The Status of the Marketing Concept Among Festival Organizers

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Abstract
An instrument designed to operationalize adoption of the marketing concept was completed by a sample of 291 festival organizers. It consisted of 27 items derived from a literature review and focus group interviews. Factor analyses and a series of decision rules were used to develop a final instrument of 17 items that comprised three dimensions: visitor orientation, pre-experience assessment, and postexperience evaluation. Respondents per ceived most festival organizers to be visitor-oriented, fewer to engage in postexperience evaluation, and still fewer to undertake pre-experience assessment. The level of sophistication at which the marketing concept was implemented by festivals appeared to reflect the level of available resources.