Motivation and segmentation of gastronomic events: festival of the Red Crab in Ecuador

Carvache‐Franco, Mauricio; Carvache‐Franco, Orly; Carvache‐Franco, Wilmer; Buele, Cesar Villagómez; Arteaga-Peñafiel, Marina

doi:10.1080/11745398.2020.1830421

Cited by 13 publications

(14 citation statements)

References 43 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Overall, prior studies indicate that while various experiences have direct impacts on customer, visitor or festivalgoers' satisfaction, delight and loyalty, precise segmentation of these experiences reveal more profound insights for product position and service enhancement. In the festival-focused literature, segmenting by festivalgoers' motivation is omnipresent while segments derived from the festivalgoers' experience is often overlooked (Carvache-Franco et al. , 2020; Tkaczynski and Rundle-Thiele, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Segmenting food festivalgoers: experiential value, emotional state and loyalty

Hsu

Park

Miller

2022

BFJ

View full text Add to dashboard Cite

PurposeThe primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments differ with regard to their perceived level of satisfaction, delight and loyalty.Design/methodology/approachA self-administered questionnaire was designed to assess the on-site festival experiential value, satisfaction, delight and loyalty of local and overseas visitors at the Macau International food festival. Data were analyzed by using the factor and cluster approach. To profile segments, a series of chi-square tests, ANOVAs and multivariate analysis of variance were performed.FindingsThis study uncovered three underlying dimensions of experiential value and classified four segments based on their experiential value among the food festivalgoers, which provides insightful implications for festival organizers and marketers. The segments differed in age, education level and place of residence. Furthermore, the multi-experiential value group was the most important segment, showing the highest festival satisfaction, delight and loyalty.Originality/valueExperiential value reflects a core value of festival attendees, where the experience is a determining factor in the creation of a successful festival and desirable outcomes. Limited studies, however, have been conducted to segment food festival markets according to their festival experience. This study identified experiential value, applying it as a segmentation criterion within a food festival setting.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Segmenting food festivalgoers: experiential value, emotional state and loyalty

Hsu

Park

Miller

2022

BFJ

View full text Add to dashboard Cite

show abstract

“…According to Yuan et al (2005b), wine festivals are special occasions at which attendees are actively engaged in satisfying their interests in wine and enjoying the available leisure activities. Existing studies on wine festivals emphasize attendees’ motivations (Afonso et al , 2018; O’Regan et al , 2017), experience, satisfaction, loyalty (Kruger and Viljoen, 2019; Velikova et al , 2016), market segmentation (Carvache-Franco et al , 2020), festival development and impacts (Li et al , 2020; Mazurkiewicz-Pizio, 2016), event attributes (Velikova et al , 2016) and online marketing and electronic commerce (Brennan et al , 2020). Widely recognized across these studies is that wine festivals are not only potent inducements for repeat visitation to wine regions (LaPan et al , 2021) but also occasions for stimulating wine consumption and sales (Yuan et al , 2005b).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Since 1990, festival and event segmentation has received increasing attention (Tkaczynski and Rundle-Thiele, 2011, 2020), though attention to wine festivals has been limited. Existing studies categorize wine festival attendees by motivation (Carvache-Franco et al , 2020; Dodd et al , 2006; Houghton, 2008; Poisson and Chen, 2010; Yuan et al , 2005a, 2005b), festival expenditure (Saayman and Saayman, 2019; Saayman et al , 2012), wine involvement (Yuan et al , 2008), psychological commitment to the festival (Lee and Kyle, 2014) and wine selection behaviors (Jeon et al , 2019). For instance, Yuan et al (2005a) identifies three distinct motivational segments of festival attendees (i.e.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Previous studies on profiling wine festival attendees have typically used psychographic attributes (e.g. motivation) for segmentation (Carvache-Franco et al , 2020; Hall et al , 2004). Few studies have used variables with observable characteristics, such as purchase and consumption behaviors, even though these “best meet the substantiality criterion for effective market segmentation” (Johnson et al , 2017, p. 2).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival

Shi

Weaver

et al. 2021

IJCHM

View full text Add to dashboard Cite

Purpose This study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study. Design/methodology/approach Adopting a longitudinal approach, survey data were collected from attendees of the first, fifth and seventh DIWDF in 2012, 2016 and 2018, respectively. Cluster analysis segmented attendees by wine and festival experience and consumption features. Comparative analysis was conducted to examine segment differences by demography, festival motivation, satisfaction and intention. Changes in segments over time were examined across the three times. Findings The following three clusters were identified: “wine-novice fest-newbies,” “occasional drinker fest-goers” and “wine-lover fest-enthusiasts.” Over the study period, the proportion of “wine-lover fest-enthusiasts” increased significantly while the percentages of the other two segments decreased, demonstrating the evolution of the Chinese wine festival market and their consumer impacts. Practical implications This study offers straightforward indicators of market value via consumption features for both wine businesses and festival organizers. The characteristics of the segments and their inter-linkage have important implications for developing product mix, targeting strategies, festival service design and market development. Originality/value This is the first known empirical research globally to investigate relationships among market segments both horizontally (differences between segments) and vertically (development over time) and to incorporate both wine- and festival-related consumption features.

show abstract

“…Gastronomic festivals, as one of the forms of food festivals, promote local food, increase the number of tourists in the destinations where they are held, and provide an opportunity for tourists to connect with local culture and people (Viljoen et al, 2017). So, in addition to being a good way to promote the host region, gastronomic festivals are also a great opportunity for tourists to gain new experiences, enrich their knowledge, and enjoy local cuisine (Wu et al, 2014;Carvache-Franco et al, 2020). However, Robinson and Getz (2014) note that in the literature on gastronomic festivals, special attention is paid to supply, while demand is largely neglected.…”

Section: Introductionmentioning

confidence: 99%

Understanding the youth tourists' motivation to attend rural gastronomic festivals in the Republic of Serbia

Seočanac

2022

Ekonomika poljoprivrede

View full text Add to dashboard Cite

This study aims to examine the motivation of young tourists to attend gastronomic festivals in rural areas in the Republic of Serbia. In addition, it seeks to find out whether their motivation differs depending on their knowledge of and interest in gastronomy. The research was conducted on a sample of 125 respondents. The collected data was analyzed through the Statistical Package for Social Sciences (SPSS 20), using descriptive statistics, the K-means clustering multivariate grouping technique, and nonparametric statistical procedures (Kruskal-Wallis H test and Mann-Whitney U test). The results have shown that the opportunity to try new and varied foods, as well as enjoying the atmosphere at the festival, are the main motives for young tourists to attend gastronomic festivals in rural areas in the Republic of Serbia. Additionally, it was discovered that the gastronomic motifs of young tourists are different and conditioned by their knowledge of and interest in gastronomy.

show abstract

Motivation and segmentation of gastronomic events: festival of the Red Crab in Ecuador

Cited by 13 publications

References 43 publications

Segmenting food festivalgoers: experiential value, emotional state and loyalty

Segmenting food festivalgoers: experiential value, emotional state and loyalty

From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival

Understanding the youth tourists' motivation to attend rural gastronomic festivals in the Republic of Serbia

Contact Info

Product

Resources

About