Expenditure-based segmentation: a case analysis of attendees to a youth festival in South Africa

Abstract

This case analysis applies expenditure-based segmentation to the Samsung Rage Festival in South Africa, a major youth festival. Results reveal that that expenditure levels are associated with a number of socioeconomic as well as numerous travel characteristics. Overall, it is shown that knowledge of the spending behavior of youth travelers can assist festival administrators in developing programs that reflect the characteristics of the three expenditure segments studied. Directions for further examination in this research stream are provided.