Segmenting cultural event visitors using the latent class approach: the case of “Sensational Umbria” photo exhibition by Steve McCurry

Luca Ferrucci, Maria Cordente Rodriguez, Silvia Sarti, Simone Splendiani

Abstract


Profiling event visitors has attracted increasing interest in tourism literature. However, in event visitors' segmentation, psychographic characteristics such as perceptions and satisfaction should be more emphasized by research. To fill this gap, our study aims at segmenting event visitors according to their overall perception of the exhibition, the perceived quality of the exhibition and their relationship with photography in terms of expertise. The study was based on a sample of 455 visitors of the photo exhibition “Sensational Umbria” by Steve McCurry (Perugia, Italy, 2014-2015), which was analyzed through a latent class approach. Results provide evidence of two different typologies of visitors: pragmatic and expert, who are differently affected by their level of expertise in photography and that are not convergent in evaluations about the exhibition. Theoretical and managerial implications, along with avenues for future research, are discussed.

 

Negli studi in ambito turistico è emerso un crescente interesse verso la profilazione dei visitatori di eventi culturali. Tra le variabili di segmentazione utilizzate comunemente, le caratteristiche psicografiche – come le percezioni e la soddisfazione dei visitatori – dovrebbero essere maggiormente analizzate, sia dal punto di vista concettuale che empirico. Per colmare questa lacuna, il presente studio si propone di segmentare i visitatori di un evento in base alla loro percezione complessiva della mostra, alla qualità percepita della mostra e al rapporto dei visitatori con la fotografia. Lo studio si è basato su un campione di 455 visitatori della mostra fotografica di Steve McCurry “Sensational Umbria” (Perugia, Italia, 2014-2015), attraverso i modelli a classe latente. I risultati evidenziano due diverse tipologie di visitatori: pragmatici ed esperti, che risentono in modo diverso del loro livello di competenza nella fotografia e che non sono convergenti nelle valutazioni sulla mostra. Infine, il lavoro discute le implicazioni teoriche e manageriali e le prospettive di ricerca future.


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DOI: http://dx.doi.org/10.13138/2039-2362/2581

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