http://eprints.bournemouth.ac.uk/21918/7/1-s2.0-S0261517715000679-main.pdf

Progress and prospects for event tourism research

The nature and scope of festival studies is examined by compiling and analyzing a large-scale literature review of 423 research articles published in the English-language scholarly press. These have been annotated and their themes classified by reference to a pre-determined framework. Identification and discussion of three major discourses was enabled by this method, namely the roles, meanings and impacts of festivals in society and culture, festival tourism, and festival management. Conclusions focus on revealed research gaps and the need for greater interdisciplinarity to advance the field of festival studies.

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The nature and scope of festival studies

This study examines how festivals can promote wine products and wineries and influence customer behavioral intentions. Specifically, this research proposes a theoretical model, focusing on the relationships among (1) perceived festival quality, (2) satisfaction with the wine festival, (3) subsequent awareness of local wines and wineries, and (4) future intentions to buy local wine products and to visit wineries. A structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries. Festival quality appears not to directly affect behavioral intentions, whereas satisfaction and awareness have positive and direct relationships with intentions. Mediator functions of satisfaction and awareness are also discussed. This study extends previous research by specifically considering ways in which service quality and satisfaction with a wine...

The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival

The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals

Global growth in wine tourism mirrors that of wine consumption and rural tourism. Existing research reveals that wine tourists look for dining, shopping, and cultural and recreational activities al...

Experience economy constructs as a framework for understanding wine tourism

As special-interest tourism, wine tourism is becoming increasingly important for wine-growing regions. But wine marketers are faced with a paucity of empirical data when examining wine tourists’ characteristics and behaviour. This issue needs to be addressed if marketers want to implement more effective strategies to target the market. Visiting wine festivals is an important component in the complete construct of wine tourism. What might have motivated the participants to visit such an event has become critical for wine-growing destinations when they attempt to use wine festivals to promote the wineries and regions. This research study used a survey instrument specially designed to test participants’ motivations to attend a regional wine festival in a Midwestern state in the USA. Both festival and wine tourism motivations were integrated in the measurement scale. The findings showed that attendees were motivated by a variety of factors which were associated with the focus on the different elements incorpo...

An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

The study constructs a temporal model of wine tourist behaviour on the basis of the social psychologist' theory of consumer attitudes and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. More importantly, this study added two dimensions to this model by proposing that satisfaction and perceived value had an impact on the attendees' intentions (i) to visit a local winery and (ii) to buy local wine products. Using a path analysis approach and data collected from the attendees at a regional wine festival, the study examined the above relationships. The results of this path analysis can be summarised as: (i) past behaviour influenced the intention to revisit and the level of perceived value, but had no effect on the level of satisfaction; (ii) perceived value strongly affected the level of satisfaction; (iii) satisfaction had a strong impact on future intentions to revisit and also an effect on intentions to visit local wineries and to buy local wine products; and (iv) perceived value affected the intentions to revisit the festival and to visit local wineries but did not influence the intentions to buy local wines. It is believed that the results of the present study will be useful to organisers of wine festivals and/or wine tourism developers. Copyright © 2008 John Wiley & Sons, Ltd.

A model of wine tourist behaviour: a festival approach

This study was conducted to evaluate the marketing strategies of small wineries and the role of the Web within these strategies. A Website evaluation instrument was developed to measure the effectiveness of small winery Websites from multiple perspectives. The instrument was tested on a sample of 18 small winery Websites in a Mid-western U.S. state. These Websites were found to be “electronic brochures” rather than “dynamic relationship marketing tools.” Implications for improved performance on Web marketing by small wineries were identified.

Marketing Small Wineries: An Exploratory Approach to Website Evaluation

This article investigates the segmentation of wine festival attendees on the basis of their motivations. Three distinct groups were identified using a factor-cluster approach. They were wine focusers, festivity seekers, and hangers-on. Through multiple discriminant analysis, the study revealed that each of the three segments placed a unique set of priorities on the available products and activities at the festival. The demographic characteristics of all three segments were examined. The findings were discussed in comparison with those of the existing literature on travel motivations and festival motives as well as wine tourist segmentation. Practical implications of the study's findings are presented.

Sally Linton

Papers

An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?

A model of wine tourist behaviour: a festival approach

Marketing Small Wineries: An Exploratory Approach to Website Evaluation

Segmenting wine festival attendees: a factor-cluster approach.

Analysis of motivational and promotional effects of a wine festival.