A preliminary analysis of the market for small, medium and large horticultural shows in England.

Fox, D. and Edwards, J.R., 2009. A preliminary analysis of the market for small, medium and large horticultural shows in England. Event Management, 12 (3/4), pp. 199-208.

Full text available as:

[img]
Preview
PDF - Accepted Version
157kB

Abstract

Understanding the consumer is important in estimating the market for an event. This study analysed the socio-demographic and other characteristics of actual and potential visitors to three styles of English horticultural shows. The shows selected varied in terms of their status - national, regional, local; the number of visitors they attract and the length of time they are open to the public. The analysis of the findings of a survey of residents in southern England suggests that whilst age is a key demographic variable, a more valuable means of segmenting the population is by their level of enthusiasm for gardening. Furthermore it is proposed that demand for the largest shows, held nationally can be established not only, through these factors but also, by the potential visitors’ history of attending smaller horticultural shows. The implications for the marketing of these and similar events are discussed.

Item Type:Article
ISSN:1525-9951
Uncontrolled Keywords:Horticultural shows; Gardening; Visitors; Segmentation
Subjects:Social Sciences > Tourism
Group:School of Tourism
ID Code:10624
Deposited By:Dr Dorothy Fox
Deposited On:31 Aug 2009 05:13
Last Modified:07 Mar 2013 15:11

Document Downloads

More statistics for this item...
Repository Staff Only -
BU Staff Only -
Help Guide - Editing Your Items in BURO