Preferences and Perceived Value in Musical Events: Guitar Festival of Córdoba (Spain)

Abstract

The main aim of this article is to contribute to the scientific literature related to the importance of musical preferences, in the context of international Spain music festivals. The originality and relevance of the study lies in being the first investigation of a music festival where the guitar is the main instrument of the concerts. Data collection for this research was based on the completion of fieldwork with a sample of spectators who visited The Guitar Festival of Córdoba (Spain). Based on this understanding and accomplished fieldwork, this study analyzes the musical preferences linked to the different guitar genres. The results indicate that there are three typologies of spectators who are considered valid and useful in distinguishing The Guitar Festival as a cultural destination: a rocker audience, a classical audience, and a music/guitar loving audience (the most representative segment). The analysis of the festivalgoers’ musical preferences reveals that they are significantly discerning in terms of their academic level, their behavior, and the festival’s image or perceived value. The most obvious finding to emerge from this study is that knowledge on festivalgoers’ musical preferences is an essential tool for The Guitar Festival in order to make it grow as a cultural destination.