Understanding attendees motivations, satisfaction and loyalty at the Cajamarca Carnival, Peru

Purpose – The purpose of this article is to analyse the Cajamarca Carnival, one of the most important in Latin America, defining the socio-demographic profile of the people who attend, their motivations for attending the Carnival and their satisfaction with it. Design/methodology/approach – A questionnaire-based fieldwork methodology was used. A total of 644 surveys were obtained. Findings – The main results of this research show two motivations for attending the Carnival, hedonic and cultural. It also shows a high level of satisfaction with attending this event and the intention to return in future editions. Practical implications – The practical implications of this research are focused on providing public managers and private companies related to the Carnival with results that allow them to design products adapted to the needs of the attendees. Originality/value – The originality of this research is that it is the first research to be carried out in the Cajamarca Carnival in terms of the study of the motivations that people have for attending the Carnival.