Abstract
The study aims to determine factors impacting the attractiveness and word-of-mouth (WOM) intentions with the Southern Folk Cake Festival. Research data were collected from a survey of 202 visitors who have visited the Southern Folk Cake Festival. Applying the structural equation modeling (SEM), the study shows six impacting factors to the attractiveness of the Southern Folk Cake Festival. They include typical cuisine, festival content, promotion, festival information, festival environment, and facilities. Among them, festival content has the most impact on the attractiveness of the festival itself. Besides, the attractiveness of the festival positively affects tourists’ WOM intentions.
Highlights
Festivals and food events are keys elements in tourism development
Research hypotheses Based on the above literature review, researchers have pointed out factors that influence the attractiveness of a festival and positive word-of-mouth intentions of visitors
The study sets up hypothesis H3: Promotion puts a positive impact on the attractiveness of the Southern Folk Cake Festival
Summary
Festivals and food events are keys elements in tourism development. Festival tourism pushes the industry development, leading to the increase in income of the tourist community (Nagy and Nagy, 2013; Congcong, 2014). There exists a positive correlation between food festivals and local tourism development (Bottyán, 2015). The development of tourism plays an essential role in the economy. Decrease the seasonality in tourism, and positively impact both public and private economic sectors (Getz, 2016). Felsenstein and Fleischer (2003) pointed out that organizing festivals is considered a strategy to promote the image of local tourism. Festivals may encourage tourists to spend more, thereby increasing local income and promoting local economic development. Celebrating festivals associated with tourism positively affects the preservation of the local tangible and intangible cultural heritage (Cudny, 2013)
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