Abstract
ABSTRACT Perceived quality has been studied as a predictor of satisfaction and revisit intention in hospitality and tourism research. However, few studies have used these variables to segment attendee data over a multi-year period. Using the annual Double Decker Art, Music, and Food Festival in Oxford, Mississippi, this study compares and analyzes the differences between attendees clustered using satisfaction, perceived quality, demographic characteristics, and consumer expenditures. Three clusters were determined from the data, with one cluster exhibiting the highest levels of repeat visitation and willingness to spend more. This study demonstrates that attendees can be successfully segmented into homogenous groups, with implications for the festival along with future research endeavors emphasized.
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