Satisfaction and loyalty in musical festivals. Study based on the level of jazz musical knowledge
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Published
11-01-2021
Jesús Claudio Pérez Gálvez
Tomás López Guzmán
Gema Gómez Casero
Miguel Jesús Medina Viruel
https://orcid.org/0000-0002-6204-2412
Tomás López Guzmán
Gema Gómez Casero
Miguel Jesús Medina Viruel
Abstract
The main objective of this research is the segmentation, based on the musical knowledge of the different genres of Jazz, to the Jazz QurtubaJazz Festival of Córdoba (Spain). Likewise, the motivations, satisfaction and loyalty of festival attendees are analysed, verifying the existence or not of statistical differences between the resulting segments. To achieve these objects, the methodology consisted of the use of several multivariable techniques and the application of the Kruskal-Wallis H and Mann-Whitney U statistics. Among the most significant conclusions of the research stands out the existence of different patterns regarding satisfaction and loyalty according to the knowledge of the attendees about the different genres of Jazz. In this aspect it is important to highlight the important role of cultural motivations as a differentiating character. The main practical application of this research is to know the motivation that leads people to attend music-type festivals, especially Jazz festivals. In addition, this study contributes to have a greater knowledge about the aspects that bring greater satisfaction to the attendees and can serve as a base to organisers to improve the aspects less valued by the attending public.
How to Cite
Pérez Gálvez, J. C., López Guzmán, T., Gómez Casero, G., & Medina Viruel, M. J. (2021). Satisfaction and loyalty in musical festivals. Study based on the level of jazz musical knowledge. Cuadernos De Gestión, 21(1), 115–124. https://doi.org/10.5295/cdg.180901mm
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Keywords
Segmentation, Satisfaction, Loyalty, Musical Festivals, Jazz, Cordoba
References
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Baerbieri, C. and Mahoney, E., 2010. Cultural tourism behaviour and preferences among the live-performing arts audience: An application of the univorous-omnivorous framework. International Journal of Tourism Research, 12, 481-496.
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Bracalente, B., Chirieleison, C., Cossignani, M., Ferrucci, L., Gigliotti, M. and Ranalli, M.G., 2011. The economic impact of cultural event: The Umbria Jazz Music Festival. Tourism Economics, 17 (6), 1235-1255.
Chiu, C.Y., Chen, Y.F., Kuo, I. and Ku, H.C., 2009. An intelligent market segmentation system using k-means and particle swarm optimization. Expert Systems with Applications, 36 (3), 4558-4565.
Crompton, J.L., 1979. A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing, 16, 64-73.
Crompton, J.L. and McKay, S.L., 1997. Motives of visitors attending festival events. Annals of Tourism Research, 24 (2), 425-439.
Ferdinand, N., Wesner, S. and Wang, Y., 2017. The International Events Environment, in Ferdinand, N. and Kitchin, P. J. (Ed.). Events Management: An International Approach, SAGE Publications, London, 35-62.
Fernandez-Blanco, V., Perez-Villadoniga, M.J. and Prieto-Rodriguez, J., 2016. Looking into the Profile of Music Audiences. ACEI Working Paper Series AWP-08-2016, Association for Cultural Economics International, revised Jul 2016.
Finn, M., Elliott-White, M. and Walton, M., 2000. Tourism and leisure research methods: Data collection, analysis and interpretation, Pearson Education, Harlow.
Fonseca, J.R. and Ramos, R., 2014. Segmenting and profiling the portuguese festival-goers through the most ancient form of music retailing: the music festivals. Journal of Convention & Event Tourism, 15, 271-297.
Frey, B., 1994. La economía del arte, Colección estudios económicos, La Caixa, 18.
Getz, D., 1997. Event Management and Event Tourism. Nueva York: Cognizant Communications Corporation.
Getz, D., Andersson, T. and Carlsen, J., 2010. Festival management studies: Developing a framework and priorities for comparative and cross-cultural research. International Journal of Event and Festival Management, 1 (1), 29-59.
Getz, D. and Page, S.J., 2016. Progress and prospects for event tourism research. Tourism Management, 52, 593-631.
Holbrook, M.B., 1995. Consumer Research: Introspective Essays on the Study of Consumption. Thousand Oaks: Sage.
Kim, Y.H., Kim, M., Goh, B.K. and Antum, J.M., 2011. The role of money: The impact on food tourists´ satisfaction and intention to revisit food events. Journal of Culinary Science & Technology, 9, 85-98.
Kim, Y.H., Ducan, J. and Chung, B.W., 2015. Involvement, satisfaction, perceived value, and revisit intention: A case study of a food festival. Journal of Culinary Science & Technology, 13, 133-158.
Kruger, M., 2010. A critical evaluation of market segmentation at National Arts Festivals in South Africa, North-West University, Potchefstroom.
Kruger, M. and Saayman, M., 2012. Listen to your heart: motives for attending Roxette live. Journal of Convention and Event Tourism, 13 (3), 181-202.
Kruger, M. and Saayman, M., 2014. Exploring South Africa´s black diamonds´ at live music performances. Acta Commercii, 14 (1), 1-13.
Kruger, M. and Saayman, M., 2015a. Attendance at the U2 concert – is it a case of ‘this is a man’s world’? Event management, 19 (1), 15-32.
Kruger, M. and Saayman, M., 2015b. Motives of attendees at Rain´s live music theatre production. A tribute to the Beatles. African Journal of Hospitality, Tourism and Leisure, 4 (2), 1-18.
Kruger, M. and Saayman, M., 2016. A 3E typology of visitors at an electronic dance music festival. International Journal of Event and Festival Management, 7 (3), 219-236.
Kruger, S. and Trandafoiu, R., 2013. The globalization of musics in transit: Musical migration and tourism. London: Routledge.
Kruskal, W.H. and Wallis, W.A., 1952. Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association, 47(260), 583-621.
Lashua, B., Spracklen, K. and Long, P., 2014. Introduction to the special issue: music and Tourism. Tourist Studies, 14 (1), 3-9.
Lee, J., and Kyle, G., 2014. Segmenting festival visitors using psychological commitment. Journal of Travel Research, 53 (5), 656-669.
Lee, T.H. and Hsu, F.Y., 2013. Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15 (1), 18-34.
Li, X. and Petrick, J. F., 2006. A review of festival and event motivation studies. Event Management, 9, 239-245.
Mann H.B. and Whitney D.R., 1947. On a test of whether one of two random variables is stochastically larger than the other. The Annals of Mathematical Statistics, 18 (1), 50-60.
McMorland, L.A. and Mactaggart, D., 2007. Traditional Scottish music events: Native Scots attendance motivations. Event Management, 11 (1-2), 57-69.
O’Sullivan, D. and Jackson, M.J., 2002. Festival tourism: A contributor to sustainable local economic development? Journal of Sustainable Tourism, 10 (4), 325-42.
Pérez-Gálvez, J.C., Muñoz-Fernández, G.A. and López-Guzmán, T, 2015. Motivation and tourist satisfaction in wine festivals: XXX ed. Wine tasting Montilla-Moriles, Spain. Tourism & Management Studies, 11, 7-13.
Pérez-Gálvez, J.C., López-Guzmán, T., Gomez-Casero, G. and Fruet Cardozo, J., 2017. Segmentation of the spectators attending a festival based on musical preferences. International Journal of Event and Festival Management, 8 (3), 346-360.
Pietersen, D., 1999. Patterns of change: Audience, attendance and music at the 1994 Grahamstown Festival. Contemporary Theatre Review, 9 (2), 61-70.
Saayman, M. and Rossouw, R., 2010. The Cape Town International Jazz Festival: More than just Jazz. Development Southern Africa, 27 (2), 255-272.
Saayman, M. and Saayman, A., 2016. Clustering attendees at the Philharmonic Orchestra´s Summer Festival. Leisure Studies, 35 (3), 314-331.
Savinovic, A., Kim, S. and Long, P., 2012. Audience members’ motivation, satisfaction, and intention to re-visit an ethnic minority cultural festival. Journal of Travel & Tourism Marketing, 29 (7), 682-694.
Swanson, S.R., Davis, J.C. and Zhao, Y., 2008. Art for art’s sake? An examination of motives for arts performance attendance. Non profit and Voluntary Sector Quarterly, 37(2), 300-323.
Walker, J.R. and Walker, J.T., 2011. Tourism concepts and practices. NJ: Prentice Hall.
Webster, E. and McKay, G., 2015. The impact of (Jazz) festivals: An arts and humanities research council-funded research report. Jazz Research Journal, 9 (2), 169-193.
Woosnam, K. M., McElroy, K.E. and Van Winkle, C.M., 2009. The Role of Personal Values in Determining Tourist Motivations: An Application to the Winnipeg Fringe Theatre Festival, a Cultural Special Event. Journal of Hospitality Marketing & Management, 18, (5), 500-511.
Yolal, M., Woo, E., Cetinel, F. and Uysal, M., 2012. Comparative research of motivations across different festival products. International Journal of Event and Festival Management, 3 (1), 66-80.
Baerbieri, C. and Mahoney, E., 2010. Cultural tourism behaviour and preferences among the live-performing arts audience: An application of the univorous-omnivorous framework. International Journal of Tourism Research, 12, 481-496.
Baumol, W.J. and Bowen, W.G., 1966. Performing arts. The economic dilemma, Twentieth Century Fox, Cambridge.
Blešić, I., Pivac, T., Dorđević, J., Stamenković, I. and Janićević, S., 2014. Cultural events as part of cultural tourism development. Case study: Sombor and Apatin (Serbia). Acta geographica Slovenica, 54 (2), 381-390.
Bracalente, B., Chirieleison, C., Cossignani, M., Ferrucci, L., Gigliotti, M. and Ranalli, M.G., 2011. The economic impact of cultural event: The Umbria Jazz Music Festival. Tourism Economics, 17 (6), 1235-1255.
Chiu, C.Y., Chen, Y.F., Kuo, I. and Ku, H.C., 2009. An intelligent market segmentation system using k-means and particle swarm optimization. Expert Systems with Applications, 36 (3), 4558-4565.
Crompton, J.L., 1979. A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing, 16, 64-73.
Crompton, J.L. and McKay, S.L., 1997. Motives of visitors attending festival events. Annals of Tourism Research, 24 (2), 425-439.
Ferdinand, N., Wesner, S. and Wang, Y., 2017. The International Events Environment, in Ferdinand, N. and Kitchin, P. J. (Ed.). Events Management: An International Approach, SAGE Publications, London, 35-62.
Fernandez-Blanco, V., Perez-Villadoniga, M.J. and Prieto-Rodriguez, J., 2016. Looking into the Profile of Music Audiences. ACEI Working Paper Series AWP-08-2016, Association for Cultural Economics International, revised Jul 2016.
Finn, M., Elliott-White, M. and Walton, M., 2000. Tourism and leisure research methods: Data collection, analysis and interpretation, Pearson Education, Harlow.
Fonseca, J.R. and Ramos, R., 2014. Segmenting and profiling the portuguese festival-goers through the most ancient form of music retailing: the music festivals. Journal of Convention & Event Tourism, 15, 271-297.
Frey, B., 1994. La economía del arte, Colección estudios económicos, La Caixa, 18.
Getz, D., 1997. Event Management and Event Tourism. Nueva York: Cognizant Communications Corporation.
Getz, D., Andersson, T. and Carlsen, J., 2010. Festival management studies: Developing a framework and priorities for comparative and cross-cultural research. International Journal of Event and Festival Management, 1 (1), 29-59.
Getz, D. and Page, S.J., 2016. Progress and prospects for event tourism research. Tourism Management, 52, 593-631.
Holbrook, M.B., 1995. Consumer Research: Introspective Essays on the Study of Consumption. Thousand Oaks: Sage.
Kim, Y.H., Kim, M., Goh, B.K. and Antum, J.M., 2011. The role of money: The impact on food tourists´ satisfaction and intention to revisit food events. Journal of Culinary Science & Technology, 9, 85-98.
Kim, Y.H., Ducan, J. and Chung, B.W., 2015. Involvement, satisfaction, perceived value, and revisit intention: A case study of a food festival. Journal of Culinary Science & Technology, 13, 133-158.
Kruger, M., 2010. A critical evaluation of market segmentation at National Arts Festivals in South Africa, North-West University, Potchefstroom.
Kruger, M. and Saayman, M., 2012. Listen to your heart: motives for attending Roxette live. Journal of Convention and Event Tourism, 13 (3), 181-202.
Kruger, M. and Saayman, M., 2014. Exploring South Africa´s black diamonds´ at live music performances. Acta Commercii, 14 (1), 1-13.
Kruger, M. and Saayman, M., 2015a. Attendance at the U2 concert – is it a case of ‘this is a man’s world’? Event management, 19 (1), 15-32.
Kruger, M. and Saayman, M., 2015b. Motives of attendees at Rain´s live music theatre production. A tribute to the Beatles. African Journal of Hospitality, Tourism and Leisure, 4 (2), 1-18.
Kruger, M. and Saayman, M., 2016. A 3E typology of visitors at an electronic dance music festival. International Journal of Event and Festival Management, 7 (3), 219-236.
Kruger, S. and Trandafoiu, R., 2013. The globalization of musics in transit: Musical migration and tourism. London: Routledge.
Kruskal, W.H. and Wallis, W.A., 1952. Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association, 47(260), 583-621.
Lashua, B., Spracklen, K. and Long, P., 2014. Introduction to the special issue: music and Tourism. Tourist Studies, 14 (1), 3-9.
Lee, J., and Kyle, G., 2014. Segmenting festival visitors using psychological commitment. Journal of Travel Research, 53 (5), 656-669.
Lee, T.H. and Hsu, F.Y., 2013. Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15 (1), 18-34.
Li, X. and Petrick, J. F., 2006. A review of festival and event motivation studies. Event Management, 9, 239-245.
Mann H.B. and Whitney D.R., 1947. On a test of whether one of two random variables is stochastically larger than the other. The Annals of Mathematical Statistics, 18 (1), 50-60.
McMorland, L.A. and Mactaggart, D., 2007. Traditional Scottish music events: Native Scots attendance motivations. Event Management, 11 (1-2), 57-69.
O’Sullivan, D. and Jackson, M.J., 2002. Festival tourism: A contributor to sustainable local economic development? Journal of Sustainable Tourism, 10 (4), 325-42.
Pérez-Gálvez, J.C., Muñoz-Fernández, G.A. and López-Guzmán, T, 2015. Motivation and tourist satisfaction in wine festivals: XXX ed. Wine tasting Montilla-Moriles, Spain. Tourism & Management Studies, 11, 7-13.
Pérez-Gálvez, J.C., López-Guzmán, T., Gomez-Casero, G. and Fruet Cardozo, J., 2017. Segmentation of the spectators attending a festival based on musical preferences. International Journal of Event and Festival Management, 8 (3), 346-360.
Pietersen, D., 1999. Patterns of change: Audience, attendance and music at the 1994 Grahamstown Festival. Contemporary Theatre Review, 9 (2), 61-70.
Saayman, M. and Rossouw, R., 2010. The Cape Town International Jazz Festival: More than just Jazz. Development Southern Africa, 27 (2), 255-272.
Saayman, M. and Saayman, A., 2016. Clustering attendees at the Philharmonic Orchestra´s Summer Festival. Leisure Studies, 35 (3), 314-331.
Savinovic, A., Kim, S. and Long, P., 2012. Audience members’ motivation, satisfaction, and intention to re-visit an ethnic minority cultural festival. Journal of Travel & Tourism Marketing, 29 (7), 682-694.
Swanson, S.R., Davis, J.C. and Zhao, Y., 2008. Art for art’s sake? An examination of motives for arts performance attendance. Non profit and Voluntary Sector Quarterly, 37(2), 300-323.
Walker, J.R. and Walker, J.T., 2011. Tourism concepts and practices. NJ: Prentice Hall.
Webster, E. and McKay, G., 2015. The impact of (Jazz) festivals: An arts and humanities research council-funded research report. Jazz Research Journal, 9 (2), 169-193.
Woosnam, K. M., McElroy, K.E. and Van Winkle, C.M., 2009. The Role of Personal Values in Determining Tourist Motivations: An Application to the Winnipeg Fringe Theatre Festival, a Cultural Special Event. Journal of Hospitality Marketing & Management, 18, (5), 500-511.
Yolal, M., Woo, E., Cetinel, F. and Uysal, M., 2012. Comparative research of motivations across different festival products. International Journal of Event and Festival Management, 3 (1), 66-80.
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