ABSTRACT

The objective of this study is to identify the different segments of tourists that attend the ‘Festival of the Red Crab' in Ecuador and the motivational dimensions of each segment. Two hundred surveys were collected from those attending the gastronomic event, and these data were analyzed using factor analysis and K-means non-hierarchical clustering. The results of this leisure event show six motivational dimensions: ‘escape/event novelty', ‘socialization', ‘food', ‘knowledge', ‘art', and ‘local food'. Based on this, three types of visitors were identified. The first, ‘escape and food seekers', includes visitors highly motivated to try local crabs, who want to change their routines, have fun, and taste the food. The second group, ‘passive visitors', shows low ratings for all the motivational variables. The third, ‘multiple motives’, has high scores for all the motivation variables and highest levels of satisfaction. The results will contribute to Destination Marketing Organizations and tourism service providers.

摘要

本研究的目的是确定参加厄瓜多尔“红蟹节”的不同游客群体以及每个群体的动机维度。从参加美食活动的人那里收集了 200 份调查，并使用因子分析和 K 均值非层次聚类分析了这些数据。本次休闲活动的结果显示了六个激励维度：“逃避/活动新奇”、“社交”、“美食”、“知识”、“艺术”和“当地美食”。基于此，确定了三种类型的访问者。第一类是“逃避和寻食者”，包括非常愿意尝试当地螃蟹的游客，他们想要改变他们的日常生活，享受乐趣并品尝美食。第二组，“被动访客”，对所有动机变量的评分都很低。第三，“多重动机”，在所有动机变量和最高满意度方面得分很高。结果将有助于目的地营销组织和旅游服务提供商。