Efectos de la experiencia cultural en la percepción de excelencia e impacto económico de los asistentes al Festival Internacional Cervantino
DOI:
https://doi.org/10.29059/cienciauat.v16i2.1482Palabras clave:
experiencia, excelencia, turismo, festival culturalResumen
El Festival Internacional Cervantino (FIC) es el evento turístico cultural más importante de la ciudad de Guanajuato, que atrae cada año a miles de visitantes. El objetivo de esta investigación fue determinar los factores que forman la experiencia de los asistentes al FIC, así como su relación con la percepción de la excelencia y del impacto económico, mediante la adaptación de un modelo estructural teórico basado en el modelo escandinavo de “Skot-Hansen y Linko y Silvanto”. Se empleó una metodología cuantitativa, sustentada en un modelo de ecuaciones estructurales, basado en una encuesta hecha de manera no aleatoria por conveniencia a 709 visitantes en 2017. Los resultados identificaron que los factores ilustración, empoderamiento y entretenimiento, provocaron en los asistentes del festival, una experiencia memorable que anima, profundiza y enaltece de forma significativa sus vidas, aspecto que no siempre se ha valorado en este tipo de actividades. Además, la experiencia influye en la excelencia apreciada, impactando en la percepción de la calidad y profesionalismo de la organización y el nivel artístico del FIC. Los asistentes de este festival también percibieron que la excelencia apreciada en los factores de ilustración, empoderamiento y entretenimiento, beneficia la imagen positiva de Guanajuato; al fortalecerla como destino turístico, lo que repercute económicamente. Se concluye que el FIC logra buenas prácticas y políticas culturales, lo que es arduo de alcanzar y puede ser un argumento a favor de su propuesta.
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