10 th Air Jamaica Jazz and Blues Festival Report 2007. January 23-27, 2007, Rose Hall, Montego Bay. The main objectives of this survey were to determine; if overseas patrons at the event are coming to Jamaica specifically for the event.
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January 23-27, 2007,
Rose Hall, Montego Bay
Country of residence
The repeat visitors to Jamaica were asked if it was the first time they were attending Jazz festival. 50% stated that it was their first time attending the festival. This is 28.6% down from 2006 survey. Repeat visitors to the festival represented 46% of those interviewed. This is an increase of 70.4% compared to 2006.
There were more repeat visitors than first time visitors to the festival in 2007. Repeat visit was (65%) of attendees to Jazz and 30 % indicated that it was their first time attending Jazz.
46% of the repeat attendees to the festival thought the festival had improved. While 39% stated that they did not think the festival had improved.
The majority (60%) stated that they thought the festival had improved while 17% on the other hand stated that they have seen no improvement in the festival.
The majority(71%) of the visitors indicated that they came to Jamaica specifically for Jazz, while 28% did not.
The primary factor that influenced attendance to the festival was the line up of the performers (47%). This was the same factor that influenced close to 50% of the visitors in 2006. The coincidence of the festival and the time of their vacation influenced 19% of the visitors.
The line up of performers was the primary factor that influenced the Jamaicans to attend this year’s Jazz and Blues Festival.
The visitors learned about the festival through various media. The primary medium through which they learned about the festival was through friends/ relatives (47%). The internet has increased it’s influenced moving from 13% of it’s share in 2006 to 18% in 2007.
Television (32%) was the top medium through which Jamaicans learnt about the festival in 2007. This was followed by friends or relatives (22%) and radio (15%). These were the top three media through which patrons learned about the festival in 2006.
The total of80% of the respondents gave Jazz an overall rating of excellent to good. It was given an excellent rating by 17%, a very good rating by 36% and a good rating by 27% of the visitors. In comparison to the 2006 festivals, an overwhelming majority (95%) of the visitors gave the Jazz festival an excellent to good rating.
Overall this year’s Jazz festival received favorable ratings from the Jamaican patrons. The majority 78% gave it an excellent to good rating. Compared to the 2006 festival 88% gave the Jazz festival an excellent to good rating.
48% of the respondents indicated there are very interested in attending another Air Jamaica Jazz Festival. Another 32% indicated that they were interested, 14% were somewhat interested and 4% were not at all interested. In 2006, more respondents indicated that they were very interested in attending another Air Jamaica Jazz Festival. This high percentage of very interested in 2006 could be a factor that resulted in the high percentage of repeat visitors in 2007.
53% indicated that they were very interested and 35% were interested in attending another Air Jamaica Jazz Festival. In 2006 an overwhelming majority (75%) stated that they were very interested in attending another Air Jamaica Jazz Festival. Again this high percentage of very interested persons in 2006 could be a factor that resulted in the high percentage of repeat attendees in 2007.
35% of the visitors gave this years line- up of performers a very good rating, while 31% gave it a good rating . A much smaller number gave it an excellent rating 14% compared to 43% in 2006.
The 2007 line-up of performers were given an excellent to good rating by the majority (84%) of the Jamaican patrons. Overall more patrons in 2006 (93%) gave the line-up of the performers a more favorable rating than those in 2007.
The majority (68%) of the visitors stated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.
An overwhelming majority (83%) of the Jamaican who attended Jazz in 2007 indicated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.
Average expenditure per person per night is US$187
Average length of stay was 5 nights
The event was viewed as being –