Segmentation of the spectators attending a festival based on musical preferences

Purpose The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences. Design/methodology/approach In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc single-variate ANOVA analysis. Findings The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival. Practical implications The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival. Originality/value The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.