Motivations of Young People for Visiting Wine Festivals

Authors: Dodd, Tim; Yuan, Jingxue; Adams, Charlie; Kolyesnikova, Natalia

Source: Event Management, Volume 10, Number 1, 2006 , pp. 23-33(11)

Publisher: Cognizant Communication Corporation

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Abstract:

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.

Keywords: FESTIVAL MOTIVATIONS; YOUNG WINE CONSUMERS; WINE FESTIVAL

Document Type: Research article

Publication date: 2006-12-01

More about this publication?

Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.