Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event

This paper explores the behavioural segments of the audience at the Elvis Revival Festival in Parkes, Australia. Audiences were observed travelling to, and participating in, this two-day event, held in January 2007, which celebrated the life and music of Elvis Presley. The study highlights differences in fan behaviour, resulting in four behavioural audience segments: social, dabbler, fan and fanatic. The study demonstrates the use of participant observation as a method to understand differing audience segments. As a result, differences in marketing and management strategies may be created to cater for the different needs and expectations of visitors and local communities.