Experiencing Carnival in Brazil: participation, motivations and outcomes

Purpose This study aims to evaluate the experience of Carnival participants in Brazil, analysing the different dimensions of experience and their effect on outcomes, including satisfaction and intention to return. Design/methodology/approach Online surveys were distributed by email and social media and completed by 1,553 respondents in Brazil in 2023–2025. Participant experiences were analysed using the Event Experience Scale (EES) to identify experience dimensions and compare these between groups and locations. Findings We found significant differences in the Carnival experience by location, with bigger cities offering more spectacular events with higher overall experience values. However, there were few significant differences in experience dimensions between residents and visitors, indicating a shared Carnival atmosphere. There were few differences in satisfaction by age, sex, income or education, but the location and mode of participation, for example, being part of a group (or bloco) had a significant effect. Motivations for attending Carnival had a significant influence on participant experience, which in turn had a significant effect on outcomes, including satisfaction and intention to return. Research limitations/implications The research utilises a convenience sample and is not representative of Carnival participation overall. The results underline the importance of ritual behaviour in Carnival, but more research is needed on the individual Carnival experience, particularly in terms of the relationship with motivations, social context and specific locations. Practical implications The use of a standardised experience measurement tool can allow cities to assess changes in Carnival atmosphere related to policy decisions. Many cities measure participant satisfaction and spending but make little distinction between groups, for example. Social implications Social aspects of experience are very important. People attend Carnival in groups, follow routines and rituals, and indicate that “feeling part of the community” is an important motivation. This social experience is also linked to higher levels of satisfaction and enjoyment. Originality/value This paper provides a unique snapshot of post-COVID Carnival experiences in Brazil, centred on experience and outcomes. It provides a comparative measure of Carnival experiences in different locations across Brazil.