A Marketing Analysis of Sweden’s Storsjöyran Musical Festival

• Faulkner, Bill ^[1] ; Fredline, Elizabeth ^[1] ; Larson, Maria ^[1] ; Tomljenovic, Renata ^[1]
  1. [1] Griffith University

     Griffith University

     Australia

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 4, Nº. 3-4, 1999, págs. 157-171
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Like events in general, festivals have been recognized as an increasingly important element of destination marketing. Not only do they add to the critical mass of attractions available at the destination, but also they provide promotional opportunities through the exposure they receive in various forms of the media. This study focuses on the former aspect by examining the characteristics and reactions of those attending the Storsjöyran Music Festival in northern Sweden, and is aimed at providing insights into consumer marketing considerations. An examination of associations between motivational tendencies influencing festival attendance, demographic characteristics, repeat visitation patterns, and satisfaction levels is carried out. However, relationships between satisfaction levels and repeat visit intentions are compounded by the residential location factor, as nonlocals are less inclined to make a repeat visitation despite relatively high levels of satisfaction. There are two main conclusions that have a bearing on management and marketing considerations. First, there appear to be two distinct markets for the event. One is comprised of visitors from outside the region, dominated by young singles who see the event as an opportunity to party. The other market is mainly drawn from the local population and comprises mainly slightly older couples and families who are attracted by the excitement and novelty of the event. Second, despite these contrasts, there are overlapping sets of motivations driving these two primary markets.