Emma C

1. Reason for Research

4. Identifying cluster components
Rotated Component Matrixa
Component
1 2 3 4 5
Age .757
On holiday .892
Festival Culture .506 -.514
Tradition .615 -.443
Fun day out -.452
Attended Before .934
It’s important to .643
support local cultural
events such as this
For a day out .576
Interested in .775
attending festivals in
general
Enjoy the social & .812
cultural side of
festivals
Festival is close to .730
home

5. The Dendrogram…

6. Cluster Analysis GMF : The five clusters

7. Cluster Analysis GMF : The five clusters

8. Cluster Analysis GMF : The five clusters

9. Cluster Analysis : HAUC Farmers Market