Abstract
Slow lifestyles have become a way for individuals to reduce the amount of stress in their lives. Moreover, along with wellness and slow food, slow life seeking is emerging as an area of study, though little research has been studied at Slow Life Festivals (SLFs) associated with consumers’ wellness pursuits, slow life seeking, and perceptions of slow food. To address this gap, this study examined visitors’ decision-making processes using an extended theory of planned behavior (ETPB) by incorporating wellness pursuit, slow life seeking, and perceptions of slow food at an SLF. Thus, this study developed a theoretically comprehensive framework by applying field survey. Results revealed significant impacts of visitors’ wellness pursuits and slow life seeking on their decision-making, indicating that wellness and slow life were important factors to consider for SLF management. The research further identified the perception of slow food as a mediator in predicting behavioral intentions. Results further demonstrated a strong relationship between wellness pursuit and perception of slow food for highly attached visitors while revealing a significant relationship between slow life seeking and perception of slow food for less attached visitors. Consequently, this study shed significant light on our understanding of why visitors intend to revisit SLFs.
Highlights
The world is suffering from a fast lifestyle, and it has been suggested society should slow down by paying attention to wellness, slow life, and slow food principles [1,2,3]
Being a participant in the Slow Life Festivals (SLFs) is very meaningful to me Participating in the SLF says a lot about who I am Participating in the SLF gives a glimpse of the type of person I am Participating in the SLF tells something about me
It was found that the coefficients of the paths between wellness pursuit and perception of slow food and between slow life seeking and perception of slow food with respect to the high and low attachment respondents were different
Summary
The world is suffering from a fast lifestyle, and it has been suggested society should slow down by paying attention to wellness, slow life, and slow food principles [1,2,3]. The Slow Life Festival (SLF) in Namyangju, Korea encourages people to share the happiness of daily life by creating slow life values derived from Joseon dynasty scholar, Yak Yong Jong’s (pen name Dasan) (1762–1836) philosophy [5]. The three main values of slow life the SLF promotes include health, environment, and empathy, which have their roots in the philosophy of Dasan [6]. To commemorate Dasan’s accomplishments, Namyangju city organized the SLF to reflect his slow life (e.g., happiness, slow food, environment, locality, and empathy)
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