Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia

Maráková, Vanda, 1976- Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia / Vanda Maráková ... [et al.]. -- © 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

In Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- Brno : Mendelova univerzita v Brně, 2018. -- ISSN 1211-8516. -- ISSN 2464-8310. -- Vol. 66, no. 2 (2018), pp. 543-551

1. visitors' motivation 2. segmentácia trhu 3. kultúrne podujatia 4. tradičná kultúra 5. factor analysis 6. klastrová analýza 7. Slovensko

I. Ďaďo, Jaroslav, 1954-
II. Táborecká Petrovičová, Janka, 1979-
III. Rajic, Tamara
IV. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- Vol. 66, no. 2 (2018), pp. 543-551

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