Festivals and special events benefit both local communities and visitors. Community festivals of short duration contribute to the celebration of culture, identity, and place. Festivals also enhance exposure, awareness, profitability and image of the host community, as well as serve as a vehicle for other development (Felenstein & Fleischer, 2003; Getz, 1991; Hall, 1992; Nicholson & Pearce, 2001). To maximize benefit and enhance events, organizers need to continually assess and evaluate their event and its market.
In 2006, the University of Minnesota Tourism Center (UMTC) and Center for Urban and Regional Affairs (CURA) were contracted to profile visitors to Dragon Festival, organized by the Dragon Festival Executive Board. Several visitor characteristics were of interest beyond demographics, including information sources, spending habits, and experience at Dragon Festival. To that end, a visitor questionnaire was developed and administered to Dragon Festival visitors.
On average, respondents spent more than four hours at Dragon Festival, predominately with family (38.3%) or family and friends (25.1%) and reported spending the most on souvenirs (M=$18.22). Respondents indicated they enjoyed many aspects of the Dragon Festival. Among the options presented, respondents most frequently cited they enjoyed the dragon boat race (40.2%) and cultural performances (22.9%).
Salk, Raintry; Schneider, Ingrid E..
Profile of 2006 Dragon Festival Attendees.
University of Minnesota Tourism Center.
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