Abstract:
Cultural festivals have emerged as catalysts for tourism, profoundly influencing the formation and expression of cultural and social identities. This study aims to identify and analyze visitor segments with a focus on the appreciation of cultural and social identities during the Festitália 2023 Festival, hosted in Blumenau (SC). Employing a quantitative approach, data was collected through a survey with a sample of 471 participants. By means of cluster analysis, three visitor segments were identified: “The Skeptics,” who hold a critical perspective on the cultural impact of the festival; “The Cultural Optimists,” who positively evaluate the event; and “The Passionate Advocates,” who display a deep appreciation for both the festival and its influence on local culture and society. The insights revealed in this study provide valuable contributions to event managers, supporting decisions related to the assessment of specific aspects of the festival. However, it is essential to acknowledge the research limitations, given its concentration on a specific event and the exploratory nature of the sampling.
Key-words:
Festival; segmentation; tourism; social identity; cultural identity