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Attendee Motivations at an International Wine Festival in China

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Wine festival research has primarily focused on tourism potential and economic impact in Western wine destinations, with few studies seeking to understand what motivates those to attend a festival in a "nontraditional" wine destination. An onsite survey study (N = 366) was conducted at the 2012 Dalian International Wine and Dine Festival, China. Factor analysis suggests a unique motivational factor structure with four motivational components identified among festival attendees. They were: wine festival—where the festival event itself is a primary motive, recover equilibrium at a novel event, family and known group togetherness, and cultural exploration through interaction/socialization. An independent t test and one-way ANOVA tests found statistically significant motivational variances between attendees based on gender, age, education, income level, and employment status. These findings offer important implications for festival and event organizations that have an interest in developing and organizing wine festivals in China, and attracting Chinese mainland tourists to overseas wine festivals.
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Document Type: Research Article

Publication date: 29 September 2017

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.
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