Small-scale cultural festivals in Southern Europe: A motivation-based segmentation study

This research deals with small-scale festivals based on local cultural traditions in a European setting. These have at present been poorly studied literature, although they may play an important role tourist attractiveness and development. The context of the study is Maiorchino Festival, community-based festival which takes place annually Novara di Sicilia, small rural-mountain town Sicily (Italy). aims to segment attendees, motivations, understand differences between clusters regard socio-demographic behavioural variables. Data were collected through survey conducted participants 2019 edition Festival. analysis allowed four motivational factors be identified, namely Novelty, Local culture experience, Festival attractiveness, Socialization, detect clusters, attendee Escapers, Socialization lovers, Loyalists, Passionate about traditions. specific features each cluster are described, satisfaction intention return measured. Finally, findings, theoretical contributions managerial implications paper discussed.