. "Analysis of attendees' expenditure patterns to recurring annual events: Examining the joint effects of repeat attendance and travel distance," Tourism Management, Elsevier, vol. 46(C), pages 177-186.
    9. Nicolau, Juan L., 2012. "The effect of winning the 2010 FIFA World Cup on the tourism market value: The Spanish case," Omega, Elsevier, vol. 40(5), pages 503-510.
    10. Trinh, Giang & Lam, Desmond, 2016. "Understanding the attendance at cultural venues and events with stochastic preference models," Journal of Business Research, Elsevier, vol. 69(9), pages 3538-3544.
    11. Zoë Turner & James Kennell, 2018. "The Role of Sustainable Events in the Management of Historic Buildings," Sustainability, MDPI, vol. 10(11), pages 1-12, October.

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