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Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green. 

This work is licensed under a Creative Commons Attribuion 4.0 International License. 

 

Events and Tourism Review 
 

Volume 1 

 

No. 1 

 

 

Examining the Visitor Profile and Event Characteristics of a 

Festival 
 

Yvette Green 

University of New Orleans                                                                

 

 
  

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Recommended Citation 

Green, Y. N. (2018). Examining the Visitor Profile and Event Characteristics of a Festival. 

Events and Tourism Review, 1(1), 35-45. 

 

 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        36 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

 

Abstract 

 

Festivals and special events serve as important attractors for destinations and provide 

unique experiences for visitors. The purpose of the study is to examine a visitor profile and 

event characteristics of the 2015 Louisiana Seafood Festival.  Food and beverage and music 

were the top rated aspects of the festival most important to the attendee. Results showed that 

the festival made a valuable contribution by attracting nearly 56,000 attendees. The visitor 

profile provided valuable information on visitor characteristics, event characteristics, and 

visitor spending.  The event organizers can use the visitor profile for marketing and advertising 

efforts to attract more patrons to the festival. 

 

Keywords: Festivals, Visitor Profile, Event Characteristics, Seafood 

 

Introduction  

The festival industry in the City of New Orleans encompasses so much of the city’s food, 

resources, and culture.  French Quarter Fest, Jazz and Heritage Festival, and the Essence Festival 

highlight the city’s musical scene while festivals such as the Po-Boy Festival, Decadence 

Festival, New Orleans Oyster Festival and the Louisiana Seafood Festival highlights the city’s 

food, culture, and natural resources.  Festivals can develop social and cultural awareness as well 

as serve as an economic generator.   

Studies have highlighted the need to examine festival for their impact on the community, 

the attendees behaviors, and determining social, cultural and economic impacts (Kyungmi & 

Uysal, 2003; Gursoy, Kim & Uysal, 2004, Eraqi, 2007; Gu & Ryan, 2008; Jackson, 2008; 

Slabbert & Viviers, 2011).  This gap is the catalyst for the current study. 

The purpose of this study was to provide a visitor profile analysis of the 2015 Louisiana 

Seafood Festival (LSF).  It is the objective of the study to profile the event characteristics of the 

festival and the travel characteristics of the attendees to the festival.  The research questions are: 

1) What are the event characteristics that are important to the 2015 LSF attendees, and 2) 

what are the travel characteristics of LSF attendees to the festival? 

Ultimately, the implications of this study will provide the organizers with valuable 

recommendations for future festivals to attract visitors.  

 

Literature Review 

 

Festival Research 

Festivals and special events serve as important attractors for destinations and provide 

unique experiences for visitors.  Research shows that it is important to understand the 

perceptions of residents and try to maximize positive perceptions (Gursoy et al., 2004). Several 

studies have addressed resident perceptions of the impact of festivals (Andereck, Valentine,  

 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        37 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Knopf & Vogt, 2005; Fredline & Faulkner, 2002; Kim & Petrick, 2005; Ohmann, Jones & 

Wilkes, 2006). 

Knowledge regarding the impacts of festivals on communities is growing, and it is 

important to determine the impacts of the festival on the community (Eraqi, 2007; Gu & Ryan, 

2008; Jackson, 2008; Slabbert & Viviers, 2011).  Research has focused on understanding 

attendee behavior or delineating the direct economic impacts of visitation upon host communities 

and suggested that research beyond economic impacts and motivations were very few. Studies 

highlighted the need for a research agenda to consider all three aspects of economic, social and 

environmental aspects (Kyungmi & Uysal, 2003; Gursoy, Kim & Uysal, 2004) 

 

The Louisiana Seafood Festival 

The Louisiana Seafood Festival was selected as the festival to investigate.  The Louisiana 

Seafood Festival is a celebration of all the fresh and flavorful seafood from the state of 

Louisiana.  The seafood highlighted at the festival include crab, shrimp, oyster, alligator, 

crawfish and all fin fish. The festival was founded in 2007 and is eight years old.  In the past, the 

dates for the festival fluctuated during the fall months of September and October. In 2015, the 

festival locked in the Labor Day weekend dates for three years. Along with the fluctuation of 

dates, the venue for the festival has also fluctuated. Each year the venue grew larger to 

accommodate the growing number of patrons. Since 2014, the festival has taken place in the 

New Orleans City Park Fairgrounds, one of the largest festival venues in the city. 

 The three-day festival offers the following activities/events: three days of live 

music, celebrity chef cooking demonstrations, a beer garden featuring a wide selection of craft 

beers, a kid’s tent featuring seafood-themed activities, an arts village, and food and beverage 

vendors.  Admission for the festival is free; however, patrons purchase food and beverage items 

as well as arts and crafts. 

 

Methodology  

 

Questionnaire Design 

Representatives of the Louisiana Hospitality Foundation (LHF), the producer of the 

Louisiana Seafood Festival (LSF), contracted with the Hospitality Research Center (HRC) at the 

University of New Orleans (UNO) for the purpose of providing information about attendees to 

the 2015 LSF festival.  The questionnaire was adapted from a visitor profile survey developed 

and used by the HRC in prior studies (Chacko & Marcell, 2007, Roussel, 2009, Jainchill, 2013).  

Representatives from HRC, with input from LHF, designed the questionnaire to be administered 

during the event. The questionnaire consisted of 30 questions. Fifteen questions addressed the 

festival event characteristics, eleven questions addressed visitor attendees travel characteristics, 

and four questions addressed demographics. 

 

Data Collection and Analysis 

A team of surveyors trained in data collection administered the surveys during the 

festival weekend, September 4-September 6, 2015 via on-site intercept.  A total of 600 

completed surveys were obtained. The completed questionnaires were forwarded to HRC for 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        38 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

data entry and editing. The HRC analyzed the data using statistical software, results were 

tabulated and a frequency analysis conducted. Information provided by respondents relative to 

their experience at the festival (sociological/cultural festival impacts) and demographic 

characteristics were summarized using simple statistics.  Responses to open-ended questions 

were categorized by hand and then organized based upon the most frequent themes that emerged 

from visitors’ comments. These data collection and analysis methods were successfully used in 

other festival research studies (Shani et al., 2009; Mcdowall et al., 2014) 

The visitor profile provides information presenting the results from each question 

included in the survey. In some tables, totals may not add up due to rounding.   LHF 

representatives provided 56,000 attendees as the attendance figure of the event, which was used 

in the visitor profile. 

 

Results and Discussion 

 

Travel Characteristics 

Most of the Louisiana Seafood Festival (LSF) attendees were residents of the New 

Orleans metro area (73.8%).  The majority of local attendees to the festival came from Orleans 

Parish (54.8%) and the second largest set of local attendees came from Jefferson Parish (37.4%).  

Louisiana (outside the New Orleans metro area) was the top state of residence for out-of-town 

visitors to the festival (14.8%). The remaining top states of residence included Texas (13.4%), 

Florida (9.4%), Mississippi (9.4%), and Georgia (7.4%).  Table 1 shows the parish of residence 

for the local attendees. 

 

 

Table 1. Parish of Residency for Local Residents 

Response  Percentage 

2015 

Orleans Parish 

Jefferson Parish  

54.8 

37.4 

St. Tammany Parish  4.4 

St. Charles Parish 1.1 

St. John the Baptist Parish 1.1 

St. Bernard Parish 

Plaquemines Parish 

0.7 

0.5 

 

Total  100.0 

Valid Cases  436 

 

The majority (84.6%) of out-of-town Louisiana Seafood Festival visitors stayed 

overnight in the New Orleans area.   Visitors who stayed overnight in New Orleans spent an 

average of 3.5 nights in the area.  Over half (57.3%) of the overnight visitors stayed in hotels, 

while a smaller portion stayed with friends or relatives (25.8%). 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        39 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

The average room rate for visitors staying in a hotel was $149 per night.  The majority 

(66.7%) of overnight visitors who stayed in hotels reported having two people per room.  Most 

of the overnight visitors who stayed in a hotel reported that their party occupied only one room 

(83.6%). 

More than half (58.8%) of the out-of-town visitors drove to New Orleans. Another 40.5% 

chose to fly into the city.  23.6% of the visitors who were in New Orleans to attend the Louisiana 

Seafood Festival while the majority came to the city for other vacation or pleasure purposes 

(63.5%). 

Visitors spent an average of $651 during their trip to New Orleans. The largest spending 

category was for meals ($228) followed by lodging ($129). Table 2 shows Average Individual 

Visitor Trip Expenditures. 

 

Table 2. Average Individual Visitor Trip Expenditures 

Response  2015  

Restaurants/Meals  $228  

Bars/Nightclubs  $95  

Recreation/Entertainment  $63  

Shopping  $72  

Local Transportation  $44  

Gambling  $21  

Lodging  $129  

Total  $651  

 

The Louisiana Seafood Festival can be characterized as a “locals” festival as the majority 

of visitors lived in the New Orleans area (Orleans and Jefferson Parishes).  Out of town visitors 

included other parts of Louisiana, Texas, Florida, Mississippi and Georgia.  While 23% traveled 

specifically for the Louisiana Seafood Festival, the majority of visitors (63.5%) were in town for 

other vacation/pleasure activities. 

The majority of out of town visitors stayed on average 3.5 nights in the New Orleans 

area.  Most stayed at a hotel spending on average $149 in room rate costs.  Out of town festival 

attendees spent an average of $651 in all the hospitality and tourism sectors including hotels, 

restaurants, bars/nightclubs, gaming, shopping, and local transportation – restaurants received the 

highest expenditures.  If extrapolated outward, this type of spending could have a significant 

economic impact on the local community.  

 

Event Characteristics 

Over half (68.7%) of the respondents attended the festival for the first time during 2015.  

The average number of prior visits to the event was 2.5. The majority (77.3%) of the repeat 

visitors had attended the event between one and three times in the past.  Most individuals 

attended the event in parties of two or three people (63.9%).  The majority of festival attendees 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        40 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

did not bring any children with them to the event (72.5%).  Of those who brought children to the 

event, about half (49.3%) had one child.  Table 3 shows the Number of Prior Visits. 

 

Table 3. Number of Prior Visits 
Response  Percentage 

2015 

One time  33.0 

Two times  28.1 

Three times  16.2 

Four times  10.8 

Five times or more 

Total 

11.8 

100 

Average no. of times  2.5 

Valid Cases  185 

 

Attendees spent an average of 1.3 days at the festival. The majority (75.5%) of attendees 

spent one day at the Louisiana Seafood Festival. The highest proportion (60.6%) of attendees 

spent $50 or less for the day at the festival. The average daily spending for all attendees was $59. 

Food and drinks (73.6%) was the top-rated aspect of the Louisiana Seafood Festival followed by 

music (28.6%) and atmosphere (9.3%). Table 4 shows the Patrons Expenditures at the Event.  

Table 5 shows the Patrons Favorite Aspect of the Festival. 

 

Table 4. Patrons Expenditures at the Event 
Response  Percentage 

2015 

$50 or less  60.6 

$51 - $100  32.8 

$101 - $200  6.1 

$201 and above  0.5 

Total  100.0 

Average expenditure  $59 

Valid Cases  594 

 

Table 5. Patrons Favorite Aspect of the Festival 
Response Percent of Cases 

2015 

Food/Drinks 73.6 

Music 28.6 

Atmosphere 9.3 

Free 6.6 

Location 3.4 

People 3.0 

Family friendly 1.3 

Other 7.4 

Total* 133.2 

N 791 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        41 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

Word of mouth (36.1%) was the top source of information for festival attendees followed 

by the website (26.6%) and TV (11.7%).  The top sponsors of the Louisiana Seafood Festival 

recognized by attendees were Drago’s (32.9%), State Farm (25.3%), and Bud Light (20.7%).  

Table 6 shows the Sources of Information for attendees. 

 

Table 6. Sources of Information 
Response Percent of Cases 

2015 

Word of Mouth 36.1 

Website 26.6 

TV 11.7 

Previous visits 9.8 

Newspaper 9.0 

Radio 6.1 

Tourism publicity 5.3 

Social Media 3.6 

Other 14.9 

 

Total* 

N 

123.1 

726 

*Total equals more than 100% due to multiple responses 

 

Respondents indicated their likelihood to recommend the Louisiana Seafood Festival to 

other people using a ten point scale (0=Not at all likely; 10=Extremely likely). The average 

likelihood to recommend the event was 9.3, while the median was 10.  When the results of 

likelihood to recommend were analyzed using the Net Promoter Score (NPS) model, a customer 

loyalty metric, the Louisiana Seafood Festival had a score of 72.1%. Scores of 50% and above 

are considered to be satisfactory.  The majority of festival attendees reported they would return 

to the festival next year (88.4%).  Table 7 shows the Likelihood to Recommend the Louisiana 

Seafood Festival. 

 

Table 7. Likelihood to Recommend the Louisiana Seafood Festival 
Response  Percentage 

2015 

Promoters (rating 9 to 10)  76.3 

Passive (rating 7 to 8)  19.6 

Detractors (rating 0 to 6)  4.2 

  

Total  100.0 

 

Net Promoter Score  72.1% 

Average rate 

Median rate 

9.3 

10.0 

 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        42 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

The visitors to the Louisiana Seafood Festival appeared to be very satisfied with the 

festival and its event characteristics.  The Louisiana Seafood Festival received a Net Promoter 

Score of 72.1% which is extremely satisfactory in customer loyalty.  Of the repeat visitors to the 

festival, the average number of prior visits to the event was 2.5. The majority (77.3%) of the 

repeat visitors had attended the event between one and three times in the past.  The majority of 

all festival visitors (88.4%) would attend again next year.  

The Louisiana Seafood Festival is developing a following of repeat attendees. It appears 

both new and repeat visitors are satisfied with the festival.  Food/drinks and music were the top 

two rated aspects of the festival.  On average, attendees spent $59 at the festival.  Louisiana 

seafood is the highlight of this festival, and this natural resource comes in the form of shrimp, 

crawfish, oyster, crab, finfish, and alligator.  Attendees purchased specially crafted food items 

from restaurant vendors using Louisiana seafood as well as beverages and retail items such as 

arts and crafts.  The music entertainment secured for the festival were well-known local bands.  

Since food/drinks and music are the mainstay for the festival, maintaining the current number of 

restaurant vendors or increasing the number of vendors along with increasing the number of 

bands or length of performance time of the bands would maintain the high level of customer 

loyalty to the festival. 

When looking at the recognizable sponsors and the sources of information for attendees, 

the largest recognizable sponsor was, Drago’s, a local well-known restaurant, followed by State 

Farm and Bud Light, both nationally recognized companies.  Word of mouth was the largest 

source of information followed by the website. In New Orleans, there is a large food culture. 

Thus, there is the potential to capitalize on other well-known restaurants as sponsors as well as 

other large beverage brands.  Advertising in restaurants who are sponsors and/or vendors would 

increase the word of mouth source of information.  

As social media continues to become prevalent, engaging in a social media campaign 

may also attract attendees. Starting social media pages such as Instagram and Facebook for the 

festival, then advertising the event and providing exclusive discounts available through social 

media will increase awareness and attendance. Finally, linking the social media to the festival 

website will bring the grassroots advertising full circle. 

 

Demographics 

Almost a third (31.7%) of respondents had a household annual income of over $100,000.  

The majority of respondents who attended the festival were white (64.9%), while a smaller 

proportion was black (28.7%).  Over half of the respondents were between the ages of 25 and 49 

years old (58.8%), and more than half of the respondents who participated in the survey were 

female (57.5%).   

A large portion of the attendees has income over $100,000, which means the potential for 

large discretionary income. The attendees are split between females and males leaning more 

towards females and between the ages of 25 and 50. This demographic means that there is the 

possibility of families.  Only a small percentage of attendees brought children (27.5%) to the 

festival, and those who brought children on average brought two children with them.  There is 

potential to attract more families with children to the event.  Increasing dedicated family-friendly 

activities would increase the attendance of families. Increased family attendance would result in 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        43 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

increased retail, food and beverage sales.  This spike in income would have an impact on the 

financial success of the festival. 

 

Other Festival Issues 

One challenge faced by the Louisiana Seafood Festival is the fluctuation of the annual 

date and venue location for the event.  As the festival grew, organizers had to locate a venue to 

accommodate the increased number of attendees as well as find an ideal date to avoid conflict 

with other festivals and events in the city.  

 Having an annual date and dedicated venue would allow advanced planning for the 

festival organizers and the festival visitors alike.  The festival organizers will be able to secure 

additional sponsorship, vendors, and advertising because the date and venue are set versus 

fluctuating. The festival attendee will be able to plan by adding a trip to the festival onto an 

established vacation, or other pleasure trips into the city of New Orleans. 

 

Conclusion and Implications 

 

In conclusion, the 2015 Louisiana Seafood Festival attracted nearly 56,000 attendees and 

made a valuable contribution to the New Orleans metro area economy.  The study provided 

noteworthy implications for both industry festival event organizers and academics alike. 

The practical implications for festival organizers are timely.  Advertising and 

partnerships are crucial for festival attendance.  Understanding the attendee make up will allow 

for new programming which is vital to the success of the event.  From the academic standpoint, 

adding new research on event characteristics and attendee travel characteristics for the festival is 

beneficial to the great discussion of impacts of festivals on a community. 

Based on the results and discussion of the study, the following are recommendations for 

the LSF event organizers: 

1) Develop a two-pronged approach to advertising the festival which encompasses local and 

out of town advertising. Develop partnerships with entities such as marketing boards and 

CVBs to advertise the festival. 

2) Select a dedicated date and venue for the festival. A dedicated date and venue will 

provide continuity and allow the organizers and attendees to plan for the festival. 

3) Increase number of restaurant sponsorships and vendors. Advertise within these 

establishments to increase word of mouth about the festival.  

4) Start Instagram and Facebook pages for the festival, providing exclusive festival 

discounts available through social media. Link the social media to the festival website to 

capitalize on the website usage. 

5) Increase the dedicated family and children friendly activities to increase the attendance of 

families.  

The aforementioned recommendations provide tangible practical implications for the 

festival organizers. These recommendations, if instituted, may have a positive impact on the 

overall success of the event. The visitor profile from the 2015 Louisiana Seafood Festival 

provided the event organizers with valuable information on visitor characteristics, event 

characteristics, and visitor spending.  The event organizers can use the visitor profile for target 

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Green, Y. N. (2018) / Events and Tourism Review, 1(1), 35-45.        44 

 

 
Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

marketing and advertising efforts to attract more patrons to the festival.  The festival 

management academic community will also benefit from this study.  Focusing on the visitor 

profile of a festival provides a new dimension in the festival research literature.  

The results of this study are limited to the 2015 Louisiana Seafood Festival.  However, 

such research provides the opportunity for future investigation.  Future research may include 

examining the economic impact of the festival on the local community.  Studying the festival 

longitudinally to examine trends in visitor profile, economic impact, and changes in festival 

organization and delivery of the festival are also opportunities for future research. The current 

study along with future research opportunities will provide valuable information for the festival 

management research body of literature.   

 

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Events and Tourism Review Vol. 1 No. 1 (December 2018), 35-45, DOI: 10.18060/22785 

Copyright © 2018 Yvette N. Green 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

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