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Advisor(s)
Abstract(s)
Um evento é considerado uma parte importante na criação de uma boa experiência. É
necessário ter em conta que o comportamento do consumidor está em constante
alteração e que também as necessidades vão variando ao longo do tempo. Desta forma,
muitos estudos têm-se focado na segmentação de mercado de forma a entender quem
são os visitantes de um evento.
O principal objetivo do presente trabalho é identificar segmentos de visitantes da 9ª
edição da Feira Medieval de Torre de Moncorvo. A abordagem quantitativa está na base
da investigação e assim, aplicou-se um inquérito por questionário no recinto da Feira
Medieval de Torre de Moncorvo nos dias 8, 9 e 10 de abril de 2022, onde foram obtidas
300 respostas. Pela análise dos dados registaram-se três segmentos: os “culturais”,
indivíduos caracterizados por um maior interesse pela vertente cultural procurando um
maior contacto com a cultura; os “relaxados” constituídos por indivíduos que dão mais
importância ao fator relaxamento quando procuram este tipo de eventos, e os
“exigentes” que são aquelas pessoas que acabam por não ter gostos nem preferências
por qualquer um dos fatores de eleição e por consequência menor grau de satisfação.
An event is considered an important part of creating a good experience. It is necessary to bear in mind that consumer behavior is constantly changing and that needs also vary over time. Thus, many studies have focused on market segmentation to understand who the visitors to an event are. The main objective of the present work is to identify visitor segments of the 9th edition of Torre de Moncorvo's Medieval Fair. The quantitative approach is at the basis of the research and thus, a questionnaire survey was applied at the premises of the Medieval Fair of Torre de Moncorvo on April 8, 9 and 10, 2022, where 300 responses were obtained. By data analysis three segments were registered: the "cultural", individuals characterized by a greater interest in the cultural aspect seeking a greater contact with culture; the "relaxed" consisting of individuals who give more importance to the relaxation factor when seeking this type of events, and the "demanding" which are those people who end up having no tastes or preferences for any of the factors of choice and therefore a lower degree of satisfaction.
An event is considered an important part of creating a good experience. It is necessary to bear in mind that consumer behavior is constantly changing and that needs also vary over time. Thus, many studies have focused on market segmentation to understand who the visitors to an event are. The main objective of the present work is to identify visitor segments of the 9th edition of Torre de Moncorvo's Medieval Fair. The quantitative approach is at the basis of the research and thus, a questionnaire survey was applied at the premises of the Medieval Fair of Torre de Moncorvo on April 8, 9 and 10, 2022, where 300 responses were obtained. By data analysis three segments were registered: the "cultural", individuals characterized by a greater interest in the cultural aspect seeking a greater contact with culture; the "relaxed" consisting of individuals who give more importance to the relaxation factor when seeking this type of events, and the "demanding" which are those people who end up having no tastes or preferences for any of the factors of choice and therefore a lower degree of satisfaction.
Description
Keywords
Eventos culturais Feira medieval Perfil do visitante Motivações de visita Segmentação