Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66(2), 543-551 | DOI: 10.11118/actaun201866020543

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

Vanda Maráková1, Jaroslav Ďaďo2, Janka Táborecká-Petrovičová2, Tamara Rajic3
1 Department of Tourism and Hospitality, Faculty of Economics, Matej Bel University in Banska Bystrica, Tajovskeho 10, 975 90 Banska Bystrica, Slovak Republic
2 Department of Corporate Economics and Management, Faculty of Economics, Matej Bel University in Banska Bystrica, Tajovskeho 10, 975 90 Banska Bystrica, Slovak Republic
3 Economics Institute a.d. Belgrade, Kralja Milana 16, 11000 Belgrade, Republic of Serbia

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
Grants and funding:

The authors gratefully acknowledge a grant provided by The Slovak Academic Information Agency, within the framework of The National Scholarship Programme of the Slovak Republic, which facilitated collaboration on this study.

Published: May 2, 2018  Show citation

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Maráková, V., Ďaďo, J., Táborecká-Petrovičová, J., & Rajic, T. (2018). Visitors' Motivation for Attending Traditional Cultural Events as the Basis for Market Segmentation: Evidence from Slovakia. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(2), 543-551. doi: 10.11118/actaun201866020543
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