Motivations and demand segmentation for food festivals: a study of the Festisabores festival in Arequipa, Peru

Food festivals are a sustainable alternative for destinations to promote their culture and other attractions. This study aimed to achieve the following objectives at a gastronomic festival: (i) Identify demand drivers; (ii) Establish demand segmentation; (iii) Determine the relationship between demand segmentation and satisfaction and loyalty at gastronomic festivals. The quantitative study took place at the Festisabores gastronomic festival in Arequipa, Peru. The sample was taken on-site, yielding 405 valid questionnaires. Among the statistical techniques employed were exploratory factor analysis and the K-means segmentation method. The results reveal five motivational dimensions: art, learning, entertainment, novelty, and local food. While also revealing two demand segments: Multiple Motives and Novelty and Entertainment. The results will enhance the development of marketing plans of gastronomic festival organizers and contribute to academic literature.