De la experiencia vivida a la lealtad del visitante: el rol mediador del valor percibido en festivales culturales

Laura Ortega-Pérez; Francisco  Orgaz Agüera; Salvador Moral-Cuadra; Cándida María Domínguez-Valerio

doi:10.25145/j.pasos.2026.24.052

Autores

Laura Ortega-Pérez Universidad de Córdoba https://orcid.org/0009-0000-8149-6842
Francisco Orgaz Agüera Universidad Internacional de La Rioja (UNIR) https://orcid.org/0000-0002-4240-8640
Salvador Moral-Cuadra Universidad de Córdoba
Cándida María Domínguez-Valerio Universidad Tecnológica de Santiago (UTESA)

DOI:

https://doi.org/10.25145/j.pasos.2026.24.052

Palavras-chave:

perceções experienciais, motivações, lealdade do visitante, mediação, valor percebido, satisfação, festivais culturais, Património da Humanidade, PLS-SEM, modelo EOR

Resumo

Este trabalho examina de que forma as perceções experienciais e as motivações dos participantes em festivais influenciam o valor percebido, a satisfação e a lealdade, incorporando a análise do papel mediador dessas variáveis. O estudo de caso centra-se no Festival Internacional das Flores de Córdoba 2024. Com base no modelo Estímulo-Organismo-Resposta (EOR), foi implementada uma abordagem quantitativa assente num questionário (n=774) e numa metodologia de mínimos quadrados parciais (PLS-SEM). Os resultados evidenciam que as perceções experienciais influenciam significativamente o valor percebido e a satisfação, embora não exerçam um efeito direto sobre a lealdade. A satisfação confirma-se como o principal fator explicativo da fidelidade, ao passo que o valor percebido atua como mediador pleno entre as motivações e a satisfação. Estes resultados enriquecem a literatura académica sobre festivais culturais e oferecem orientações práticas para a conceção de experiências sustentáveis e memoráveis, com implicações relevantes para gestores de eventos e responsáveis pela valorização do património cultural imaterial.

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