Profiling Participants Of The Rainforest World Music Festival

For tourism marketers and event organizers, the identification and understanding of the customers are important for market segmentation. Profiling the tourists allows segmentation to be done on the basis of the person who makes the trip. The main objective of the study is to identify the characteris...

Full description

Saved in:
Bibliographic Details
Main Authors: Ahmad, Shuib, Salbiah, Edman, Norjumawati, Sabran
Format: E-Article
Language:English
Published: Education and Novel Technology Research Association 2013
Subjects:
Online Access:http://ir.unimas.my/id/eprint/17909/1/PROFILING%20PARTICIPANTS%20OF%20THE%20RAINFOREST%20WORLD%20MUSIC%20%28ABSTRACT%29.pdf
http://ir.unimas.my/id/eprint/17909/
http://www.aebjournal.org/
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Universiti Malaysia Sarawak
Language: English
id my.unimas.ir.17909
record_format eprints
spelling my.unimas.ir.179092017-10-04T03:22:11Z http://ir.unimas.my/id/eprint/17909/ Profiling Participants Of The Rainforest World Music Festival Ahmad, Shuib Salbiah, Edman Norjumawati, Sabran H Social Sciences (General) For tourism marketers and event organizers, the identification and understanding of the customers are important for market segmentation. Profiling the tourists allows segmentation to be done on the basis of the person who makes the trip. The main objective of the study is to identify the characteristics of the participants of the annual music festival in Santubong, Sarawak. The satisfaction of the participants on the services provided and the facilities available is evaluated using the perception analysis on the services and facilities. On-site data are collected from a sample of the visitors to the three days festival; the data include all associated expenditures spent in the area during the festival. The results of the study show that 34%, 18% and 48 % of the visitors participate in 1, 2 and 3 days in the festival, respectively. The average total expenditure per participant per day is about RM477 giving an estimated gross total expenditure during the 2009 festival of about RM9.62mil. Of the international visitors, 57% are from Europe, 33% from Australia and New Zealand, 4% from America, 5.9% from other Asian countries. The majority of the participants prefer to stay in hotels in the city than in hotels near the site of the festival because they could find more tourism products and services in the city. Most participants are satisfied with the services and facilities available at the festival site; however, the main concerns of some of the participants are the cleanliness of the toilets, the availability of transportation, and the parking facilities. The organizers and marketing agencies involved could use information from profiling studies to plan strategies to increase participation of music enthusiasts as well as non enthusiasts in the future. Education and Novel Technology Research Association 2013 E-Article PeerReviewed text en http://ir.unimas.my/id/eprint/17909/1/PROFILING%20PARTICIPANTS%20OF%20THE%20RAINFOREST%20WORLD%20MUSIC%20%28ABSTRACT%29.pdf Ahmad, Shuib and Salbiah, Edman and Norjumawati, Sabran (2013) Profiling Participants Of The Rainforest World Music Festival. Journal of Applied Economics and Business, 1 (2). pp. 5-16. ISSN 1857- 8721 http://www.aebjournal.org/
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Ahmad, Shuib
Salbiah, Edman
Norjumawati, Sabran
Profiling Participants Of The Rainforest World Music Festival
description For tourism marketers and event organizers, the identification and understanding of the customers are important for market segmentation. Profiling the tourists allows segmentation to be done on the basis of the person who makes the trip. The main objective of the study is to identify the characteristics of the participants of the annual music festival in Santubong, Sarawak. The satisfaction of the participants on the services provided and the facilities available is evaluated using the perception analysis on the services and facilities. On-site data are collected from a sample of the visitors to the three days festival; the data include all associated expenditures spent in the area during the festival. The results of the study show that 34%, 18% and 48 % of the visitors participate in 1, 2 and 3 days in the festival, respectively. The average total expenditure per participant per day is about RM477 giving an estimated gross total expenditure during the 2009 festival of about RM9.62mil. Of the international visitors, 57% are from Europe, 33% from Australia and New Zealand, 4% from America, 5.9% from other Asian countries. The majority of the participants prefer to stay in hotels in the city than in hotels near the site of the festival because they could find more tourism products and services in the city. Most participants are satisfied with the services and facilities available at the festival site; however, the main concerns of some of the participants are the cleanliness of the toilets, the availability of transportation, and the parking facilities. The organizers and marketing agencies involved could use information from profiling studies to plan strategies to increase participation of music enthusiasts as well as non enthusiasts in the future.
format E-Article
author Ahmad, Shuib
Salbiah, Edman
Norjumawati, Sabran
author_facet Ahmad, Shuib
Salbiah, Edman
Norjumawati, Sabran
author_sort Ahmad, Shuib
title Profiling Participants Of The Rainforest World Music Festival
title_short Profiling Participants Of The Rainforest World Music Festival
title_full Profiling Participants Of The Rainforest World Music Festival
title_fullStr Profiling Participants Of The Rainforest World Music Festival
title_full_unstemmed Profiling Participants Of The Rainforest World Music Festival
title_sort profiling participants of the rainforest world music festival
publisher Education and Novel Technology Research Association
publishDate 2013
url http://ir.unimas.my/id/eprint/17909/1/PROFILING%20PARTICIPANTS%20OF%20THE%20RAINFOREST%20WORLD%20MUSIC%20%28ABSTRACT%29.pdf
http://ir.unimas.my/id/eprint/17909/
http://www.aebjournal.org/
_version_ 1644512736159203328