Unveiling the Experiences at Iranian Food Events: A Qualitative Approach and Conceptual Framework

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This study aims to explore the experiences sought by visitors in Iranian food festivals, addressing a research gap in understanding successful food events from the customer's perspective, particularly in the Middle East. The research was conducted in Tehran, Iran, using focus groups as the research method, with the participation of 28 food event visitors. This study reveals that visitors' experiences in food events encompass four components: food sensory, learning, culture, and entertainment. Built on the experience economy model, this study proposes a preliminary conceptual framework that categorizes the four components of food festival experience into two dimensions: the area of interest and the level of engagement. The findings of this research offer valuable insights for event planners to enhance visitors' experiences at food events hosted in Middle Eastern countries.