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  • Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event

    Author(s)
    Mackellar, Joanne
    Griffith University Author(s)
    Mackellar, Joanne
    Year published
    2009
    Metadata
    Show full item record
    Abstract
    This paper explores the behavioural segments of the audience at the Elvis Revival Festival in Parkes, Australia. Audiences were observed travelling to, and participating in, this two-day event, held in January 2007, which celebrated the life and music of Elvis Presley. The study highlights differences in fan behaviour, resulting in four behavioural audience segments: social, dabbler, fan and fanatic. The study demonstrates the use of participant observation as a method to understand differing audience segments. As a result, differences in marketing and management strategies may be created to cater for the different needs and ...
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    This paper explores the behavioural segments of the audience at the Elvis Revival Festival in Parkes, Australia. Audiences were observed travelling to, and participating in, this two-day event, held in January 2007, which celebrated the life and music of Elvis Presley. The study highlights differences in fan behaviour, resulting in four behavioural audience segments: social, dabbler, fan and fanatic. The study demonstrates the use of participant observation as a method to understand differing audience segments. As a result, differences in marketing and management strategies may be created to cater for the different needs and expectations of visitors and local communities.
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    Journal Title
    Journal of Vacation Marketing
    Volume
    15
    Issue
    1
    DOI
    https://doi.org/10.1177/1356766708098168
    Subject
    Tourism Marketing
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/41754
    Collection
    • Journal articles

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