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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With the research on hedonic price theory serving as background, this study examined how the overall price of a sun-and-beach package tour was determined by choice of tour operator, choice of destination, hotel star rating, and a number of different attributes characterizing the package tour. In addition, the study drew attention to a particular problem in previous price hedonic tourism research: the possible endogeneity of the hotel star rating variable. To address this issue, a hierarchical regression procedure was adopted. This procedure permitted the tracing of the attributes’ possible indirect effects on overall package tour prices through the hotel star rating variable. The results help consumers identify those package tour attributes that they have to pay extra for as opposed to those that they do not, and at the same time provide tour operators with a useful instrument for strategic pricing.