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This study examines the value of repeat visitors to a cultural festival in terms of expenditures, behavioral intentions, length of stay, and visitation patterns. This analysis is based on an intercept survey that yielded a sample of 1110 visitors. The results confirm the greater viability of repeat visitors over first-timers in all of the aspects that were investigated, as well as identifying and distinguishing the profiles and festival-related characteristics for the two segments. This article discusses the findings and their implications for festival management and emphasizes the relevance in conducting similar marketing studies for cultural events.
The authors would like to acknowledge the support and collaboration from Mrs. N. Y. Nathiri, Executive Director of the Association to Preserve the Eatonville Community, Inc. (P.E.C.) and General Manager of the annual Zora Neale Hurston Festival of the Arts and Humanities (Zora! Festival). Also, we would like to thank Mr. Terry Olsen from the Orange County Arts & Cultural Affairs Office. Funding for acquisition of regional data was provided by the University of Central Florida Office of Research and Commercialization (#1043727).