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Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia
Title Visitors´ motivation for attending traditional cultural events as the basis for market segmentation: evidence from Slovakia Author info Vanda Maráková ... [et al.] Author Maráková Vanda 1976- (40%) UMBEF01 - Katedra cestovného ruchu
Co-authors Ďaďo Jaroslav 1954- (20%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Táborecká Petrovičová Janka 1979- (20%) UMBEF01 - Katedra cestovného ruchu
Rajic Tamara (20%)
Source document Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. Vol. 66, no. 2 (2018), pp. 543-551. - Brno : Mendelova univerzita v Brně, 2018 Keywords visitors' motivation segmentácia trhu - trhová segmentácia - market segmentation kultúrne podujatia - cultural events tradičná kultúra - traditional culture factor analysis klastrová analýza - cluster analysis Headings Geogr. Slovensko Language English Country Czech Republic systematics 332 Annotation © 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 Public work category ADM No. of Archival Copy 42442 Repercussion category JANISZEWSKA, Dorota - OSSOWSKA, Luiza. Food festival exhibitors' business motivation. In Sustainability. ISSN 2071-1050, 2021, vol. 13, no. 9, pp. 1-13.
DIMITROVSKI, Darko - SEOCANAC, Marijana - LUKOVIC, Maja. Business events at a SPA destination: an insight into senior participant motivation. In International journal of tourism cities. ISSN 2056-5607, 2021, vol. 7, no. 1, pp. 13-31.
LONCARIC, Dina - RADOVIC, Tihana Cegur - SKENDROVIC, Patricia. Who attends christmas markets and why? Analysis of visitor structure and motivation for attending two christmas markets in Croatia. In Ekonomski vjesnik. ISSN 0353-359X, 2020, vol. 33, no. 1, pp. 101-114.
RADOVIC, Tihana Cegur - IVANCEVIC, Ljiljana - MARAS, Marin. What motivates us to visit events? Case of the St. John's eve bonfire festival in the city of Karlovac. In Tourism and hospitality industry : 25th biennial international congress on tourism and hospitality industry, Rijeka, 04th-06th May 2020. ISSN 2623-7407, 2020, pp. 46-58.
MARKOVIC, Silvija Vitner - RADOVIC, Tihana Cegur - VARICAK, Ivana. Age and motives of advent fair visitors in the context of creating event facilities. In 8th international scientific symposium on economy of eastern Croatia - vision and growth, Osijek, 30th-31st May 2019. ISSN 1848-9559, 2019, pp. 820-826.
MURA, Ladislav - KAJZAR, Patrik. Small businesses in cultural tourism in a Central European country. In Journal of tourism and services. ISSN 1804-5650, 2019, vol. 10, no. 19, pp. 40-54.
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