Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia

Vanda Maráková, Jaroslav Ďaďo, Janka Táborecká-Petrovičová and Tamara Rajic
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Vanda Maráková: Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University in Banska Bystrica, Tajovskeho 10, 975 90 Banska Bystrica, Slovak Republic
Jaroslav Ďaďo: Department of Corporate Economics and Management, Faculty of Economics, Matej Bel University in Banska Bystrica, Tajovskeho 10, 975 90 Banska Bystrica, Slovak Republic
Janka Táborecká-Petrovičová: Department of Corporate Economics and Management, Faculty of Economics, Matej Bel University in Banska Bystrica, Tajovskeho 10, 975 90 Banska Bystrica, Slovak Republic
Tamara Rajic: Economics Institute a.d. Belgrade, Kralja Milana 16, 11000 Belgrade, Republic of Serbia

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2018, vol. 66, issue 2, 543-551

Abstract: 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 motivational domains indicated four clusters of festival visitors and provided evidence in support of suitability of visitors' motivation as the basis for festival market segmentation. Findings of the study have been discussed, limitations are noted and directions for future research are highlighted.

Keywords: visitors' motivation; market segmentation; traditional cultural events; factor analysis; cluster analysis; Slovakia (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2018066020543

DOI: 10.11118/actaun201866020543

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