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The Status of the Marketing Concept Among Festival Organizers

John L. Crompton

An instrument designed to operationalize adoption of the marketing concept was completed by a sample of 291 festival organizers. It consisted of 27 items derived from a literature review and focus group interviews. Factor analyses and a series of decision rules were used to develop a final instrument of 17 items that comprised three dimensions: visitor orientation, pre-experience assessment, and postexperience evaluation. Respondents per ceived most festival organizers to be visitor-oriented, fewer to engage in postexperience evaluation, and still fewer to undertake pre-experience assessment. The level of sophistication at which the marketing concept was implemented by festivals appeared to reflect the level of available resources.

Journal of Travel Research, Vol. 33, No. 4, 14-22 (1995)
DOI: 10.1177/004728759503300403


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