Effects of cultural experience on the perception of excellence and economic impact of the attendees at the International Cervantino Festival
DOI:
https://doi.org/10.29059/cienciauat.v16i2.1482Keywords:
experience, excellence, tourism, cultural festivalAbstract
The International Cervantino Festival (FIC) is the most important tourist cultural event in the city of Guanajuato since it attracts thousands of visitors every year. The objective of this research was to determine the factors that constitute the experience of FIC’s attendees’ as well as its relationship towards the perception of excellence and economic impact. A structural equation theoretical model based on the Scandinavian “Skot-Hansen and Linko and Silvanto” model was adapted for that purpose. A quantitative methodology was used, supported by a structural equations model, based on a survey with a non-random convenience sample of 709 visitors in 2017. Results identified that factors such as illustration, empowerment and entertainment produced a memorable experience among FIC attendees that encourages, deepens and heightens their lives in a meaningful way, an aspect that had not always been valued in these kinds of activities. Additionally, the experience also has an impact on perceived excellence, which impacts the perception of FIC’s quality, professionalism, organization and artistic level. FIC’s attendees also perceived that the excellence within illustration, empowerment and entertainment benefit Guanajuato’s positive image strengthening the city as a touristic destination that leads to positive economic repercussions. It is concluded that FIC achieves good practices and cultural policies, a fact that is difficult to achieve and that can be an argument in favor of its cultural proposal.
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