Festival Management & Event Tourism, Vol. 3, pp. 175-182, 1996 1065-2701/96 $5.00 + .

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A MARKET SEGMENTATION OF FESTIVAL VISITORS:

UMBRIA JAZZ FESTIVAL IN ITALY

SANDRO FORMICA and MUZAFFER UYSAL I

Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and

State University, 351 Wallace Hall, Blacksburg, VA 24061-0429

This study examines and profiles the existing market(s) of Umbria Jazz festival visitors in Italy. By
using a priori market segmentation, segments are characterized based on differentiating motiva-
tions, demographic, and event behavior characteristics. The study concludes with appropriate
marketing implications. It is hoped that the information generated from this study would comple-
ment and enhance the economic impact and general visitor data base that were generated by the
Chamber of Commerce of Perugia for Umbria Jazz Festival.

Market segmentation Demographic characteristics Umbria Jazz Festival

Effective marketing and management of festi-
vals and events require an understanding of the
existing segments of the market. Increased compe-
tition between visitor destinations and the high
cost of promotion encourage marketing specialists
and event organizers to identify the behavioral
characteristics of visitors they intend to service. A
clearly defined market segment permits specifi-
cally directed promotional programs, improves es-
timates of the size of a specialized market, and
encourages the development of event opportuni-
ties that appeal to the identified groups (Getz,
1990; McCleary, 1995).
The literature in tourism and hospitality is re-
plete with studies that have used several segmenta-
tion variables with different approaches (e.g., see
Bonn, Furr, & Uysal, 1992; Calantone & Maza-
nec, 1991; Cha, McCleary, & Uysal, 1995; Mc-
Queen & Miller, 1985; Oh, Uysal, & Weaver;
1995; Perdue, 1985; Shoemaker, 1994; Uysal &
McDonald, 1989; van Veen, Opedijk, & Verhal-
len, 1986). Although numerous methods of visitor
segmentation exist, including a posteriori or fac-
tor-cluster segmentation, a priori segmentation or
criterion segmentation, and recently neural net-
work models (Mazanec, 1992), because of the
smallness and place dependency of events and fes-
tivals, the study suggests that a priori market seg-
mentation can be less time consuming and particu-
larly effective for separating the event and festival
market with less cost.
The assumption of this segmentation approach
is that there is some knowledge about the nature
of the market place in advance (Smith, 1989). A
priori segmentation requires the researcher to se-
lect or accept at the outset the basis for defining
the segment. In this study, segmentation is tied to
the use of one objective variable, namely origin of

'Address correspondence to Muzaffer Uysal.

175
176 FORMICA AND UYSAL
visitors. The selection of this segmentation is
based on the visitation trends of the Umbria Jazz
Festival. Although the festival's management has
had prior knowledge of the importance of visitors
from outside of the Umbria region, including in-
ternational visitors, they did not have much de-
scriptive information about the nature of this mar-
ket. Therefore, the researchers have reached the
conclusion that segmentation by origin of visitors
would generate new information for the festival's
management. In addition, this type of segmenta-
tion provides the organization with the ability to
understand the behavior of visitors as a package.
A priori segmentation, contrary to a posteriori
segmentation, does not necessarily depend on a
multivariate method. Segments are already de-
fined and separated and subsequent description
with further concomitant variables can be ob-
tained with descriptive profile and conventional
cross-tabulation (Mazanec, 1992). Therefore, a
priori segmentation is particularly valuable when
market segments are known but their behaviors
need further examination and profiling with re-
spect to selected descriptors. Understanding the
nature and characteristics of visitor behavior
based on a predetermined segmentation basis en-
ables festival and event organizers and marketing
professionals to design, enhance, and promote
product features and services that are preferred
and valued by targeted segments.
The purpose of this study was to examine and
profile the existing markets of Umbria Jazz Festi-
val visitors based on selected demographic and
event characteristics of visitors. More specifically,
the study profiled and compared Umbria region
visitors to out-of-Umbria region visitors. The pre-
determined segments are characterized based on
differentiating motivations, sociodemographic,
and event behavior characteristics. Finally, the
study concludes with marketing and management
implications.
Background of Umbria Jazz Festival
Study Site
Umbria Jazz Festival is staged annually from
the second Friday of July for 10 days in Perugia,
the capital of the Umbria Region. Perugia is 10-
cated in the central part of Italy and has a popula-
tion of approximately 125,000. Perugia and its re-
gion, Umbria, have a unique historical heritage.
About 2500 years ago, Perugia was one of the 12
chief cities of the Etruscan Confederation. In 295
BC the Romans possessed the city, and at the fall
of the Roman Empire, Perugia was invaded re-
spectively by the Goths, Lombards, and Byzan-
tines. After the 15th Century, perugia and Umbria
became part of the Papal State until 1860, when
the Kingdom of Italy was constituted. Within its
medieval walls, Perugia still preserves the architec-
tural beauties of those civilizations. These beauties
compose the natural and picturesque scenario of
Umbria Jazz Festival.
The Festival
Umbria Jazz was started in 1973. All the con-
certs offered by the festival were free of charge
and Umbria Jazz was held in different cities and
towns across the Umbria region. Due to the
gratuity of its shows and the magnitude of Jazz
musicians participating - Charles Mingus, Keith
Jarret, Miles Davis, and many others-tens of
thousands of visitors coming from all parts of Eu-
rope were attracted to Umbria Jazz (Associazione
Umbria Jazz, 1995).
One of the major strengths of Umbria Jazz Fes-
tival is the combination between the music and the
charming ambiance provided by the concert sites.
Medieval squares, Roman churches, and ancient
theaters represent the most picturesque and fasci-
nating settings for Umbria Jazz Festival. How-
ever, the lack of a coordinated development plan
led Umbria Jazz Festival to a growth that was
both rapid and dramatic. Perugia's residents ex-
pressed their resentment by marching through the
streets of the city against the disproportionate
crowds of out-of-Umbria region visitors and the
festival itself. The festival and its massive tourism
development impacted negatively on the commu-
nity and its residents, resulting in a disruptive so-
cial reaction. Indeed, the residents' intolerance for
the dramatic impact of the event caused Umbria
Jazz Festival to be suspended in 1978.
The Festival's organizations acknowledged that
a more robust local leadership and capital invest-
 MARKET SEGMENT A TlON OF FESTIVAL
ment were needed to manage such an international
event (Associazione Umbria Jazz, 1995). Umbria
Jazz Festival started again in 1982, strengthened
by a solid organization and a rigorous action plan.
The financial structure was, and still is, repre-
sented as follows: one-third of the expenditures
is paid by governmental institutions, one-third by
private sponsors, and one-third is generated by
ticket revenues. From the organizational view-
point, the following changes were implemented:
(1) it was no longer an itinerant festival, and (2)
all concerts were staged in Perugia. Today, only
the opening, closing, and minor concerts are free
of charge, and all other concerts require a pur-
chased ticket. The ticket policy helped to select the
visitors, thus not attracting people who generated
residents' resentment against the festival. With the
new formula, concerts are offered throughout the
day; they start at midday and end at 2 or 3 o'clock
in the morning. Generally, afternoon concerts are
offered outdoors in small ancient squares or scenic
parks and evening concerts are offered in theaters,
until midnight when concerts are featured inside
jazz clubs. Several marching bands also perform
jazz music along the ancient streets of the city.
The new formula elaborated by the Umbria Jazz
organization was revealed to be a successful blend
between the community interests and needs. In
fact, the massive number of event goers are now
well distributed and entertained in outdoor as well
as indoor sites. The residents are integrated with
the tourist visitors and proudly participate and
sustain the Festival.
According to a study developed by the Cham-
ber of Commerce for Umbria Jazz and other ma-
jor festivals held in the Umbria region in 1993, up
to 200,000 visitors attend the festival every year.
These visitors account for an overall number of
1,200,000 bed nights. The total revenues from the
tickets amounted to a modest $400,000, but the
study has determined that for every U.S. dollar
invested in Umbria Jazz Festival, 3.10 dollars are
generated (CENSIS, 1994).
In contrast to the study led by the Chamber of
Commerce of Perugia, the present study aimed to
profile and examine the two market segments-
Umbria region and out-of-Umbria region visitors.
The predetermined segments are characterized
VISITORS 177
based on motivations, sociodemographic and
event behavior characteristics.
Data Collection and Analysis
Survey
An on-site intercept procedure was used in the
festival area during the month of July, 1995. Visi-
tors were approached while entering the sites
where the concerts were staged, or close to the
areas where free concerts were about to begin or
end. If visitors agreed voluntarily to participate,
a two-page questionnaire written in English was
given. [Because a large number of visitors origi-
nated from outside the country and to avoid trans-
lation problems regarding the content of the sur-
vey instrument, the English language was selected
as the most appropriate means of communcation
with visitors. However, researchers with language
skills were available on site to assist respondents
(for more information on language and cross-
cultural skills, see Dimanche, 1994).] The ques-
tionnaire format was selected to avoid interviewer
bias; however, assistance was provided to respon-
dents by the researchers with language skills who
were available on site. To acquire a representative
sample of the visitors, questionnaires were distrib-
uted throughout the festival period. Afternoon,
evening, and night concerts were equally consid-
ered for data collection. A sample of 313 usable
questionnaires was generated.
The questionnaire included a section on moti-
vations to attend the festival. The motivation scale
is adopted from an earlier study that was reported
by Uysal, Gahan, & Martin (1993). Event-related
questions such as satisfaction with the festival and
number of festival visits were also included. Fi-
nally, demographic information was obtained to
better characterize and profile the festival visitor
market.
Analysis
Analysis consisted of three steps. First, two
groups of visitors - out-of-the-region visitors (n
= 236; 75.4070) and Umbria region visitors (n =
77; 24.6070) were formed as market segments. Sec-
ond, the 23 motivations statements were factor
178 FORMICA AND UYSAL

analyzed using a varimax rotation procedure, and
reliability coefficients for delineated factors were
obtained. In the final step, the segments were ex-
amined and profiled with respect to delineated
motivation factor groupings, and selected event
and visitor characteristics. The study used chi-
square tests of homogeneity of proportions for
categorical variables and I-tests for continuous
variable to examine whether differences existed
between the two segments.
Results
Factor analysis of the 23 motivation items re-
sulted in five factor groupings. One item with less
than 0.40 loading was removed from the study.
Table 1 provides factor groupings of motivations
with associated statistics. The factors were labeled
as: (1) Excitement & Thrills; (2) Socialization; (3)
Entertainment; (4) Event Novelty; (5) Family To-
getherness. Labeling factors were based on the ap-
propriateness of the individual items under each
factor grouping and judgmental evaluation of the
factors consistent with the literature (Mohr, Back-
man, Gahan, & Backman 1993; Uysal et al., 1993).
Combined these five factor groupings accounted
for almost 550/0of the motivation variance. The
delineated motivational factor groupings had ei-
genvalues of 1.19 or higher and relatively high re-
liability coefficients ranging from 0.64 (Family
Togetherness) to 0.77 (Excitement & Thrills).
Moreover, more than half of the 22 motivation

Table I
Factor Analysis of Festival Motivations: Umbria Jazz Festival

Factor Variance Reliability

Motivation Items Loading Eigenvalue Explained Coef.

Excitement & Thrills 6.14 27.9 0.7785

Because I had heard about the festival and it sounded like fun 0.6638
Because 1 enjoy special events 0.6723
Because it is stimulating and exciting 0.6689
To experience new and different things 0.5362
Because 1 thought the entire group would enjoy 0.5203
For a change of pace from everyday life 0.5093
Because 1 was curious 0.4937
Socialization 1.93 8.8 0.7836
So 1 could experience it with my companions· 0.4522
For a chance to be with people who are enjoying themselves 0.7764
To be with people who enjoy the same things 0.7486
So 1 could be with my friends 0.6966
Because 1 enjoy a festival crowd 0.5848
Because it is a great opportunity to meet people from all over the
world 0.4523
Enlerlainmenl 1.45 6.6 0.7036
Because it is a good opportunity to visit the area 0.7899
To enjoy listening the music I like in historical sites 0.6874
To enjoy the unique atmosphere 0.5777
To enjoy the night life 0.5558
Event NoveUy 1.28 5.8 0.6588
Because 1 like shows, ballets, concerts, and theater plays of the
best quality 0.7451
Because Umbria Jazz Festival is unique 0.6778
To see the entertainment 0.5359
Family Togetherness 1.19 5.4 0.6430
To help to bring the family together more 0.8499
To observe the other people attending the festival 0.7623
Total variance explained 54.6

Respondents utilized a five-point likert type scale to rate the importance of motivation items: 1 = not at all important to 5 = very
important.
·The motivational item "So 1 could experience it with my companions" is also loaded on Excitement & Thrills factor grouping with a factor
loading of 0.4721. However, it is kept in Socialization because it appears more appropriate in that factor grouping.
 MARKET SEGMENT AnON OF FESTIVAL VISITORS 179

Table 2
Motivational Differences Between the Two Visitor Segments

Out-oF- Umbria
Region Region
Motivational Factors Visitors Visitors t-Test Value SigniFicance

Excitement & Thrills 3.23 3.27 -0.390 0.700

Socialization 3.06 3.36 -2.91 0.004
Entertainment 3.75 3.54 2.]4 0.035
Event Novelty 3.86 3.87 -0.]60 0.875
Family Togetherness 2.28 2.42 -1.05 0.295

items had 0.60 or higher factor loading, implying
a reasonably high correlation between the deline-
ated factor groupings and their individual items.
Table 2 provides the results of the (-tests of
the five delineated motivation factor groupings by
market segments. The study reveals that signifi-
cant differences exist between out-of-the-region
visitor and Umbria region vIsitor segments with
respect to two factor groupings: Socialization and
Entertainment. The Umbria region visitors placed
significantly more importance on Socialization
factor with a mean score of 3.36, and out-of-the-
region visitors, on the other hand, placed signifi-
cantly more importance on Entertainment factor

Table 3
Demographic Characteristics of Visitor Segments

Umbria
Out-oF-Region Region
Visitors Visitors
Variable (n = 236) (n = 77) Chi-Square Test SigniFicance

Gender 4.02 0.044

Male 79.5 20.5
Female 68.6 31.4
Marital Status 0.012 0.920
Single 77.1 22.9
Married 75.4 24.6
Age 8.64 0.01
18-29 years 74.1 25.9
30-39 years 83.2 16.8
40 and over 58.8 41.2
Education 0.507 0.77
High school and less 74.6 25.4
Associate degree 80.8 19.2
College or more 76.0 24.0
Income 3.04 0.21
Less than $20,000 73.3 26.7
$20,000-29,999 81.1 18.9
$30,000 or more 84.8 15.2
Occupation 20.06 0.00
ProFessional 83.3 16.7
Manager/owner 99.9 0.1
Skilled worker 76.8 23.2
Student 66.7 33.3
Other 68.5 31.5
Party Group 0.29 0.86
Family 75.0 25.0
Friends 77.8 22.2
Couples/groups 80.0 20.0
180 FORMICA AND UYSAL

Table 4
Event Characteristics of Visitor Segments

Umbria
Out-oF-Region Region
Visitors Visitors
Variable (n == 236) (n == 77) Statistical Test Significance

Umbria Jazz attended beFore x' == 24.46 0.00

Yes 66.1 33.9
No 91.2 8.8

Number of people in the group 3.24 2.93 { == 1.06 0.28

Other Festival attended beFore X' == 2.73 0.07

Yes 80.7 19.3
No 72.0 28.0

Satisfaction level 3.64 3.63 { == 0.04 0.97

SatisFaction is measured on a five-point Likert type scale: I == poor to 5 == excellent.

with a mean score of 3.75. However, the nature of shows that visitors attend this and other festivals
the event itself appears to be the most important with some regularity.
motivation for attending the Jazz festival, with a Part of the survey instrument had an exclusive
mean score of 3.86 for out-of-the-region visitors section for out-of-the-region visitors regarding
and 3.87 for the Umbria region visitors, respec- lodging selection and number of days spent in the
tively, followed by Entertainment motivation. region. Table 5 shows lodging types and number
Overall, Family Togetherness factor as a reason of days spent in the region for this segment. Over
for attending the festival was not ranked high by 44070 of the visitors stayed in hotels, followed by
either visitor segment. campground with almost 15070 as forms of lodg-
The study also reveals that there are some de- ing. Descriptive analysis of the study revealed that
mographic differences between the two groups. 20070 of the visitors in this segment did not stay
For example, out-of-the-region visitors mostly overnight (day visitors) in the region. The average
consist of younger (under age of 30 years) and number of days spent without the outliers is al-
male visitors, whereas the Umbria region visitors most 5 days. The most frequently mentioned
include more females and individuals over the age length of stay consisted of 3 days. However, the
of 40 years (see Table 3). The Umbria region visi- median length of stay was around 3.5 days.
tors also include more skilled workers, farmers,
and homemakers when compared to out-of-the-
region visitor occupations. With the exception of
gender, age, and occupation, no statistically sig-
nificant differences existed between the groups Table 5
with regard to marital status, education, income, Event Characteristics of Out-of-Region Visitor Segment
and party group. Event Variable N Irfo
Table 4 presents the selected event characteris-
tics of the segments. There were no statistically Lodging type
Hotels 107 44.53
significant differences in the level of overall festi- Friends & Families 24 10.21
val satisfaction and the number of people in the Campground 35 14.89
traveling group between the segments. Two seg- Other lodging 22 9.36
Day visitors 47 20.0
ments rated the level of the Jazz festival satisfac- Number of days spent
tion almost identical with a relatively high mean Mean 4.95
score (3.64 for out-of-the-region visitors and 3.63 Mode 3.00
Median 3.50
for the Umbria region visitor). The table also
 MARKET SEGMENTATION OF FESTIVAL VISITORS
Table 6
Summary Profiles of the Segments
Out-of-region visitors • Place more importance on Enter-
(75.4070 of the market) tainment
• Emphasize Event Novelty
• Mostly consist of younger visitors
(under 30 years old)
• Mostly consist of professional,
managers and owners as occupa-
tion
• Spend around 5 days in the region
• Most likely to use hotels
• Attend events and festivals with
some regularity
• Consist of more male visitors
Umbria region visitors • Place more importance on Social-
(24.6% of the market) ization
• Emphasize Event Novelty
• Mostly consist of older visitors (40
and over)
• Mostly consist of skilled workers,
and other occupational groups
(farmers, homemakers, etc.)
• Consist of more female visitors
Concluding Comments
The objective of this study was to examine and
profile motivations, demographic, and event char-
acteristics of visitors to Umbria Jazz Festival. By
using a priori segmentation approach the study
has revealed some differences and similarities be-
tween the two segments of visitors that warrant
special attention. As a consequence, specific and
differentiated strategies should be developed by
the festival's management to effectively serve and
reach these two target markets with the most ap-
propriate promotional devices.
The findings suggest that event attendees are
not homogeneous and may require a combination
of segmentation and promotion strategies. For ex-
ample, out-of-the-region visitors include more
younger, male, and professional visitors. Such de-
mographic information can be useful in expanding
the existing out-of-the region market(s) to include
other subsegments of the traveling public, and de-
veloping promotional materials targeted at that
market.
The appropriate allocation of limited resources
and new management actions depend upon sys-
tematic and objective information about and from
visitors. Table 6 provides a summary of the differ-
entiating and important characteristics of the two
181
segments. This research revealed information about
the segment groups that can aid Umbria Festival
managers and organizers to better target their
markets and promote the event and gain support
from the locals.
Literature on attendance motivations to local
festivals has consistently reported family together-
ness, socialization, excitement and thrills, and es-
cape as the most critical factors in visiting a festi-
val (Mohr at aI., 1993; Ralston & Crompton,
1988; Uysal et aI., 1993). Conversely, in the pres-
ent study the major motive appears to be the festi-
val novelty itself. A summary profile of the seg-
ments' description reveals that the major draw to
the event is the event itself. Entertainment as moti-
vation factor for attending the festival also is very
important to both segments. Any promotional
ffort in which the Festival engages should al-
ways maintain the focus of the event and its
features, and highlight diverse entertainment that
goes with it.
It is hoped that the information generated from
this study would complement and enhance the
economic impact and general visitor data base that
were generated by the Chamber of Commerce of
Perugia for Umbria Jazz Festival.
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