Segmentation in intangible heritage of humanity (ICH) events: the Oruro Carnival

Jesús Claudio Pérez-Gálvez (Department of Applied Economics, Universidad de Cordoba, Cordoba, Spain)
Gema Gomez-Casero (Department of Applied Economics, Universidad de Cordoba, Cordoba, Spain)
Juan Choque Tito (Universidad Técnica de Oruro, Oruro, Bolivia)
Carol Angélica Jara Alba (Department of Research, Universidad de Casa Grande, Guayaquil, Ecuador)

International Journal of Event and Festival Management

ISSN: 1758-2954

Publication date: 24 July 2019

Abstract

Purpose

The purpose of this paper is to characterize the international tourists who visit a cultural event, such as the Oruro Carnival (Bolivia), that is catalogued as Intangible Cultural Heritage of Humanity by UNESCO.

Design/methodology/approach

To achieve this purpose, a segmentation is made based on the combination of two theoretical models used and contrasted in similar research: the model of McKercher (2002), based on the cultural motivations to go to a destination, and that of Poria et al. (2003), based on the emotional perception of the visitor in relation to the heritage they visit.

Findings

Four types of tourists are thus identified: alternative, cultural, emotional and patrimonial. Likewise, the research includes an assessment of the most relevant tourist attributes linked to the Oruro Carnival, which is much more positive among international tourists with greater cultural motivation and emotional bonding.

Originality/value

The principal originality factor and innovation is analysing the cultural motivations and the emotional perception of the visitor in relation to the heritage they visit.

Keywords

Citation

Pérez-Gálvez, J., Gomez-Casero, G., Choque Tito, J. and Jara Alba, C. (2019), "Segmentation in intangible heritage of humanity (ICH) events: the Oruro Carnival", International Journal of Event and Festival Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEFM-02-2019-0013

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Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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