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Authors
Advisor(s)
Abstract(s)
O presente estudo tem o objetivo de analisar a percepção dos visitantes sobre a Feira das Cantarinhas e Feira do Artesanato, com base na satisfação com a experiência vivenciada durante o evento, lealdade com o evento e motivação para ir ao evento, de forma a compreender os determinantes que influenciam a intenção de se tornarem visitantes recorrentes. Para tal, foi aplicado um inquérito por questionário nos dias de realização da feira na edição de 2023. Para dar resposta ao objetivo do estudo recorreu-se à realização das análises descritivas, inferencial, fatorial exploratória e de Clusters, presentes nesta investigação. Os principais resultados permitiram concluir que a maior parte dos visitantes ficou sabendo do evento através de familiares ou amigos, em segundo lugar está internet ou redes sociais, depois, panfletos ou cartazes. As sugestões fornecidas pelos respondentes estão relacionadas com o aumento da divulgação da feira, melhorias no estacionamento, solicitação de realização em um ambiente coberto, melhor organização do
espaço da feira e realização de apresentações musicais. As correlações entre as três variáveis latentes investigadas (satisfação, lealdade e motivação), mostraram que as pessoas que desfrutam mais do evento tendem a ser mais leais e comprometidas com ele; uma boa experiência no evento está associada a um nível razoável de motivação para participar novamente e pessoas mais leais ao evento tendem a ter um nível razoável de motivação para continuar engajadas no evento.
This study aims to analyze the visitors’ perception regarding the Feira das Cantarinhas and Feira do Artesanato, based on satisfaction with the experienced event, loyalty to the event, and motivation to attend the event. A survey was conducted by a questionnaire during the fair days in the 2023 edition. To respond to the objective of the study, descriptive, inferential, exploratory factorial and cluster analyzes were carried out, and presented in this investigation. The main results showed that the biggest part of visitors became aware of the event through family or friends, followed by the internet or social media, and then flyers or posters. The respondents’ suggestions include increasing fair promotion, improving parking facilities, considering hosting the event in a covered area, better organization of the fair place, and arranging musical performances. Correlations between the three investigated latent variables (satisfaction, loyalty, and motivation) showed that individuals who enjoy the event tend to be more loyal and committed to it. A positive event experience is linked to a reasonable level of motivation to participate again, and individuals with higher loyalty to the event tend to maintain a reasonable level of motivation to keep engaged.
This study aims to analyze the visitors’ perception regarding the Feira das Cantarinhas and Feira do Artesanato, based on satisfaction with the experienced event, loyalty to the event, and motivation to attend the event. A survey was conducted by a questionnaire during the fair days in the 2023 edition. To respond to the objective of the study, descriptive, inferential, exploratory factorial and cluster analyzes were carried out, and presented in this investigation. The main results showed that the biggest part of visitors became aware of the event through family or friends, followed by the internet or social media, and then flyers or posters. The respondents’ suggestions include increasing fair promotion, improving parking facilities, considering hosting the event in a covered area, better organization of the fair place, and arranging musical performances. Correlations between the three investigated latent variables (satisfaction, loyalty, and motivation) showed that individuals who enjoy the event tend to be more loyal and committed to it. A positive event experience is linked to a reasonable level of motivation to participate again, and individuals with higher loyalty to the event tend to maintain a reasonable level of motivation to keep engaged.
Description
Mestrado APNOR e CETEF-MG
Keywords
Feira das Cantarinhas Feira do artesanato Marketing de eventos Turismo local