A taste of tourism: Visitors' motivations to attend a food festival

Wanching Chang, Jingxue Jessica Yuan

Research output: Contribution to journalArticlepeer-review

49 Scopus citations


Food festivals can offer a whole host of sensory experiences for visitors while engaging with a destination and its people. Understanding visitors' motivations to attend a specific food festival is beneficial for both community developers and festival professionals when implementing an effective marketing strategy in order to promote the event. This study applied a festival motivation framework incorporating three interacting components as the foundation to study food festival motives. The factor analysis results revealed six delineated motivational dimensions of visitors attending a regional food festival in Texas. Findings indicated patrons attended the food festival for generic leisure and travel needs, event-specific experiences, and extrinsic motives. Marketing implications are discussed along with the findings.

Original languageEnglish
Pages (from-to)13-23
Number of pages11
JournalEvent Management
Issue number1
StatePublished - 2011


  • Festival motivation framework
  • Food festivals
  • Visitors motivations


Dive into the research topics of 'A taste of tourism: Visitors' motivations to attend a food festival'. Together they form a unique fingerprint.

Cite this