Motivations of young people for visiting wine festivals

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46 Scopus citations


This article investigates the motivations of young visitors (35 years old and under) at two wine festivals in Texas and Indiana. Fourteen motivational items were identified in which tasting wine, being entertained, and being with friends were perceived to be important motives for young visitors. In addition, differences were compared between the young and older visitors. Young people were found to attach more importance to enjoying entertainment, finding thrills and excitement, and being with friends. Interestingly, young visitors also viewed tasting wine more importantly than their older counterparts. The findings are discussed in comparison with those of the extant literature on event motivations and young visitors to wineries. Practical implications of the study's findings are presented.

Original languageEnglish
Pages (from-to)23-33
Number of pages11
JournalEvent Management
Issue number1
StatePublished - 2006


  • Festival motivations
  • Wine festival
  • Young wine consumers


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