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The Feira das Cantarinhas and Feira do Artesanato in Bragança is an event with social and economic importance for the city and its population, as well as for local tourism. Despite its relevance, there are no studies that analyse the impact of this event on tourism in the city and the event marketing strategies used. That way, this study aims to analyse the profile of the Feira das Cantarinhas and Feira do Artesanato visitors in 2023, identifying distinct groups based on demographic and professional characteristics. A survey was conducted by a questionnaire during the fair days in the 2023 edition. To respond to the objective of the study, a cluster analysis was carried out, and presented in this research. In the cluster analysis, were found three different groups, named Student Visitors, Occupational Diversity Visitors, and Third-Party Employed Visitors. The three Clusters identified have participants who are mostly residents of the municipality of Bragança, are between 18 and 25 years old, and are mostly female. The majority of visitors from the three groups went to the event accompanied. Regarding the differences that contrast the groups, they are mainly related to educational qualifications, professional situation, and the group accompanying the event.

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Discovering Visitor Profiles at Traditional Events on Boosting Domestic Tourism: A Multivariate Analysis

  • 会议论文

  • 发表日期：

    2025年

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  • Renata Gonçalves Machado,
  • Deborah Oliveira Santos,
  • Paula Odete Fernandes

摘要

The Feira das Cantarinhas and Feira do Artesanato in Bragança is an event with social and economic importance for the city and its population, as well as for local tourism. Despite its relevance, there are no studies that analyse the impact of this event on tourism in the city and the event marketing strategies used. That way, this study aims to analyse the profile of the Feira das Cantarinhas and Feira do Artesanato visitors in 2023, identifying distinct groups based on demographic and professional characteristics. A survey was conducted by a questionnaire during the fair days in the 2023 edition. To respond to the objective of the study, a cluster analysis was carried out, and presented in this research. In the cluster analysis, were found three different groups, named Student Visitors, Occupational Diversity Visitors, and Third-Party Employed Visitors. The three Clusters identified have participants who are mostly residents of the municipality of Bragança, are between 18 and 25 years old, and are mostly female. The majority of visitors from the three groups went to the event accompanied. Regarding the differences that contrast the groups, they are mainly related to educational qualifications, professional situation, and the group accompanying the event.