Análise de aspectos hedônicos e utilitários como preditores da recomendação e recompra do Natal Luz Analysis of hedonic and utilitariam aspects as predictors of recommendation and repurchase of "Natal Luz" Análisis de los aspectos hedonista y utilitarista como predictores de la recomendación y recompra de "Natal Luz"

The objective of this study was to demonstrate that the hedonic and utilitarian aspects prior to rec- ommendation and repurchase (loyalty) and the frequency of visits to an event changes the perception of the consumer of the hedonic and utilitarian motivations and the higher the frequency of visits more utilitarian event is motivation. For this purpose we proceeded a survey, applied December 2011 and January 2012, meas-