Abstract
The purpose of this study is to extend existing gender research by segmenting visitors to a major music event, namely U2's 360° Tour in Johannesburg, using gender as a segmentation base. A survey was conducted at the concert where a total of 600 questionnaires were administered, and 585 completed questionnaires were included in the analysis. Independent t tests, two-way frequency tables, and chi-square tests were used to profile the attendees and to investigate any significant differences between male and female visitors, based on demographics, behavioral variables, and motivational factors. The results show clear differences between male and female visitors, which are significant enough to regard them as two separate market segments. These differences should be taken into consideration when marketing and managing major music events.
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