Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival

Abstract

Wine-related festivals and events have emerged as a unique tourism product bringing not only economic value but also enhancing the brand image of a destination. China being the third largest wine-consuming country in the world has been organizing wine and food focused festivals which are participated by the residents as well as international visitors. Considering the size and scope of these events in China, this study explores the motivation behind participation in the wine festivals and investigates the influence of motivation factors on the perception of festivalscape, satisfaction, and behavioral intentions. The constructs of the study were framed after a thorough review of the literature. The findings of the study revealed that while primary and secondary motivations have a positive effect on the perception of food and wine, generic features, and fun; only primary motivation has a positive effect on satisfaction, whereas secondary motivation has a negative effect on satisfaction. It was also found that the perception of wine & food and fun has a positive impact on satisfaction, while the perception of generic features has no effect on satisfaction. The behavioral intentions were also found to be positively affected by satisfaction.