The purpose of this paper is to explore which factors determine visitor spending at a cultural festival, focusing particularly on cultural capital variables.
The case study is the Valdivia International Film Festival. Data from a survey conducted amongst a representative sample of attendees at the festival is used and ordinary least square (OLS) and Tobit regression models are applied.
Six of the variables included from the model prove statistically significant: gender, age, place of residence, participation in other activities at the festival, and “leisure and sharing” motivation.
Festival organisers should draw up a programme and prepare activities that are balanced so as to attract local film lovers, but that should also appeal to outside visitors, who would see the festival as an opportunity to enjoy a wider tourist experience, all of which would have a broader economic impact on the city.
Understanding which factors determine spending leads to an improvement in the event's viability and ensures its future sustainability. This study adds to the growing literature establishing a sound theoretical corpus on the topic.
