Guanajuato International Film Festival Visitor Profile and Segmentation

González Rosas, Erika Lourdes; García, Andrés Carrión; Reynoso, Ramón Navarrete

doi:10.2478/ejthr-2024-0008

Figures & Tables

Motivations for attendance regarding residents and visitorsSource: Own elaboration on Kruger et al. (2011)

Differences in residents and visitors by genre of event and socioeconomic variablesSource: Own elaboration based on Kruger et al. (2011)

Chi-square and Mann-Whitney results for tribute

Variable	Basis of analysis	Event value	Median	Test	P-value	Sig.
Gender	All	0	NA	Chi-square independence	0.0186	**
Gender	All	1	NA	Chi-square independence	0.0186	**
Age	All	0	24	Mann-Whitney	0.8205	NS
Age	All	1	23.5	Mann-Whitney	0.8205	NS
Age	Guanajuato residents	0	24	Mann-Whitney	0.2811	NS
Age	Guanajuato residents	1	22.5	Mann-Whitney	0.2811	NS
Days	Not Guanajuato residents	0	3	Mann-Whitney	0.0007	***
Days	Not Guanajuato residents	1	4	Mann-Whitney	0.0007	***
Nights	Not Guanajuato residents	0	3	Mann-Whitney	0.0002	***
Nights	Not Guanajuato residents	1	4	Mann-Whitney	0.0002	***
Group	All	0	4	Mann-Whitney	0.2373	NS
Group	All	1	4	Mann-Whitney	0.2373	NS
Times attended	All	0	1	Mann-Whitney	0.0048	***
Times attended	All	1	2	Mann-Whitney	0.0048	***
Residence	All	0	NA	Chi-square independence	0.5192	NS
Residence	All	1	NA	Chi-square independence	0.5192	NS
Income	All with income >0	0	6000	Mann-Whitney	0.5332	NS
Income	All with income >0	1	5500	Mann-Whitney	0.5332	NS

Mann-Whitney results comparing residents and non-residents and motivations for attending_

Dimension	Residence value	Median	Test	P-value	Sig.
Gender	-----	NA	Chi-square	0.041	**
Age	0 NR	24	Mann-Whitney	0.354	NS
Age	1 R	23.5	Mann-Whitney	0.354	NS
Income (only income >0)	0 NR	10353	Mann-Whitney	0.252	NS
Income (only income >0)	1 R	8460	Mann-Whitney	0.252	NS
F1 Productions	0 NR	12	Mann-Whitney	.624	NS
F1 Productions	1 R	12	Mann-Whitney	.624	NS
F2 Togetherness	0 NR	5	Mann-Whitney	.546	NS
F2 Togetherness	1 R	4	Mann-Whitney	.546	NS
F3 Exploration	0 NR	10	Mann-Whitney	.116	NS
F3 Exploration	1 R	10	Mann-Whitney	.116	NS
F4 Escape	0 NR	13	Mann-Whitney	.823	NS
F4 Escape	1 R	14	Mann-Whitney	.823	NS
F5 Attractiveness	0 NR	15	Mann-Whitney	.031	**
F5 Attractiveness	1 R	16	Mann-Whitney	.031	**
F6 Experience	0 NR	21	Mann-Whitney	.707	NS
F6 Experience	1 R	20	Mann-Whitney	.707	NS

Chi-square and Mann-Whitney results for horror films

Variable	Basis of analysis	Event value	Median	Test	P-value	Sig.
Gender	All	0	NA	Chi-square independence	0.2135	NS
Gender	All	1	NA	Chi-square independence	0.2135	NS
Age	All	0	24	Mann-Whitney	0.0943	*
Age	All	1	23	Mann-Whitney	0.0943	*
Age	Guanajuato residents	0	24	Mann-Whitney	0.6242	NS
Age	Guanajuato residents	1	22.5	Mann-Whitney	0.6242	NS
Days	Not Guanajuato residents	0	3	Mann-Whitney	0.0000	***
Days	Not Guanajuato residents	1	4	Mann-Whitney	0.0000	***
Nights	Not Guanajuato residents	0	3	Mann-Whitney	0.0000	***
Nights	Not Guanajuato residents	1	4	Mann-Whitney	0.0000	***
Group	All	0	4	Mann-Whitney	0.4132	NS
Group	All	1	4	Mann-Whitney	0.4132	NS
Times attended	All	0	1	Mann-Whitney	0.8306	NS
Times attended	All	1	1	Mann-Whitney	0.8306	NS
Residence	All	0	NA	Chi-square independence	0.0985	*
Residence	All	1	NA	Chi-square independence	0.0985	*
Income	All with income >0	0	8000	Mann-Whitney	0.0545	*
Income	All with income >0	1	5000	Mann-Whitney	0.0545	*

Attendee socio-demographic variables

Category	Attendee profile
Residence	Guanajuato 35%
	Querétaro 21%
	Mexico City 3.9%
	Other cities 36%
	Other countries 4.1%
Number of days of stay	3.5
Number of nights of stay	3.4
Number of visits to GIFF	2.08
Average number of people travelling in the group	3.65
Average number of activities attended	6.48

Chi-square and Mann-Whitney results for the screening of winning films

Variable	Basis of analysis	Event value	Median	Test	P-value	Sig.
Gender	All	0	NA	Chi-square independence	0.258	NS
Gender	All	1	NA	Chi-square independence	0.258	NS
Age	All	0	24	Mann-Whitney	0.633	NS
Age	All	1	23	Mann-Whitney	0.633	NS
Days	Not Guanajuato residents	0	3	Mann-Whitney	0.000	***
Days	Not Guanajuato residents	1	4	Mann-Whitney	0.000	***
Nights	Not Guanajuato residents	0	3	Mann-Whitney	0.000	***
Nights	Not Guanajuato residents	1	4	Mann-Whitney	0.000	***
Group	All	0	4	Mann-Whitney	0.756	NS
Group	All	1	3	Mann-Whitney	0.756	NS
Times attended	All	0	1	Mann-Whitney	0.023	**
Times attended	All	1	1	Mann-Whitney	0.023	**
Residence	All	0	NA	Chi-square independence	0.806	NS
Residence	All	1	NA	Chi-square independence	0.806	NS
Income	All with income >0	0	7500	Mann-Whitney	0.236	NS
Income	All with income >0	1	5000	Mann-Whitney	0.236	NS

GIFF 2018 attendee profile

Gender		Occupation
Man	50%	Professional	25.6%
Woman	50%	Manager	4.4%
Education		Trader	7.2%
Primary	0.6%	Employee	1.4%
Lower secondary	1.1%	Self-employed	4.2%
Upper secondary	14.4%	Technician	0.8%
Foundation degree	5.3%	Salesperson	0.3%
Undergraduate degree	60.6%	Miner	0.3%
Specialist	5.8%	Clerk	0.6%
Master’s degree	11.4%	Government employee	3.2%
Doctorate	0.8%	Homemaker	8.3%
Language		Retired	0.8%
Spanish	96.6%	Student	40%
English	2.5%	Unemployed	0.6%
Other	0.8%	Other	2.2%
	26.6

Travel motivation dimensions

Factor	Dimension	Items
Factor 1	Festival productions	Quality of films/short films
		Variety of films/short films
		Free festival
Factor 2	Family togetherness	Family togetherness
		Souvenir shopping
		Family time
Factor 3	Exploration	Exploring the scene
		Meeting new people
		GIFF distinctiveness
Factor 4	Escape	To unwind
		To get out of their routine
		To spend time with friends
		Sociable festival
Factor 5	Festival attractiveness	To support the local economy
		To watch films/short films
		Because it is a film festival
		Because it is an annual undertaking
		It is a festival close to home
Factor 6	Experience	Unique holiday experience
		Film productions
		Inclusion
		Film knowledge

Chi-square and Mann-Whitney results for concerts

Variable	Basis of analysis	Event value	Median	Test	P-value	Sig.
Gender	All	0	NA	Chi-square independence	0.8730	NS
Gender	All	1	NA	Chi-square independence	0.8730	NS
Age	All	0	25	Mann-Whitney	0.0053	***
Age	All	1	22	Mann-Whitney	0.0053	***
Age	Guanajuato residents	0	25	Mann-Whitney	0.0666	*
Age	Guanajuato residents	1	21.5	Mann-Whitney	0.0666	*
Days	Not Guanajuato residents	0	3	Mann-Whitney	0.0185	**
Days	Not Guanajuato residents	1	4	Mann-Whitney	0.0185	**
Nights	Not Guanajuato residents	0	3	Mann-Whitney	0.0515	**
Nights	Not Guanajuato residents	1	4	Mann-Whitney	0.0515	**
Group	All	0	3.5	Mann-Whitney	0.1739	NS
Group	All	1	3	Mann-Whitney	0.1739	NS
Times attended	All	0	1	Mann-Whitney	0.6945	NS
Times attended	All	1	1	Mann-Whitney	0.6945	NS
Residence	All	0	NA	Chi-square independence	0.5072	NS
Residence	All	1	NA	Chi-square independence	0.5072	NS
Income	All with income >0	0	4500	Mann-Whitney	0.2619	NS
Income		1	6000	Mann-Whitney	0.2619	NS

Monthly visitor income

Income (Mexican pesos)
No answer	43.9%
Under $2,687	12%
$2,688 - $5,374	10.3%
$5,375 - $10,748	10%
$10,749 - $18,809	12.3%
$18,810 - $26,870	4.9%
Over $26,870	6.6%

Chi-square and Mann-Whitney results for films

Variable	Basis of analysis	Event value	Median	Test	P-value	Sig.
Gender	All	0	NA	Chi-square independence	0.1308	NS
Gender	All	1	NA	Chi-square independence	0.1308	NS
Age	All	0	22	Mann-Whitney	0.2888	NS
Age	All	1	24	Mann-Whitney	0.2888	NS
Age	Guanajuato residents	0	19	Mann-Whitney	0.0233	**
Age	Guanajuato residents	1	24	Mann-Whitney	0.0233	**
Days	Not Guanajuato residents	0	2	Mann-Whitney	0.0031	***
Days	Not Guanajuato residents	1	4	Mann-Whitney	0.0031	***
Nights	Not Guanajuato residents	0	2	Mann-Whitney	0.0343	**
Nights	Not Guanajuato residents	1	3	Mann-Whitney	0.0343	**
Group	All	0	3.5	Mann-Whitney	0.7920	NS
Group	All	1	3	Mann-Whitney	0.7920	NS
Times attended	All	0	1	Mann-Whitney	0.8529	NS
Times attended	All	1	1	Mann-Whitney	0.8529	NS
Residence	All	0	NA	Chi-square independence	0.1877	NS
Residence	All	1	NA	Chi-square independence	0.1877	NS
Income	All with income >0	0	4500	Mann-Whitney	0.1043	*
Income	All with income >0	1	6000	Mann-Whitney	0.1043	*
Income	Guanajuato residents with income >0	0	1530	Mann-Whitney	0.085	*
Income	Guanajuato residents with income >0	1	6000	Mann-Whitney	0.085	*

Descriptors by attendance motivation

Statistics	Productions	Togetherness	Exploration	Escape	Attractiveness
Mean	11.47	4.59	9.80	13.49	15.35
Median	12.00	5.00	10.00	14.00	16.00
Mode	15.00	2.00	10.00	14.00	16.00
Standard deviation	2.89	2.05	2.81	3.52	4.17

GIFF attendees and revenue 2018

City	Attendees	Revenue
San Miguel de Allende Guanajuato	42,718	$63,539,383
	68,148	$84,790,999

	110,866	$148,330,382

Number of times attended GIFF

Number of visits	percentage
One	61.7
Two	14.5
Three	23.8
Total	100.0

Descriptive statistics of motives for attending

Descriptive statistics	Factor	Mean	SD
14.1 To get out of my normal routine	F4	3.25	1.167
14.2 To unwind	F4	3.38	1.181
14.3 To spend time with my family	F2	2.70	1.430
14.4 To spend time with my friends	F4	3.42	1.244
14.5 To meet new people	F3	2.95	1.304
14.6 Because GIFF is different from other festivals	F3	3.42	1.199
14.7 Due to the variety of films and short films	F1	3.83	1.105
14.8 Due to the quality of films and short films	F1	3.80	1.094
14.9 Because it is a sociable festival	F4	3.44	1.158
14.10 Because it is the closest festival to where I live	F5	3.07	1.446
14.11 To see the best short films	F5	3.54	1.156
14.12 To support the local economy	F5	2.98	1.222
14.13 To shop for souvenirs	F2	1.89	1.128
14.14 Because it is an annual undertaking	F5	2.23	1.404
14.15 To explore the film scene	F3	3.44	1.216
14.16 Because it is first and foremost a film festival	F5	3.54	1.168
14.17 Because the festival provides a unique holiday experience	F5	3.35	1.260
14.18 Because film productions are shown at the festival	F6	3.63	1.157
14.19 Because the festival promotes inclusion	F6	3.49	1.199
14.20 Because the festival is free	F1	3.68	1.255
14.21 To add to my knowledge about film	F6	3.85	1.153
14.22 To attend as many screenings as possible	F6	3.55	1.189
14.23 To see the artists in person	F6	2.91	1.365

Guanajuato International Film Festival Visitor Profile and Segmentation

Figures & Tables

Figure 1:

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Figure 3:

Figure 4:

Chi-square and Mann-Whitney results for tribute

Mann-Whitney results comparing residents and non-residents and motivations for attending_

Chi-square and Mann-Whitney results for horror films

Attendee socio-demographic variables

Chi-square and Mann-Whitney results for the screening of winning films

GIFF 2018 attendee profile

Travel motivation dimensions

Chi-square and Mann-Whitney results for concerts

Monthly visitor income

Chi-square and Mann-Whitney results for films

Descriptors by attendance motivation

GIFF attendees and revenue 2018

Number of times attended GIFF

Descriptive statistics of motives for attending

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