Purpose This study examines visitor motivation and event evaluation at the International Balloon Festival (FIG) in León, Guanajuato, one of Mexico's most prominent cultural and tourism events. Despite its economic significance and international projection, scholarly research on the FIG remains scarce, particularly regarding the factors that shape visitors' motivations and how these influence their evaluation of the festival experience. Design/methodology/approach A quantitative, descriptive, correlational, and explanatory methodology was employed through a structural equation modeling approach (PLS-SEM). Data were collected from 320 attendees during the 2024 FIG using a structured questionnaire adapted from Kruger et al. (2011). Exploratory factor analysis and measurement validation were conducted to assess construct reliability and validity. Findings The results indicate that FIG attendees are mainly young, male, non-local visitors, often from neighboring states, and with higher education levels. Motivations were strongly associated with the event's unique atmosphere, balloon exhibitions, and entertainment activities. Although motivation significantly influenced evaluation, the explanatory power was limited (R2 = 0.049), suggesting the presence of other determinants. Research limitations/implications The study was limited to a single event and city, which restricts generalizability. Future research should incorporate longitudinal data, comparative studies across festivals, and additional variables (e.g. service quality, cultural identity, sustainability practices) to explain evaluation outcomes better. Practical implications This study highlights key drivers of visitor satisfaction at the International Balloon Festival. The event's attractiveness as Mexico's premier hot-air balloon showcase, its diverse entertainment activities, and its role as an escape from routine are strong motivators with positive impacts on evaluation. Organizers should capitalize on these strengths by investing sustainably in infrastructure, delivering high-quality programming, and implementing targeted promotional strategies. At the same time, addressing weaknesses in logistics, sanitation, and parking is essential to enhance the overall experience. These findings provide actionable insights for enhancing event design and maintaining competitiveness in the festival and events sector. Social implications The International Balloon Festival fosters social cohesion by providing spaces for family bonding, friendship, and shared community experiences. Its role as a collective escape from daily routines contributes to well-being and local identity formation. However, negative evaluations of basic services highlight the need for improved inclusivity, accessibility, and community-oriented planning. Strengthening these dimensions would not only enhance visitor satisfaction but also reinforce the festival's role in promoting cultural pride and social integration. These findings underscore the importance of aligning large-scale events with broader community values and sustainable development goals. Originality/value This study contributes to the limited body of knowledge on Latin American festivals by integrating motivation and evaluation within a structural model. It highlights FIG's role as a cultural and economic driver, while also identifying areas for improvement in logistics and visitor satisfaction.
González-Rosas et al. (Thu,) studied this question.