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Attendee Motivations at an International Wine Festival in China.

O'Regan, M., Choe, J. Y. and Yap, M.H., 2017. Attendee Motivations at an International Wine Festival in China. Event Management, 21 (3), 448-460.

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DOI: 10.3727/152599517X14998876105774


Wine festival research has primarily focused on tourism potential and economic impact in western wine destinations, with few studies seeking to understand what motivates those to attend a festival in a “non-traditional” wine destination. An on-site survey study (N = 366) was conducted at the 2012 Dalian International Wine and Dine Festival, China. Factor analysis suggests a unique motivational factor structure with four motivational components identified amongst festival attendees. They were wine festival; where the festival event itself is a primary motive, recover equilibrium at a novel event, family and known group togetherness and cultural exploration through interaction/socialization. An independent t-test and One-way ANOVA tests found statistically significant motivational variances between attendees based on gender, age, education, income level and employment status. These findings offer important implications for festival and event organizations that have an interest in developing and organizing wine festivals in China, and attracting Chinese mainland tourists to overseas wine festivals.

Item Type:Article
Uncontrolled Keywords:Wine festivals; festival motivation framework; visitors’ motivation; China; culture
Group:Bournemouth University Business School
ID Code:29622
Deposited By: Symplectic RT2
Deposited On:31 Aug 2017 12:35
Last Modified:14 Mar 2022 14:06


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