A case study of a southern food festival: using a cluster analysis approach

Young Hoon Kim, Jen L. Duncan, Tun Min (Catherine) Jai

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


As one of the most frequently held types of event across the world, festivals take place at many destinations in the world. Consequently, research on festivals becomes critical for their successful management. This study examines the segmentation of one of the famous food festival attendees using cluster analysis approach. Results indicated that there were three homogenous clusters: Apathetic Attendees, Satisfied Spenders, and Tentative Tag-a-longs and there were significant differences in their satisfactions and perceived values. It is important for marketers of local festivals each resultant segment. Implications and recommendations for planners and organizers of future events are suggested to consider these psychographic differences and to craft unique marketing agendas to target.

Original languageEnglish
Pages (from-to)457-473
Number of pages17
Issue number3
StatePublished - Sep 2014


  • cluster analysis
  • festival
  • market segmentation
  • perceived value
  • satisfaction


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