Segmentation of Local Agricultural Festivals for Collaborative Marketing

This study aims to explore the heterogeneity of local agricultural festival attendees by adopting a collaborative marketing approach which enables cross-retention of festival attendees among multiple local agricultural festivals. Using the data collected from the on-site survey at three local agricultural festivals, this study conducted the cluster analysis. Findings indicate the viability of variety seeking and festival loyalty as segmentation criteria involving multiple local agricultural festivals together and suggested four clusters, Multi festival goers, One festival goers, Other festival goers, and No returners. Each cluster demonstrates discrete behavioral and geographic characteristics about their local agricultural festival experience.