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Analyzing a total of 15,718 responses from visitors to the NASCAR Hall of Fame Exhibition, this study assessed the generational effects on exhibition dimensions, expenditure items and evaluation indicators. Analysis revealed that three exhibition dimensions (exhibits, concessions, and facility) and four expenditure items (tickets, dining, retail/shopping, and entertainment) differed significantly across generations including Silents, Boomers, Gen-X, Gen-Y, and Gen-Z. Moreover, all evaluation indicators differed significantly by generation. Theoretical and managerial implications of the study are discussed with specific recommendations for the exhibition and event market. [ABSTRACT FROM AUTHOR]

Information about motivation related to travel behavior allows marketers to better understand and predict individuals' decision making. This study identified underlying motivational factors of national cultural festival-goers in Korea and classified distinct travel groups attending the festival. Factor analysis determined eight reliable motivational factors and cluster analysis suggested three heterogeneous travel groups. To validate the travel groups. analysis of variance (ANOVA) and discriminant analysis were performed, followed by the chi-square statistic. The findings support that significant differences exist in the motivational factors, overall satisfaction levels, annual income, and duration of the visit across the three travel groups. Practical implications are discussed for festival marketers to promote cultural festival visits. [ABSTRACT FROM AUTHOR]

The main purpose of this study was to determine the underlying dimensions associated with activities undertaken by festival visitors and to discover any significant differences in these dimensions by distinct types of visitors attending a national cultural festival. A total of 335 participants obtained by a systematic random sampling method were used for analysis. Factor analysis delineated five possible activity factors and K-means cluster analysis distinguished three distinct groups of visitor. To examine the validity of the clusters, analysis of variance and discriminant analysis were performed. The results of the two analyses showed that there were significant differences in the three clusters on the activity factors. Additionally, the chi-square statistic revealed that the three clusters were substantially different in age, total spending, and past visit. Based on the significant findings, marketing implications and recommendations are discussed. [ABSTRACT FROM AUTHOR]

A total of 1,488 responses obtained from an internet-based survey were analyzed to determine push and pull motivation of university students toward multi-destinations and to assess if there were statistically significant differences across the top 10 domestic destinations. Based on the analysis, six push and pull forces were appropriately delineated and substantial differences were found across the destinations. The results of this study can help more effectively predict how student travelers are pushed and pulled, and how these forces differ across U. S. domestic destinations. Marketing implications are discussed by destination. [ABSTRACT FROM AUTHOR]