Self congruity. This is social self-image and is apparent throughout the travel industry in executive class travel. accommodation and other services. Events can be extremely social and with high public awareness. This presents excellent opportunities to integrate messages within the event to evoke images in the traveller’s mind of the event matching the self-image.
The ranking of these motives in order of importance can assist in determining which to isolate and focus on within the key marketing massage. These motives are also dynamic. A repeat participant may experience a shift in motives, with attention needed
To prevent potential boredom at the event. Need can also be segmented by participant profile. Lough and Kim (2004) found that males needed to release street and tension more than females when attending a basketball game. They also noted that older spectators viewed fan identification and the image of the team with greater importance. The marketing significant was noted. With order participants having perhaps more purchasing power, influence and longer life expectancies it was important to strategically segment, looking at those sources of information and message that influenced specific event participant base on profile.