Comparisons of attendees’ exper ience and expenditures yielded additional differences (Table 3). Respondents spent significantly fewer hours at the Irish Fair in 2017 compared with earlier years ( F =19.87, p <0.0005). In terms of expenditures, attendees spent more money on souvenirs in 2007 and 2017 than in 2014 ( F =3.08, p <0.05). Respondents in 2007 spent significantly less money on parking than in all subsequent years ( F =20.44, p <0.0005). TABLE 3: Comparison of 2007, 2011, 2014, and 2017 Irish Fair of Minnesota attendee experience and expenditures
2007
2011
2014
2017
F
n
Mean
n
Mean
n
Mean
n
Mean
Attendee experience
Hours spent at Irish Fair
376
5.45 ab
461 5.39 cd
429
5.87 ace
459
4.45 bde
19.87**
Satisfaction
NA
NA
522 4.33
470
4.24
466
4.41
2.57
Average expenditures ($)
Marketplace
NA
NA
NA NA
97
71.2
82
68.2
0.037
Other
32
51.1
33
24.9
49
32.6
26
71.8
1.91
Souvenirs
143
50.9 a
159 39.9
92
36.2 ab
77
53.9 b
3.08*
Food & Beverages
251
31.8
410 34.1
364
35.3
341
36.9
2.28
Parking
242
7.3 abc
287 9.7 a
284
9.6 b
236
10.6 c
20.44* *
Off-site food & beverage
NA
NA
25
37.6
52
26.6
24
35.1
0.63
Note : Means with pairing subscripts within the row are significantly different at the p <0.0005 based on Bonferroni post hoc paired comparisons. * p ≤ .05, * * p ≤ .0005.
DISCUSSION
In terms of respondents’ demographic characteristics, the 2017 Irish Fair attracted significantly more millennials and fewer baby boomers in 2017 than a decade ago. This is not surprising, as millennials have come of age in the past decade while baby boomers have aged. While the ethnic and racial composition of attendees remained unchanged across the four survey years, respondents’ household income levels changed. The percentage of respondents in the lowest and highest income ranges in 2017 was roughly
2021 NET Conference Proceedings
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