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Profiling masquerade festival attendees in Ghana.

Akyeampong, O.A. and Yankholmes, A., 2016. Profiling masquerade festival attendees in Ghana. Event Management, 20 (2), 285 - 296.

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Profiling masquerade festival attendees in Ghana.pdf - Published Version
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DOI: 10.3727/152599516X14643674421933


This article describes a study profiling 241 attendees to the 2014 masquerade festival in Winneba in Southern Ghana according to their support for and past membership of the competing masquerade groups. Three cohorts of attendees were used to highlight the differences that exist in terms of their demographics and trip/event profile, information sources, and how satisfied they were with various facilities and services provided by the event organizers. The study found that two cohorts belonged to or supported a masquerade group while the majority neither belonged to nor supported a masquerade group nor ever been masqueraders. The demographic profile of the majority subsample showed they were likely to be female, young, employed with above-average incomes and educational attainment. Their main source of information on the festival was friends, and they also tended to be intolerable of the long ticket queues and other appalling conditions of the event venue more than the other subgroups and this had implications for marketing and product development.

Item Type:Article
Uncontrolled Keywords:Masquerade festival; Winneba; Ghana; Satisfaction; Information source
Group:Bournemouth University Business School
ID Code:28651
Deposited By: Symplectic RT2
Deposited On:11 Apr 2017 09:21
Last Modified:14 Mar 2022 14:04


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