This research focused on the relationship between visitors’ interest in jazz music as a motive for attending a jazz music festival and their subsequent personal expenditures during the festival. In addition, the study examined how a number of other factors influenced the spending behavior at the festival. The results show that people who are more interested in jazz music spend more money during the festival than those who are less interested. The tentative explanation suggested for this relationship is that those very interested in jazz music spend more money on concerts and other arrangements. The results also reveal that, among other things, length of stay, respondents’ geographical location, household income, and household size affect the amount of personal expenditures during the festival. Finally, some outlines for future research are suggested, and the results’ implications for festival managers are briefly discussed.
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