Target audience differentiation through 3 Rivers, 1 Island Total Art Happening in Győr

Abstract

Today's urban policies in Central and Eastern Europe place an increasing emphasis on cultural and creative activities, as the industrial activity is not always sufficient for the development of cities – and thus the regions run by them – and needs to be supported by tourism, especially cultural tourism. Organising cultural events, art festivals and happenings has a major impact on the development of the urban milieu. Today, events and festivals make a significant contribution to shaping the cultural image of a city. The key to the successful organization of festivals is the knowledge of the target audience, the differentiation, the most accurate segmentation of consumer groups. The present study showcases a detailed and comprehensive visitor analysis through 31! 3 Rivers, 1 Island Total Art Happening organized by Győr in Hungary. The organizers aimed to rethink and consciously use the genre (happening instead of festival) to differentiate the event effectively, and to create a unique image, consciously building on the needs of a young target group, with a new emphasis on visuality.