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Abstract
An understanding of visitors' motivations to attend a multicultural event is essential for the development of attracting event offerings. Whilst it is acknowledged that a multicultural festival provides many benefits for tourists and residents alike, there is little consensus on why visitors are motivated to attend these cultural events. Furthermore, it is not confirmed whether these motivations differ amongst visitors based on other personal characteristics such as their age and income levels. To address these research gaps, 322 questionnaires were collected at two Australian multicultural festivals and analysed using exploratory factor analysis. Four motivational segments labelled as culture, escape, people and enjoyment were identified. Differences amongst these visitor motivations were evident based on their profiling characteristics. This study has provided several theoretical and practical contributions relating to segmenting visitors to multicultural festivals. Future research opportunities and limitations of this research are also outlined.