Fonte: Journal of Tourism & Development; Vol 47 (2024); 189-214
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Resumo: An event is considered an important part of creating a pleasant experience. It is necessary to bear in mind that consumer behaviour is constantly changing and that needs are also changing over time. Several studies have therefore focused on market segmentation to understand who the visitors to an event are. The main aim of this study is to identify visitor segments for the ninth edition of the Torre de Moncorvo Medieval Fair. The research is based on a quantitative approach, so a questionnaire survey was conducted on the grounds of the Torre de Moncorvo Medieval Fair on April 8, 9 and 10, 2022, and 300 responses were obtained. The analysis of the data revealed three segments: the 'cultural', individuals characterized by a greater interest in the cultural aspect, seeking greater contact with culture; the 'relaxed', individuals who give more importance to the relaxation factor when looking for this type of event, and the 'demanding', people who end up having no taste or preference for any of the factors of choice and consequently a lower level of satisfaction. The results obtained could provide new guidelines for the event organizers, so that they can improve the existing offer.
