Events research group report

Up until now, academic research into event experience has been limited mainly to marketing perspectives. Although popular cultural events, such as Carnival, have been studied extensively across different disciplines, there is a lack of substantive research about the different dimensions of the Carnival experience, both in its individual and social realms. To broaden the knowledge on these topics, we have investigated the events of Carnival and São João from a consumer point of view within a social context. Throughout the research, several types of experience and other related subjects have been analysed. Besides motivations for attendance and the experience scale, this research also includes a creativity scale, and a social interaction scale (only for specific events). After the dissemination of surveys in a number of different countries, the data has been gathered and processed to make cross-cultural comparisons.