1. Segmentation of visitors’ Behavior in
Classical Music Tourism
Xiao Cui
Applied Research Methods
December 4, 2016

2. 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 travelers
2. SIT
3. Musicians

3. 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.

4. 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

5. 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 & Results
Literature Review:
► Key Findings
► Limitations
► Opportunities
Pilot test

6. Sampling Strategies & Data Collection Methods
[Questionnaire]
► Sampling Strategies
Concert audience
People 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 intermissions
2. People in the park: politely & patiently ask +
give souvenirs
[Focus Group]
► Sampling Strategies
Invite 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

7. Plan For Analyzing The Data
[Questionnaire]
SPSS
One-way ANOVA
[Focus Group Discussion]
Recording
Notes

8. 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。

9. Limitations, Applications & Opportunities For Further Research
[Limitation]
► Sampling strategies
► Length of the questionnaires
Need 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

10. Thank You