Segmentation of visitors’ Behavior in Classical Music

Tourism Xiao Cui

Applied Research MethodsDecember 4, 2016

Purpose Statement & Research Questions

[Purpose Statement]► To examine the demands and motivations of classical music travelers;

► To give recommendations on how to use classical music performing resources to benefit both classical music organizations and local tourism industry.[Research Questions]

► What are the segmentations of classical music visitors?

► What are the motivations and demands for classical music visitors?

► Based on the segmentations of visitor’s behavior, what implementations should classical music performing organizations consider to improve their profitability?

► What potential opportunities classical music performing organizations have to attract more audience?

1. Just travelers2. SIT3. Musicians

Key Findings From Literature Review --- Music Festivals

[Festivals & Local Community]►The content of community-based music festivals is influenced by the host community, the interests of visitors, and local residents

[Attendee Motivations & Behaviors in Music Festivals]► Music matters, non music purposes also matter ► A wide range of ancillary activities are needed for those to whom the music is not the priority

[Attendee Clustering in Music Festivals]► Multi-motivations: cultural exploration, family togetherness, novelty, escape, event attractions, socialization.

Key Findings From Literature Review --- Classical Music & Orchestras

[Influencers of Attendees’ Behavior in Classical Concerts]

► Orthodox impression: High income and high education level

► Doubt their ability of “appreciating the classical music” when others applause

► Ticket price

[Issues Classical Music & Symphony Orchestra Facing Today]

► Classical music is losing attention of audiences ► Funding problems

Research Design

[Create framework for the research questionnaire] ► Likert-scale questions: motivation, environmental

perception, classical music perception, overall satisfaction

► Demographic questions: gender, age, nationality, job, monthly salary, educational background

► Others: music preferences, frequency of attending the performance

► Open-ended question (optional): recommendation for classical music performing organizations

[Create questions for Focus Group](after volunteers finish three concerts)

Findings & ResultsLiterature Review:

► Key Findings ► Limitations ►

Opportunities

Pilot test

Sampling Strategies & Data Collection Methods

[Questionnaire]

► Sampling StrategiesConcert audiencePeople in the park* Work with students from music institutions to give short outdoor concerts and select people who pay attention to the music

► Sampling size: 2,000 ► Data Collection Methods:

1. Concert audience: distribute questionnaires during intermissions2. People in the park: politely & patiently ask + give souvenirs

[Focus Group]

► Sampling StrategiesInvite 20 participants, aged 21-60, with little or no experience of classical music performances to attend three orchestral concerts in NYC

► Data Collection Methods:C1: traditional and formal type of performance, with playbill as the only source of information;C2: traditional and formal type of performance, with playbill and oral introductions in the performance;C3: classical music concerts with descriptive videos about the music on the screen.*After listening three concerts, focus group discussion will be held to examine participants’ feelings and opinions about the concerts

Plan For Analyzing The Data

[Questionnaire]

SPSS One-way ANOVA

[Focus Group Discussion]

RecordingNotes

Expected Findings

► The segmentation of classical music visitors based on their degree of preference to classical music;

► Music and non-music motivations are expected to be found;

► Music and non-music influencing factors about visitors’ attendance of classical music performances will be addressed。

Limitations, Applications & Opportunities For Further Research[Limitation]► Sampling strategies ► Length of the questionnairesNeed to be concise, otherwise will disturb people enjoying music► Lack of research fund, can’t support the data collection methods[Opportunity]

► More classical music activities should be examined[Application]This study will provide classical music performing organizations:

► Insights on the motivations and segmentations of classical music visitors

► Reasons that prevent visitors from attending the performances

► Approaches of improvement in attracting more attendees both nationally and internationally

Thank You