A marker segmentation of festival visitors: Umbria Jazz Festival in Italy

Author(s): Formica S & Uysal M


This study examines and profiles the existing market(s) of Umbria Jazz festival visitors in Italy. By using a priori market segmentation, segments are characterized based on differentiating motivations, demographic, and event behavior characteristics. The study concludes with appropriate marketing implications. It is hoped that the information generated from this study would complement and enhance the economic impact and general visitor data base that were generated by the Chamber of Commerce of Perugia for Umbria Jazz Festival.

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