Festivals are increasingly being us

Festivals are increasingly being used as instruments for promoting tourism and boosting the regional economy. Festivals are atype of cultural events and are travel attractions with unique features. Much research, undertaken from a variety of perspectives,exists on festivals. However, very few studies related to aboriginal cultures have been published. The main objective of this study isto profile tourists based upon their motives and demographic characteristics, as these traits are associated with attraction toaboriginal cultural festivals and other related activities. The research reveals that cultural exploration, among other motivationaldimensions, is the most important factor attracting tourists to the aboriginal cultural festival. In addition, not all tourists have thesame degree of interest in the festival cultural experience. Furthermore, motivational variables are found to be more important thandemographic variables in explaining and segmenting visitors to an aboriginal festival.