Fonte: Journal of Tourism & Development; v. 1, n. 21/22 (2014); 33-42
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Resumo: Festivals play a key role in the development of tourism in a region. They are, in some cases, the key to motivating the practice of tourism and also offer opportunities for the human being to learn about other customs or ways of life. Motivations to participate in a festival vary according to the regions visited, the typology of tourists and socio-demographic and cultural variables. This paper aims to identify the two main motivations of tourists to attend the Madeira Wine Festival.To achieve the goal one opted for the application of a survey using a convenience sample. The results showed that the two main motivations for tourists visiting the event, for the first time, were associated with ‘knowledge and experimentation by the culture of the party’ and also ‘entertainment’. In repeated visits, the two main motivations were related to the ‘cultural attractions of the festival’ and the ‘atmosphere of festival’.
