Abstract
Food festivals provide unique opportunities for leisure, social and cultural experiences, help generate business and income for the host community and promote a positive image of the local community. This study examines the behavioral intentions of first time and repeat visitors to revisit and recommend a festival when admission fee is charged vs no admission. The study also investigates the impact of admission fees on the intention to revisit and recommend the festival for different age groups. Two-way ANOVA and independent t-tests were used. Results found that admission fees impacted the intentions to revisit and recommend the festival.
 Keywords: Festival, Behavioral intentions, Revisit, Recommendations, Admission fee, Age
Highlights
Festivals, in particular, food festivals, provide unique opportunities for leisure, social and cultural experiences, help generate business and income for the host community and promote a positive image of the local community
This study examines the behavioral intentions of the first time and repeat visitors to revisit and recommend a festival when admission fee is charged vs no admission
Results indicated a significant interaction between previous festival visitation and admission fee, F (1,1225) =10.16, p< .01 (Table 2)
Summary
In particular, food festivals, provide unique opportunities for leisure, social and cultural experiences, help generate business and income for the host community and promote a positive image of the local community. Festival researchers have focused on reporting the profiles and characteristics of visitors (Nicolson & Pearce, 2000; Yuan et al, 2005), motivations for attending food festivals (Cela et al, 2008; Crompton & Mckay, 1997; Nicholson & Pearce, 2000), festival experiences (Axelsen & Swan, 2010) and ways to organize a successful food/wine festival (Einarsen & Mykletun, 2009). There is growth in research on festivals, limited studies have examined the factors and attributes that affect the levels of satisfaction and loyalty towards food festivals, consumers’ satisfaction and revisit intentions (Özdemir & Culha, 2009; Yuan & Jang, 2008), as well as the impact of admission fees on the intention to revisit or recommend a festival or event (Hubbard, et al, 2012; Wan & Chen, 2013). The above-mentioned gaps in revisit and recommendation intentions and admission fee impacts make it critical to understand the factors or attributes that affect satisfaction and loyalty towards attending food festivals. The study aims to 1) examine the impact of admission fees on the intention to revisit and recommend a festival for first-time visitors vs. repeat visitors and to 2) examine the impact of admission fees on the intention to revisit and recommend for older vs. younger visitors
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