The impact of digital communication on promoting an event: defining personas and strategies

• Autor(a) principal: Vieira, Elvira Pacheco
• Data de Publicação: 2023
• Outros Autores: Borges, Ana Pinto, Ostapenko, Svitlana
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10198/30359
• topic: Communication; Segmentation; Festival; North festival; Strategy

Music festivals are significant drivers of cultural tourism and economic growth, drawing increasing attention due to their social and cultural impact. In this digital age, the internet and social media have transformed festival promotion, particularly among millennials and generation Z. As the festival landscape becomes more competitive, maintaining attendee loyalty has become vital for festival managers and investors. Tailored communication based on defining consumer segments is an effective approach for festivals success. Namely two axes of segmentation have proven to be relevant in communication process: one – based on loyalty (reflected in previous participation and duration of presence at the festival); and second – based on generation’s peculiarities. Therefore, this study aims to identify effective communication channels for engaging these different segments of festival attendees. It analyzes attendee profiles, satisfaction levels, and loyalty across various generational groups and segmentation profiles. Social media emerges as a dominant channel, especially for Generation Z, highlighting the need for tailored marketing strategies. Findings provide practical insights for festival organizers, enabling them to select the most effective marketing channels for diverse audience segments. The research also suggests the importance of understanding Generation Y’s preferences and exploring alternative communication channels and social networks. By aligning marketing efforts with attendee preferences, organizers can enhance satisfaction, foster loyalty, and ensure the continued success of music festivals in our evolving cultural landscape.