Does the flamenco tourist exist? Motivation and segmentation
Related Experiment Video
Updated: Aug 7, 2025

Online Explorative Study on the Learning Uses of Virtual Reality Among Early Adopters
Published on: November 22, 2019
Guzmán A Muñoz-Fernández1, Jesús Heredia-Carroza2, Jesús Manuel de Sancha-Navarro3
1Department of Business Organization, University of Córdoba, Spain.
Abstract:
Flamenco is a popular art, symbol of the culture of southern Spain, has a growing number of fans both from this country and from the rest of the world. This paper tried to find out if flamenco can be a determinant motivational element when choosing a destination and if there is a specific flamenco tourist who tries to travel to symbolic flamenco places. The results show evidence of the existence of three motivational dimensions directly related to flamenco: flamenco experience, flamenco brand, flamenco pretext. Also, a so-called 'musical dimension' was observed, where the motivation to participate in musical experiences in general prevailed. Based on these motivational dimensions, three types of flamenco tourists were identified: flamenco lovers, friends of flamenco, and musical attraction. It was found that the group formed by 'flamenco lovers' has a very high sensitivity to all musical variables related to flamenco, being this one, the most numerous group.
More Related Videos
08:27Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
06:39Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Published on: August 28, 2017
Related Concept Videos
Surveys
Deindividuation
Cross-Sectional Research
Ethnic Identity within a Larger Culture
Social Facilitation
Factors Affecting Perception
An illustrative example of a perceptual set is the scenario where an airline pilot told...