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

Southern Cross University, PO Box 157, Lismore, 2478, Australia, jo.mackellar{at}scu.edu.au

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.

Key Words: Elvis Presley • fans • festival • segmentation

Journal of Vacation Marketing, Vol. 15, No. 1, 5-24 (2009)
DOI: 10.1177/1356766708098168


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