Segmentation of Tourists in Cultural Events: The Case of The International Classical Theater Festival of Almagro

Abstract

Due to the appearance of a large number of festivals in recent years, the competition for attracting the audience is ever increasing, and therefore segmenting the audience attending the festivals is essential. It is a valuable marketing tool for the promotion and understanding of the characteristics of the segments based on motivations. This article reports on a study performing a segmentation of the tourists who attended a cultural event, namely the Almagro International Festival of Classical Theater. The statistical analysis of the data was done using the SPSS v. 23 computer program. After a factorial analysis and taking the extracted motivational dimensions as reference, the multivariate technique of grouping the cases was used, obtaining three clusters. Among the motives that attract the spectators, the cultural reasons, such as the search for new theatrical experiences or watching one's favorite actor and/or live theater company, stand out. The spectators indicate a relative satisfaction with their experience at the festival, determining the visitors' motivations and their experience. With respect to the loyalty variable, the results reveal that 3 out of every 10 tourists show full loyalty.