Festival Katılımcılarının Deneyim Temelli Sınıflandırılması

Festivaller işletme, katılımcı ve yerel halka kazandırdığı sosyal, ekonomik ve kültürel faydalar nedeniyle yükselen bir trende sahiptir. Artan festival sayısı ve çeşitliliği rekabet ortamı yarattığından, tüketici yönelimli pazarlama stratejilerine göre festival katılımcıları üzerinde pazar bölümlendirme çalışmaları yapmak organizatörler için fayda sağlayacaktır. Buradan hareketle çalışmada deneyim ekonomileri yaklaşımı kapsamında incelenen festival deneyimleri temel alınarak festival katılımcıları üzerinde bir bölümlendirme araştırması yapılması amaçlanmıştır. Bu amaçla Türkiye’de Sinop kentinde gerçekleşen Kuzeyfest Rock Müzik Festivali örneğinde bir alan araştırması yürütülmüştür. Anket tekniğiyle toplanan veriler üzerinde, faktör analizi, kümeleme analizi, ki-kare ve t-test analizi uygulanmıştır. Analiz sonucunda katılımcıların, deneyimleri ve çeşitli sosyo-demografik özellikleri kapsamında “aktif deneyimciler” ve “pasif deneyimciler” olmak üzere iki gruba anlamlı bir şekilde ayrılabildiği görülmüştür. Buna göre genç, bekar ve öğrenci oldukları görülen pasif deneyimciler, daha çok eğlence deneyimi yaşarken; eğitim düzeyi yüksek, çalışma hayatında yer alan ve yaş ortalaması nispeten yüksek olan aktif deneyimcilerin daha çok eğitim ve kaçış deneyimi yaşadığı sonucuna ulaşılmıştır.

Experience Based Segmentation of Festival Participants

Festivals have become popular due to their social, economic and cultural benefits for both the visitors and the local residents. As the increasing number and diversity of festivals create a competitive environment, market segmentation based on consumer-oriented marketing strategies is advantageous for festival organizers. From this point of view, this study aimed to offer a segmentation analysis of festival participants on their festival experiences within the confines of experience economy. For the purpose of the paper, a field study was carried out in the case of the Kuzeyfest Rock Music Festival in Sinop, Turkey. Descriptive analysis, factor analysis, cluster analysis, chi-square and t-test analysis were applied to the data collected by the survey technique. Findings revealed that participants could be segmented into two groups as “active experiencers” and “passive experiencers” on the basis of their experiences and sociodemographic characteristics. Findings also showed that passive experiencers were young, single and students, and mostly entertained themselves while passive experiencers were employed, highly educated and middle aged and mostly experience education and escape.

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