A Motive-Based Segmentation of Special Event Visitors Interacting in Cultural Events

This study examined cultural event motivations from a market segmentation perspective to better understand why visitors engage in cultural event activity and their perceived quality of cultural event offerings. Motivational scales customised to the special event context were used. A total of 518 completed surveys were used for the analysis. The results of a cluster analysis clearly identified four clusters (segments) according to their motivations: mass visitors, enthusiast visitors, activities visitors and inactive visitors. This study provides future academic research opportunities pertaining to the application of cultural event motivational scales. Event organisations can apply these results to the development of effective target market strategies.