Arts Festival São Cristóvão/SE

the perception and consumer behavior of the LGBTQIA+ public

Abstract

The consumption behavior of the LGBTQIA+ public has become an increasingly relevant topic in the market, especially at cultural events, where diversity and inclusion are paramount. Given this, the present study aims to analyze the perception about the provision of services and the consumption behavior of this public at the São Cristóvão Arts Festival (FASC). In order to understand how the public feels and consumes during the event, quantitative, descriptive research based on a case study was carried out. Questionnaires were administered during the last three days of the festival, addressing the sociodemographic profile, service provision and consumption behavior of participants. Data collection took place at strategic points and at different moments of the event, respecting diversity and without reinforcing stereotypes. Among the results, 51.5% of those interviewed were women, 47% men and 1.5% preferred not to inform, with the majority of participants being young people aged 19 to 25 and residing in Aracaju. The most mentioned positive point was the food area and the most mentioned negative point were the bathrooms. Furthermore, all interviewees reported feeling comfortable expressing their sexuality at FASC, indicating that the festival is considered a welcoming and gay-friendly environment. However, the need for improvements to make it even more inclusive was highlighted.