Motivations to visit the Oktoberfest in Blumenau (BR) and Munich (Germany): A comparative analysis using the Partial Least Squares technique

Abstract

It is impossible to develop effective tourism marketing actions and planning the communication without an understanding of the motivations of tourists for travel. The aim of this paper is to deepen the knowledge of the reasons for traveling festivals visitors. For this purpose we developed a survey instrument that consists of four constructs obtained in the literature, with data collected through a survey in Oktoberfest Blumenau (BR), with 432 respondents and Munich (Germany), with 285 respondents. Most of scales were confirmed showing the validity of the instrument. The study by Partial Least Squares - PLS revealed that both samples looking to experience different customs and cultures and meet new situations that are not part of your environment. Visitors also attend festivals to be with friends, reduce stress, anxiety and frustration. The understanding of tourists' motivations for travel reports new subsidies for the development of public policies and the tourist trade.

Keywords

• Costumes e Culturas. Motivações de Turistas para Viajar. Festivais. Oktoberfest. Partial Least Square.