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2019, vol. 23, br. 4, str. 166-177
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 27/04/2020
doi: 10.5937/turizam23-22766
Factors that motivate tourists in visiting the cultural festivals: A study of Meghalaya region festivals
(naslov ne postoji na srpskom)
Pondicherry University, Department of Management Studies, Puducherry, India


(ne postoji na srpskom)
Festivals are fast-growing tourism segments, which is considered an important tool for promoting and understanding market segmentation based on tourists' motivation. Identifying tourist's motivation has been a key requirement that leads to tourism development and improvement, it also facilitates marketers, stakeholders, and decision-makers to formulate efficient marketing strategies, improve and enhance the satisfaction and leisure of the tourists throughout the festivals. The main purpose of the study is to identify the factors that attract tourists visiting Meghalaya to attend the various cultural festivals; eighteen festival motivation variables were formed based on various literatures and reduced to three dimensions by Factor analysis. Also, these motivational factors were examined to confirm if there is any statistical significance between the demographic variables by using ANOVA and T-Test. The results indicate that "Change from everyday life" and "Friends and family togetherness" are the most important factors for tourists visiting the cultural festivals in Meghalaya.

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