Segmentation in intangible heritage of humanity (ICH) events: the Oruro Carnival
International Journal of Event and Festival Management
ISSN: 1758-2954
Article publication date: 2 August 2019
Issue publication date: 10 September 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.C., Gomez-Casero, G., Choque Tito, J. and Jara Alba, C.A. (2019), "Segmentation in intangible heritage of humanity (ICH) events: the Oruro Carnival", International Journal of Event and Festival Management, Vol. 10 No. 2, pp. 81-94. https://doi.org/10.1108/IJEFM-02-2019-0013
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited