Turizam Volume 23, Issue 4-1
FACTORS THAT MOTIVATE TOURISTS’ IN VISITING THE CULTURAL FESTIVALS: A STUDY OF MEGHALAYA REGION FESTIVALS
Authors: Prosperous Nongsiej, Lakavath Mothilal
Abstract: 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.
Keywords: Festivals; Cultural; Meghalaya; Tourists; Motivation
Article info: 166-177
Received: August 2019 | Accepted: October 2019