The Influence of Personal Involvement on Festival Attendees’ Revisit Intention: Food and Wine Attendees’ Perspective

Abstract

Research on food and wine tourism is recent and mostly attraction-based. Further, it is essential to understand how locally grown food and beverages allow culinary tourists to amplify their involvement experiences and lead to enhance their satisfaction and destination loyalty. This research attempts to explore the structural relationships between the variables of motivation, different types of involvement, physical/intangible service satisfaction, and loyalty in the context of a food and wine festival. Data were collected via intercept surveys on site, which were distributed to and collected from attendees of the Wine and Food Festival in Miami, Florida. The results show that novelty seeking is only positively related to pleasure experience, whereas socialization motivation has an impact on pleasure experience, risk probability, and risk importance. Pleasure experience, in turn, has a positive influence on both physical and intangible service satisfaction; however, risk probability is only related to physical service, and risk importance is related to intangible service satisfaction. Finally, only the satisfaction with an intangible service has a positive impact on loyalty. Findings from this study suggest that developing a marketing strategy for attendees based on the characteristic of their cognitive mode can be effective in increasing their satisfaction and willingness to revisit the festival.

Foundation economic development for network development community tourism by linking local products and cultural capital Samut Songkhram Province

“…These products normally cover a variety of processing, production, distribution, and marketing system. According to a past study, local products especially at food festivals are essential items because people believe that these local products comparatively have a good quality (Lee & Kwon, 2021). According to the present study, the economic foundation plays a significant role in the performance of local products.…”

Three decades of research on wine marketing

“…The ‘satisfaction’ theme evolved from ‘wine tourism’; it examined wine tourists' experiences in various settings, including hotels [ 178 ], wine routes [ 179 , 180 ], wine festivals [ 181 , 182 ] and food and wine destinations [ 183 ]. Given that satisfaction is a key variable of tourists' experiences, studies also tried to understand its multidimensional nature [ 184 ].…”

Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain

“…Secondary motivations included being with family, meeting new friends with the same interests, and releasing pressures and changes in daily routine. In a recent study of the Wine and Food Festival in Miami, Florida (USA), three motivations for festival visitors were found: socializing with other visitors with identical interests, novelty seeking (such as enjoying variations of things to do and memorable experiences, festival program, and pleasure [ 38 ]. The following reasons were cited by Castillo-Canalejo et al in [ 39 ] for visiting two food markets in Córdoba (Spain): Experience and novelty in food, hedonism, and leisure.…”