Por favor, use este identificador para citar o enlazar este ítem: http://dspace.casagrande.edu.ec:8080/handle/ucasagrande/3419
Título : Segmentation of Tourists in Cultural Events: The Case of The International Classical Theater Festival of Almagro
Autor: Jara Alba, Carol Angélica
López-Guzman, Tomás
Pérez Gálvez, Jesús Claudio
Jesús Claudio, Gema
Palabras clave : ALMAGRO;FESTIVAL;LOYALTY;MOTIVATION;TOURISM
Fecha de publicación : 2020
Abstract: Due to the appearance of a large number of festivals in recent years, the competition for attracting the audience is ever increasing, and therefore segmenting the audience attending the festivals is essential. It is a valuable marketing tool for the promotion and understanding of the characteristics of the segments based on motivations. This article reports on a study performing a segmentation of the tourists who attended a cultural event, namely the Almagro International Festival of Classical Theater. The statistical analysis of the data was done using the SPSS v. 23 computer program. After a factorial analysis and taking the extracted motivational dimensions as reference, the multivariate technique of grouping the cases was used, obtaining three clusters. Among the motives that attract the spectators, the cultural reasons, such as the search for new theatrical experiences or watching one's favorite actor and/or live theater company, stand out. The spectators indicate a relative satisfaction with their experience at the festival, determining the visitors' motivations and their experience. With respect to the loyalty variable, the results reveal that 3 out of every 10 tourists show full loyalty.
URI - Direccion electronica alterna: https://www.ingentaconnect.com/content/cog/em/2020/00000024/00000006/art00002
Tipo: Article
Nota de version: Revista – Event Management. Vol 24 (6) Pág. 685-697(13)
Aparece en las colecciones: Artículos Académicos UCG

Ficheros en este ítem:
No hay ficheros asociados a este ítem.


Este ítem está protegido por copyright original



Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.