Abstract

This study explores the existing markets of a unique annual event, the 2001 Anchovy Festival in Kijang-Goon. Behavioral, motivational, and demographic characteristics of festival visitors were examined by using a posteriori market segmentation. Factor analysis was performed to determine the leading motivations for attending this festival, and cluster analysis was employed to identify groups of respondents based on the delineated six motivational factors. Based on the findings, three distinct groups were formed: Enthusiasts, Moderators, and Simple-attendees. The results of the study show statistically significant differences among the three groups in terms of demographic and behavioral variables. Marketing and management implications for effectively targeting the segments are discussed.