Segmentation in intangible heritage of humanity (ICH) events: the Oruro Carnival

Abstract

Purpose The purpose of this paper is to characterize the international tourists who visit a cultural event, such as the Oruro Carnival (Bolivia), that is catalogued as Intangible Cultural Heritage of Humanity by UNESCO. Design/methodology/approach To achieve this purpose, a segmentation is made based on the combination of two theoretical models used and contrasted in similar research: the model of McKercher (2002), based on the cultural motivations to go to a destination, and that of Poria et al. (2003), based on the emotional perception of the visitor in relation to the heritage they visit. Findings Four types of tourists are thus identified: alternative, cultural, emotional and patrimonial. Likewise, the research includes an assessment of the most relevant tourist attributes linked to the Oruro Carnival, which is much more positive among international tourists with greater cultural motivation and emotional bonding. Originality/value The principal originality factor and innovation is analysing the cultural motivations and the emotional perception of the visitor in relation to the heritage they visit.

Segmentation of Foreign Tourists Based on Emotional Perception—The Case of Granada, Spain

“…Taking into account these dimensions, five groups were projected-purposeful cultural tourists, including tourists with relevant cultural practice and whose main motivation is to visit heritage destinations and learn about culture and heritage; sightseeing cultural tourists, a segment that, despite having heritage as their main motivation, they also pursue experiences focused on entertainment; casual cultural tourists, made up of those where cultural motivation plays a partial role in the choice to travel to a heritage site; incidental cultural tourists, visitors for whom culture is of little importance in the choice of a destination to visit, however, they take part in events of cultural tourism; finally, serendipitous cultural tourists, who visit cultural attractions in the destination, but cultural motivation plays a very limited or no role. The described segmentation model of cultural tourists has been applied in different studies [8,22,[25][26][27][28][29][30][31][32].…”

Storytelling festival participation and tourists’ revisit intention

“…Rather, it was composed and measured in three dimensions and then meaningfully applied to this study to show how local festival storytelling leads to tourists' intentions to revisit based on authenticity and positive emotions toward the festival. In addition, given that tourists' emotional experience could be important in intangible culture heritage as well as heritage tourism (Butler et al, 2003;Pérez-Gálvez et al, 2019), this study demonstrates the importance of storytelling in local festivals for stimulating tourists' positive emotional experiences.…”

Segmentation of Tourists That Participate in a Cultural Event: The Fiesta of the Patios in Córdoba (Spain)

“…This model is used in scientific literature. For example, Cruz et al (2020) On the contrary, with this study, we can say that the motives for a tourist in deciding to travel to an ICH destination are heterogeneous (Cruz et al, 2020;Pérez-Gálvez et al, 2019). These reasons have been classified into three dimensions: hedonic, cultural, and convenience.…”