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

Author

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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)

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.

Suggested Citation

  • Vanda Maráková & Jaroslav Ďaďo & Janka Táborecká-Petrovičová & Tamara Rajic, 2018. "Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(2), pages 543-551.
    • Handle: RePEc:mup:actaun:actaun_2018066020543
    DOI: 10.11118/actaun201866020543
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    References listed on IDEAS

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    1. Yolal, Medet & Gursoy, Dogan & Uysal, Muzaffer & Kim, Hyelin (Lina) & Karacaoğlu, Sıla, 2016. "Impacts of festivals and events on residents’ well-being," Annals of Tourism Research, Elsevier, vol. 61(C), pages 1-18.
    2. Tkaczynski, Aaron & Rundle-Thiele, Sharyn R., 2011. "Event segmentation: A review and research agenda," Tourism Management, Elsevier, vol. 32(2), pages 426-434.
    3. Matheson, Catherine M. & Rimmer, Russell & Tinsley, Ross, 2014. "Spiritual attitudes and visitor motivations at the Beltane Fire Festival, Edinburgh," Tourism Management, Elsevier, vol. 44(C), pages 16-33.
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    Cited by:

    1. Dorota Janiszewska & Luiza Ossowska, 2021. "Food Festival Exhibitors’ Business Motivation," Sustainability, MDPI, vol. 13(9), pages 1-13, April.

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