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CELEBRATING MARDI GRAS ON BOURBON STREET FOR THE FIRST TIME

 “Mardi Gras today is about various cultures that come together to

celebrate the things that make them unique and uniting under the common theme of being people who like to have fun and enjoy each other to have a great time”, hence the phrase, Laissez Bon Temps Rouller”.


CELEBRATING MARDI GRAS ON BOURBON STREET FOR THE FIRST TIME

 Located in the center of the

French Quarter, Bourbon Street is one of the most famous streets in New Orleans. Also coined “The Amsterdam of America”, hundreds of thousands of tourists come from all over the world to enjoy Louisiana’s most famous and native holiday, Mardi Gras.


CELEBRATING MARDI GRAS ON BOURBON STREET FOR THE FIRST TIME ď‚„ Celebrating Mardi Gras on Bourbon Street is forever memorable,

especially for those who are not native to the Louisiana tradition. The many different experiences people have are influenced by their emotions and what they do to enjoy the celebration to the fullest extent.


Laura Papa Dustin Guidry Jared Averill Daniela Dieck Katyana Pastora Qualitative Research Assignment for MKT 3413, Spring 2011, LSU


Critical Incident Technique  A way to analyze people’s feelings towards personal experiences  Assures a subjective response from each participant  Focuses on the consumers’ behavior

 With Critical Incident Technique we are

able to measure and evaluate every applicant’s response to a specific event by learning how they feel before, during, after, and now.


We chose to use this technique because:  Mardi Gras has been a major event that millions of people have come

from all over the world to commemorate our state’s culture. Bourbon Street is a natural attraction and many tourists feel it is best to be there during the wild parties of Fat Tuesday.

 Foreigners, unlike natives to Louisiana, never know what to expect, and

treat this holiday with much more anticipation.

 The CIT helps us understand how and what they felt about Bourbon

Street, specifically during Mardi Gras.


 Questions:  BEFORE  What were your feelings/expectations of being on Bourbon Street?  What did you do to get ready before going on Bourbon?

 DURING  How did you feel about personal security?  What did you think of atmosphere and people seen on Bourbon?

 AFTER  Do you have any regrets for any actions taken?  Was it everything you anticipated?  How did you feel after leaving Bourbon Street?

 NOW  Would you go back to Bourbon Street for Mardi Gras?  Do you recommend Bourbon Street as a “hot spot” for the festivities?


Respondents  Young adults ranging in age from 19-23, all of whom are not from

Louisiana and are foreign to the Mardi Gras tradition.

►Collection ► We

gathered our responses through the Internet via email, telephone, as well as in person.


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Nervous Excited

Question 1

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Prepared Sensibly Built my tolerance for alcohol

Question 2


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Secure Insecure Didn't Care

Question 3

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Enjoyable Not Enjoyable

Question 4


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Question 5

Regrets No Regrets

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Met Expectati ons

Question 6

Did Not Meet Expectati ons

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Good

Bad

Don't Reme mber Question 7


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Would Go Back Would Not Go Back Question 8

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Would Recom mend Would Not Recom mend Question 9


1.

Marketers could design a small handbook that guides new visitors with different tips and tactics on how to have a great first time for Mardi Gras in New Orleans.

2.

The booklet could include maps of the main streets that are safe to stay on, checklists for when packing, various tips for getting the best throws during the parades, as well as many other helpful hints that could put the beginners’ mind at ease.

3.

This could help foreigners relax more when worried about getting lost, being unsafe, or even when they are in doubt with what to wear.


Mardi Gras Presentation