Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation

The analysis of visitor motivation for attending festivals, as a basis for segmentation, is an important prerequisite for targeting markets, planning festival programmes and product positioning. This study identified five motivation dimensions for visitors attending the 2005 Naadam cultural festival in Mongolia, using factor analysis. A cluster analysis on the five factors produced five stable motivation segments: multipurpose seekers; indifferent; culture and sport seekers; togetherness, socialisation and sports seekers; and socialisation and local event seekers. Significant associations between motivation clusters and visitor age and type were identified, although there was no significant interaction between the clusters and visitor type with respect to overall satisfaction. The results are generally consistent with the outcomes of previous research on festival and event motivation in Europe and North America, suggesting universality of core themes. However, unique combinations of motivation dimensions suggests that further research is required to develop understanding of variable interaction

06381 Abstracts Collection -- Computer Science in Sports

From 17.09.06 to 20.09.06, the Dagstuhl Seminar 06381 ``Computer Science in Sport\u27\u27 was held in the International Conference and Research Center (IBFI), Schloss Dagstuhl. During the seminar, several participants presented their current research, and ongoing work and open problems were discussed. Abstracts of the presentations given during the seminar as well as abstracts of seminar results and ideas are put together in this paper. The first section describes the seminar topics and goals in general. Links to extended abstracts or full papers are provided, if available

Identifying Key Market Demand Factors Associated with High School Basketball Tournaments

High school sports are popular in the United States and the associated state championships are often publicized, well-attended special events providing an economic impact on host communities. Understanding attendees, particularly those variables affecting market demand for high-profile interscholastic sporting events, would help athletic directors and state associations improve marketing efforts. Through an abridged adoption of the Theory of Reason Action, this study was conducted to develop a consumer profile of high school tournament spectators by understanding their sociodemographic characteristics and market demand variables. Based on a review of literature, we identified four market demand factors to influence attendance (Event Attractiveness, Economic Consideration, Local Attractiveness, and Venue Accessibility) and studied high school regional basketball tournament attendees (N = 647). The factors were tested in a confirmatory factor analysis and t-tests and general linear model found three of the factors influenced attendance, while one influenced economic spending