Audience segmentation and communicating towards a music festival – the nos primavera sound

António Lopes de Almeida; Elvira Vieira; Ana Pinto Borges

doi:10.34190/IRT.21.061

Audience segmentation and communicating towards a music festival – the nos primavera sound

António Lopes de Almeida, Elvira Vieira, Ana Pinto Borges

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The purpose of this paper is to highlight the main communication channels to promote a music festival. Music festivals are one of the central drivers for the promotion of cultural tourism and are highly significant for local economies. Understanding the main marketing communication channels, and the most effective way to reach different segments of public, is an essential feature for festival management. To explore this theme, data were collected during the 2018 edition of the NOS Primavera Sound music festival, and then analysed through non-parametric tests. The methodology used was based on audience segmentation considering sociodemographic characteristics and participation engagement. Thus, this paper aims to contribute to this field of research identifying the diverse potential communication channels across different segments of music festival audiences, contemplating also their motivation and global satisfaction levels with the event.

Original language	English
Title of host publication	Proceedings of the 4th International Conference on Tourism Research, ICTR 2021
Editors	Cândida Silva, Mónica Oliveira, Susana Silva
Publisher	Academic Conferences and Publishing International
Pages	287-295
Number of pages	9
ISBN (Print)	9781912764938
DOIs	https://doi.org/10.34190/IRT.21.061
Publication status	Published - 2021
Externally published	Yes
Event	4th International Conference on Tourism Research, ICTR 2021 - Virtual, Online Duration: 20 May 2021 → 21 May 2021

Publication series

Name	Proceedings of the International Conference on Tourism Research
ISSN (Electronic)	2516-3612

Conference

Conference	4th International Conference on Tourism Research, ICTR 2021
City	Virtual, Online
Period	20/05/21 → 21/05/21

Bibliographical note

Publisher Copyright:
© the authors, 2021. All Rights Reserved.

Keywords

Marketing Communication
Music Festival Audience Segmentation
Music Festivals
NOS Primavera Sounds
Oporto

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.34190/IRT.21.061

Cite this

Almeida, A. L. D., Vieira, E., & Borges, A. P. (2021). Audience segmentation and communicating towards a music festival – the nos primavera sound. In C. Silva, M. Oliveira, & S. Silva (Eds.), Proceedings of the 4th International Conference on Tourism Research, ICTR 2021 (pp. 287-295). (Proceedings of the International Conference on Tourism Research). Academic Conferences and Publishing International. https://doi.org/10.34190/IRT.21.061

Almeida, António Lopes de ; Vieira, Elvira ; Borges, Ana Pinto. / Audience segmentation and communicating towards a music festival – the nos primavera sound. Proceedings of the 4th International Conference on Tourism Research, ICTR 2021. editor / Cândida Silva ; Mónica Oliveira ; Susana Silva. Academic Conferences and Publishing International, 2021. pp. 287-295 (Proceedings of the International Conference on Tourism Research).

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abstract = "The purpose of this paper is to highlight the main communication channels to promote a music festival. Music festivals are one of the central drivers for the promotion of cultural tourism and are highly significant for local economies. Understanding the main marketing communication channels, and the most effective way to reach different segments of public, is an essential feature for festival management. To explore this theme, data were collected during the 2018 edition of the NOS Primavera Sound music festival, and then analysed through non-parametric tests. The methodology used was based on audience segmentation considering sociodemographic characteristics and participation engagement. Thus, this paper aims to contribute to this field of research identifying the diverse potential communication channels across different segments of music festival audiences, contemplating also their motivation and global satisfaction levels with the event.",

keywords = "Marketing Communication, Music Festival Audience Segmentation, Music Festivals, NOS Primavera Sounds, Oporto",

author = "Almeida, {Ant{\'o}nio Lopes de} and Elvira Vieira and Borges, {Ana Pinto}",

year = "2021",

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series = "Proceedings of the International Conference on Tourism Research",

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}

Almeida, ALD, Vieira, E & Borges, AP 2021, Audience segmentation and communicating towards a music festival – the nos primavera sound. in C Silva, M Oliveira & S Silva (eds), Proceedings of the 4th International Conference on Tourism Research, ICTR 2021. Proceedings of the International Conference on Tourism Research, Academic Conferences and Publishing International, pp. 287-295, 4th International Conference on Tourism Research, ICTR 2021, Virtual, Online, 20/05/21. https://doi.org/10.34190/IRT.21.061

Audience segmentation and communicating towards a music festival – the nos primavera sound. / Almeida, António Lopes de; Vieira, Elvira; Borges, Ana Pinto.
Proceedings of the 4th International Conference on Tourism Research, ICTR 2021. ed. / Cândida Silva; Mónica Oliveira; Susana Silva. Academic Conferences and Publishing International, 2021. p. 287-295 (Proceedings of the International Conference on Tourism Research).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Audience segmentation and communicating towards a music festival – the nos primavera sound

AU - Almeida, António Lopes de

AU - Vieira, Elvira

AU - Borges, Ana Pinto

PY - 2021

Y1 - 2021

N2 - The purpose of this paper is to highlight the main communication channels to promote a music festival. Music festivals are one of the central drivers for the promotion of cultural tourism and are highly significant for local economies. Understanding the main marketing communication channels, and the most effective way to reach different segments of public, is an essential feature for festival management. To explore this theme, data were collected during the 2018 edition of the NOS Primavera Sound music festival, and then analysed through non-parametric tests. The methodology used was based on audience segmentation considering sociodemographic characteristics and participation engagement. Thus, this paper aims to contribute to this field of research identifying the diverse potential communication channels across different segments of music festival audiences, contemplating also their motivation and global satisfaction levels with the event.

AB - The purpose of this paper is to highlight the main communication channels to promote a music festival. Music festivals are one of the central drivers for the promotion of cultural tourism and are highly significant for local economies. Understanding the main marketing communication channels, and the most effective way to reach different segments of public, is an essential feature for festival management. To explore this theme, data were collected during the 2018 edition of the NOS Primavera Sound music festival, and then analysed through non-parametric tests. The methodology used was based on audience segmentation considering sociodemographic characteristics and participation engagement. Thus, this paper aims to contribute to this field of research identifying the diverse potential communication channels across different segments of music festival audiences, contemplating also their motivation and global satisfaction levels with the event.

KW - Marketing Communication

KW - Music Festival Audience Segmentation

KW - Music Festivals

KW - NOS Primavera Sounds

KW - Oporto

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M3 - Conference contribution

AN - SCOPUS:85117216866

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T3 - Proceedings of the International Conference on Tourism Research

SP - 287

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BT - Proceedings of the 4th International Conference on Tourism Research, ICTR 2021

A2 - Silva, Cândida

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ER -

Almeida ALD, Vieira E, Borges AP. Audience segmentation and communicating towards a music festival – the nos primavera sound. In Silva C, Oliveira M, Silva S, editors, Proceedings of the 4th International Conference on Tourism Research, ICTR 2021. Academic Conferences and Publishing International. 2021. p. 287-295. (Proceedings of the International Conference on Tourism Research). doi: 10.34190/IRT.21.061

Audience segmentation and communicating towards a music festival – the nos primavera sound

Abstract

Publication series

Conference

Bibliographical note

Keywords

UN SDGs

Access to Document

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Cite this