Počet záznamov: 1
Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia
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$a 10.11118/actaun201866020543 $2 DOI 035 $a biblio/85594 $2 CREPC2 100 $a 20180503d2018 m y slo 03 ba 101 0-
$a eng 102 $a CZ 200 1-
$a Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia $f Vanda Maráková ... [et al.] 330 $a © 2018 Mendel University of Agriculture and Forestry BrAll rights reserved. In an increasingly competitive festival market, identifying visitors' motivation has been recognized as a key prerequisite for satisfaction, which is expected to lead to positive referrals and future visitations of an event. The objective of this study is to identify the main factors which motivate visitors to attend traditional cultural events in Slovakia and to examine their viability as the basis for festival market segmentation. Building upon previous research on festival attendees' motivation, a set of potential drivers of visitors' behavior has been identified and by the application of exploratory factor analysis further refined into the following six domains of visitors' motivation: new and different experience, friends and family togetherness, reconnection with culture and tradition, socialization, recover equilibrium and change from everyday life. The application of k-means clustering on the basis of m 463 -1
$1 001 umb_un_cat*0289611 $1 200 1 $a Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis $d Sborník Mendelovy zemědělské a lesnické univerzity v Brně $v Vol. 66, no. 2 (2018), pp. 543-551 $1 210 $a Brno $c Mendelova univerzita v Brně $d 2018 $1 011 $a 1211-8516 $1 011 $a 2464-8310 606 0-
$3 umb_un_auth*0267053 $a visitors' motivation 606 0-
$3 umb_un_auth*0091380 $a segmentácia trhu $X market segmentation 606 0-
$3 umb_un_auth*0093448 $a kultúrne podujatia $X cultural events 606 0-
$3 umb_un_auth*0197762 $a tradičná kultúra $X traditional culture 606 0-
$3 umb_un_auth*0131859 $a factor analysis 606 0-
$3 umb_un_auth*0173331 $a klastrová analýza $X cluster analysis 607 -1
$3 umb_un_auth*0036119 $a Slovensko $X Slovakia $X Slovak Republic 615 $n 332 $a Regionálna ekonómia, regionálna ekonomika 675 $a 332 700 -0
$3 umb_un_auth*0004001 $a Maráková $b Vanda $p UMBEF01 $4 070 $9 40 $f 1976- $T Katedra cestovného ruchu 701 -0
$3 umb_un_auth*0002769 $a Ďaďo $b Jaroslav $p UMBEF03 $4 070 $9 20 $f 1954- $T Katedra ekonomiky a manažmentu podniku 701 -1
$3 umb_un_auth*0186035 $a Táborecká Petrovičová $b Janka $p UMBEF01 $4 070 $9 20 $f 1979- $T Katedra cestovného ruchu 701 -1
$3 umb_un_auth*0267055 $a Rajic $b Tamara $4 070 $9 20 801 $a SK $b BB301 $g AACR2 $9 unimarc sk T85 $x existuji fulltexy
Počet záznamov: 1