Abstract
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 language | English |
|---|---|
| Pages (from-to) | 13-23 |
| Number of pages | 11 |
| Journal | Event Management |
| Volume | 15 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2011 |
Keywords
- Festival motivation framework
- Food festivals
- Visitors motivations