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Segmentation by motivation: an analysis applied to cultural festival.

Abstract:

In South America in the country of Ecuador, there is the Archaeological Complex of Ingapirca, located in the province of Cañar, where every year is hold a full culture Andean festival of music and folk dance called" Inti Raymi" which is attended by national and international tourists, this event is hold to give thanks to the Pacha Mama (Mother Earth) for offering good crops of traditional products. This research includes an empirical study using multivariate techniques to analyze different segments of visitors who will enjoy the cultural event. The results suggest important evidence about the different segments of tourists who attend with its various sociodemographic and motivational characteristics, for which there are three clusters: The first is comprised of cultural tourists, who attribute greater preference and importance for attending an Andean folk festival and enjoy the culture of Ingapirca. The second group consists of indifferent tourists, who are characterized from others for not giving more preference and importance to any of motivational variables. The enthusiastic tourists are the third group, they are the largest, who are characterized from the others for attaching great importance to all motivational variables, being the group with the highest percentage of satisfied tourists about the Festival. The results of this study will assist service providers to improve the offer according to different segments of demand and for public institutions involved in organizing the festival to develop programs according to different cluster found.