Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival

Abstract

Wine-related festivals and events have emerged as a unique tourism product bringing not only economic value but also enhancing the brand image of a destination. China being the third largest wine-consuming country in the world has been organizing wine and food focused festivals which are participated by the residents as well as international visitors. Considering the size and scope of these events in China, this study explores the motivation behind participation in the wine festivals and investigates the influence of motivation factors on the perception of festivalscape, satisfaction, and behavioral intentions. The constructs of the study were framed after a thorough review of the literature. The findings of the study revealed that while primary and secondary motivations have a positive effect on the perception of food and wine, generic features, and fun; only primary motivation has a positive effect on satisfaction, whereas secondary motivation has a negative effect on satisfaction. It was also found that the perception of wine & food and fun has a positive impact on satisfaction, while the perception of generic features has no effect on satisfaction. The behavioral intentions were also found to be positively affected by satisfaction.

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

“…Likewise, Carvache-Franco et al [33] found that motivations for visiting the Red Crab festival in Ecuador included escape, socialization, art, food, local food, and knowledge. Similarly, Kabiraj et al [37] pointed out two motivations for attending the Dalian International Wine and Dining Festival. Those sets are Primary Motivations like tasting and buying wine and food, experiencing wine, learning food culture, and attending specific activities like wine and food tasting.…”

“…Similarly, Kabiraj et al [ 37 ] pointed out two motivations for attending the Dalian International Wine and Dining Festival. Those sets are Primary Motivations like tasting and buying wine and food, experiencing wine, learning food culture, and attending specific activities like wine and food tasting.…”

“…Similarly, escaping from routine and enjoying time with family/friends were e reasons to visit the Urla International Artichoke Festival in Izmir, Turkey [ 36 ]. Differently, from the classification of the reasons for visiting food festivals, Kabiraj et al [ 37 ] pointed out two sets of motivations for attending the Dalian International Wine and Dining Festival. Those are primary motivations to try and buy wine and food, experience wine and food culture, and participate in specific activities like wine and food tasting.…”

The Influence of African Cuisines in Tourism Branding in Zimbabwe

“…The Hong Kong Wine & Dine Festival founded in 2009 is a large-scale event that showcases a wide selection of wines, spirits, and gourmet food from around the world (Kabiraj, 2021). The main objective of the festival is to highlight Hong Kong's vibrant food and wine culture, offering a wide range of culinary experiences, wine tastings, and entertainment (King, 2022).…”

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

“…Concurrently, the number of wine festivals in China has increased rapidly (Chinanews, 2019). Some researchers have examined the Chinese wine market (Camillo, 2012; Duan et al , 2018; Fountain et al , 2020; García-Cortijo et al , 2019; Li et al , 2011; Liu et al , 2014; Wang and Li, 2019; Zhang-Qiu et al , 2013) while several studies (Choe et al , 2018; Kabiraj et al , 2021; O’Regan et al , 2017, 2019) have focused specifically on Chinese wine festivals. Chinese wine festival attendees deserve more attention not only because China itself is a fast-growing consumer market for wine and wine festivals but also because it generates large tourist numbers for overseas wine tourism destinations (Gu and Huang, 2019).…”