The implicationsįor the festival’s marketing activities are discussed, in particular, suggestionsĬlassical music festivals play a very important role for a destination’s image. The media use, especially word-of-mouth activities and the festival brochureĪre very important to attract music festival visitors. Like household size, occupation, and income. Motivation for visit, music taste, and general demographic characteristics Three customer segments “Irregulars”, “Retirees” and “Wellsituatedįamilies” which all differ in their age structure, visitor frequency, Sources and festival service evaluation of 1000 customers who visited the This research investigates customer motives, media use, used information On the market uniquely, to differentiate themselves from the competitionĪnd to meet customer needs and preferred information sources. Have specific enough information about their customer to position themselves Motives, desires and lastly their media usage determine whereĪnd how often potential visitors can be targeted with ads and how loyalĬustomers should be re-invited to attend. Important for destination marketing and branding (Nickel 2007: 261-270,ģ01-308). Is also important for classical music festivals, as major events are Marketing success (Freyer 2009, Bieger 2012).
UMSATZ FITNESSBRANCHE DRIVERS
Understanding customer motivation is one of the key drivers for a destination’s
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