Guanajuato International Film Festival Visitor Profile and Segmentation

Abstract The purpose of the research was to know the profile of the attendees of the Guanajuato International Film Festival and to investigate whether there are differences between residents and visitors in terms of their motivations and types of events. The dimensions of production, family unity, exploration, escape, festival attractiveness, and experience were used for motivation. Attendance by event genre and sociodemographic variables (age, gender, residence, etc.) were also examined. The study consisted of administering 362 questionnaires to those attending festival events. This information was analysed to look for differences between strata using Student’s t-test and Mann-Whitney tests. The results show that there were no significant differences between residents and non-residents, except in the festival attractiveness dimension which was higher for outsiders. Differences were found in visitors who attend some genres of events in terms of their behaviour as tourists. The uniformity of behaviour between residents and visitors confirms the importance of attendance, cohesion, and inclusion of the community that hosts the events and has a positive effect. The limitation of the study is the sample size. Additional research should address the analysis and evaluation of the costs and benefits of the festival.