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The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences.

In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc single-variate ANOVA analysis.

The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival.

The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival.

The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.

Researchers have become aware of the importance of festivals as a phenomenon worthy of studying, but in-depth studies of cultural festivals are lacking. The purpose of this study is to describe the attributes of cultural festivals, specifically theatre festivals and examine the motivations to organise them. Similarly, this study seeks to discover the type of tourist that attends these types of festivals.

A questionnaire was applied to a representative sample of tourists who visited one of the most prestigious festivals in the international panorama: Almagro International Festival of Classical Theatre. A non-probabilistic technical sample was used. Tabulation of the data was performed by the study group using the SPSS, v. 23.

This study makes a segmentation of the tourists who attend the festival based on their motivations. Using this segmentation, the authors analyse the socio-demographic characteristics and tourists’ behaviour, as well as their experience at the festival. Amongst the higher-rated attributes of the festival are care and service organisation and interpretative quality of the actors and/or theatre company.

The main practical application of this study is to help understand the peculiarities of each segment of visitors and their evaluation of the destination to create tourist and cultural products that provide greater satisfaction with respect to their needs.

The main value is the novelty of studying this kind of cultural event. The authors analyse the reasons to visit it in relation to the motivations that move the visitors. The authors also study the assessment the tourist does of the qualities of the festival.

The purpose of this paper is to characterize the international tourists who visit a cultural event, such as the Oruro Carnival (Bolivia), that is catalogued as Intangible Cultural Heritage of Humanity by UNESCO.

To achieve this purpose, a segmentation is made based on the combination of two theoretical models used and contrasted in similar research: the model of McKercher (2002), based on the cultural motivations to go to a destination, and that of Poria et al. (2003), based on the emotional perception of the visitor in relation to the heritage they visit.

Four types of tourists are thus identified: alternative, cultural, emotional and patrimonial. Likewise, the research includes an assessment of the most relevant tourist attributes linked to the Oruro Carnival, which is much more positive among international tourists with greater cultural motivation and emotional bonding.

The principal originality factor and innovation is analysing the cultural motivations and the emotional perception of the visitor in relation to the heritage they visit.