Attendance: Unlike most festivals that have one or a small audience WOMAD caters for a many different groups from the global community. People attending may have differences within their demographics such as a vast age gaps or cultural variations but also share similarities such as environmental awareness, a laid back attitude and a love for multiculturalism. As part of my primary research as attended the festival this year I can say that I observed that people attending WOMAD where often alternative. Using the guild of Plog’s Typology I can describe the audience to be referred to as allocentric rather than psychocentric, allocenteric being the more adventurous and spontaneous apose to the phychocentric who could be described as straight or someone who stays within their comfort zone. As I have attended past WOMAD festivals I can state from my own experience that as the festival grows older and becomes increasingly popular and the alternative lifestyle is being promoted amongst the media and society that the attendance has changed from being often allocentric to mildcentrics.
Retail: Retail plays a major role within tourism, this aspect is not only important for the tourists as a draw card but the host community its self.
WOMAD supported the host community as it had over 100 retail stalls, selling food and beverages, clothing, souvenirs, musical instruments bringing money back to the SA community and contributing to the circulating multiplier effect. Whilst at the festival I observed that locally grown and owned businesses were promoted as most of the stalls were SA based. Adelaide Hills cider were used at all bars as the primary beverage and advertised during the festival.