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A Taste of Tourism: Visitors' Motivations to Attend a Food Festival

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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.
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Keywords: FESTIVAL MOTIVATION FRAMEWORK; FOOD FESTIVALS; VISITORS' MOTIVATIONS

Document Type: Research Article

Publication date: 01 March 2011

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  • 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.
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