Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event

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Title Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event
Author Mackellar, Joanne
Journal Name Journal of Vacation Marketing
Editor JS Perry Hobson
Year Published 2009
Place of publication United Kingdom
Publisher Sage Publications Ltd.
Abstract This paper explores the behavioural segments of the audience at the Elvis Revival Festival in Parkes, Australia. Audiences were observed travelling to, and participating in, this two-day event, held in January 2007, which celebrated the life and music of Elvis Presley. The study highlights differences in fan behaviour, resulting in four behavioural audience segments: social, dabbler, fan and fanatic. The study demonstrates the use of participant observation as a method to understand differing audience segments. As a result, differences in marketing and management strategies may be created to cater for the different needs and expectations of visitors and local communities.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1177/1356766708098168
Volume 15
Issue Number 1
Page from 5
Page to 24
ISSN 1356-7667
Date Accessioned 2011-12-01
Date Available 2012-02-10T01:46:02Z
Language en_US
Faculty Griffith Business School
Subject PRE2009-Recreation and Leisure Studies; Tourism Marketing
URI http://hdl.handle.net/10072/41754
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1x

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