Interestingly, however, study results also revealed that on closer analysis,
visitors to the festival were not found to be a homogenous group of
people. Rather, there were actually several points of differentiation with respect
the motivations and perceptions of the visitors to the festival (i.e.,
based on gender, extent of prior attendance, and level of income). Each
of these provides an opportunity for event organizers to reconsider their
current suite of marketing strategies with a view to better positioning this
event in the eyes of the (various) consumers. This notion was supported
by Kotler (1999), who argued that successful operators “ . . . must identify,
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