Differences in motivation of food festivals visitors – A view from the Czech Republic
Abstract
Gastronomy festivals are one of the fastest growing sectors of tourism and their importance for any destination is undeniable. The significance of the supply side attracts much more attention in research in contrast to the demand side in spite of the fact that knowing the customers and their motivation is the key for most aspects of realization and marketing of a festival. The main topic of this article are components of motivation to attend a festival that were obtained from self-administered questionnaires and categorized into dimensions of motivations. The dimensions are Taste, Experience, Social Status, Change, People, Family and Inspiration and they are studied in context of socio-demographic characteristics of the festivals attendees. This article compares two events held in the Czech Republic– PivniFest in Pilsen and Valtice Wine Markets. The results show primarily a distinct perception of festivals in terms of dimensions Family and Experience and the influence of education and marital status on the motivation.
References
Afonso, C. et al. (2018). The role of motivations and involvement in wine tourists` intention to return: SEM and fsQCA findings. Journal of Business Research, 89, 313-321
Alonso, A. D. (2010). Opportunities and challenges in the development of micro brewing and beer tourism: A preliminary study from Alabama. Tourism Planning &Development, 8(4), 4145-431.
Bujdosó, Z., & Szűcs, C. (2012). Beer tourism: From theory to practice. Academica Turistica, 103-111; 5.
Çela, A., Knowles-Lankford, J., & Lankford, S. (2007). Local food festivals in Northeast Iowa communities: A visitor and economic impact study. Managing Leisure, 12(2-3), 171-186. doi:10.1080/13606710701339470
Chang, W., & Yuan, J.(2011). A Taste of Tourism: Visitors' Motivations to Attend a Food Festival. Event Management, 15(1), 13-23. doi:10.3727/152599511x12990855575024
Cheng, S., Hu, J., Fox, D., & Zhang, Y. (2012). Tea tourism development in Xinyang, China: Stakeholders' view. Tourism Management Perspectives, 2-3, 28-34. doi:10.1016/j.tmp.2011.12.001
Cooper, C. (2008). Tourism: Principles and practice. Harlow, England: Prentice Hall Financial Times. 736 pp.
Crompton, J.L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424. doi:10.1016/0160-7383(79)90004-5
Crompton, J.L., & McKay, S.L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. doi:10.1016/s0160-7383(97)80010-2
Dodd, T., Yuan, J., Adams, C., & Kolyesnikova, N. (2006). Motivations of Young People for Visiting Wine Festivals. Event Management, 10(1), 23-33. doi:10.3727/152599506779364660
Egresi, I., & Kara, F. (2014). Motives of tourists attening small-scale events: The case of three local festivals and events in Istanbul, Turkey. GeoJournal of Tourism and Geosites, 93-110; 7.
Ellis, A. et al. (2018). What is food tourism?. Tourism management 68, 250-263. doi. 10.1016/j.tourman.2018.03.025
Felsenstein, D., & Fleischer, A. (2003). Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure. Journal of Travel Research, 41(4), 385-392. doi:10.1177/0047287503041004007
Getz, D. (2000). Explore wine tourism: management, development. Tourism management, 23, 641-643.
Getz, D., & Robinson, R.N.S. (2014). Foodies and Food Events. Scandinavian Journal of Hospitality and Tourism, 14(3), 315-330. doi:10.1080/15022250.2014.946227
Goeldner, R.(., & Ritchie, B.J.R. (2014). Cestovní ruch: Principy, příklady, trendy. Brno: BizBooks. 545 pp.
Grybovych, O., Lankford, J., & Lankford, S. (2013). Motivations of wine travelers in rural Northeast Iowa. International Journal of Wine Business Research, 25(4), 285-309. doi:10.1108/ijwbr-07-2012-0023
Hall, C.M. (2007). Wine tourism in New Zealand. Academia. edu..
Hall, C.M., & Sharples, L. (2002). Food tourism around the world: Development, management and markets. Amsterdam: Butterworth-Heinemann. 373 pp.
Hattingh, C., & Swart, K. (2016). The motives for visitors to attend a food and wine event in Cape Town and their satisfaction levels. African Journal of Hospitality, 1-14; 6.
Henderson, J.C. (2004). Food as a Tourism Resource: A View from Singapore. Tourism Recreation Research, 29(3), 69-74. doi:10.1080/02508281.2004.11081459
Ignatov, E., & Smith, S. (2006). Segmenting Canadian Culinary Tourists. Current Issues in Tourism, 9(3), 235-255. doi:10.2167/cit/229.0
Inglehart, R., & Welzel, C. (2005). Modernization, cultural change, and democracy: The human development sequence. Cambridge University Press.
Inkson, C., Minnaert, L. 2014. Tourism management: an introduction. Thousand Oaks, CA: SAGE Publications. 432 pp.
Iso-Ahola, S.E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262. doi:10.1016/0160-7383(82)90049-4
Jollifee, L. (2007). Tea and tourism: Tourists, traditions and transformations.Channel View Publications. 261 pp.
Kim, K., Uysal, M., & Chen, J.S. (2002). Festival Visitor Motivation from the Organizers' Points of View. Event Management, 7(2), 127-134. doi:10.3727/152599501108751533
Kim, S., & Lee, C. (2002). Push and Pull Relationships. Annals of Tourism Research, 29(1), 257-260. doi:10.1016/s0160-7383(01)00043-3
Kivela, J., & Crotts, J.C. (2006). Tourism and Gastronomy: Gastronomy's Influence on How Tourists Experience a Destination. Journal of Hospitality & Tourism Research, 30(3), 354-377. doi:10.1177/1096348006286797
Kotíková, H. (2013). Nové trendy v nabídce cestovního ruchu. Praha: Grada. 208 pp.
Kraftchick, J. F., Byrd, E. T., Canziani, B. & Gladwell, N. J. (2014). Understanding beer tourist motivation. Tourism Management Perspectives, 12(1), 41-47.
Lee, Ch. & Lee. W. (2001). World culture expo segment charakteristice. Anals of Tourism Research, 28(3), 812-816. doi: 10.1016/S01607-789(00)00071-2
Long, L.M. (1998), Culinary tourism – A folkloristic perspective on eating and togetherness. Southern Folklore 55(3). 181-205.
McKercher, B., Okumus, F. & Okumus, B. (2008). Food tourism as a viable market segment: It`s all how you cook the numbers!. Journal of Travel and Tourism Marketing, 25(2), 137-148. doi: 10.1080/10548400802402404
Meller, M. & Cerovic, C. (2003). Food marketing in the function of tourist product development. British Food Journal, 105(3), 175-192. doi: 10.1108/00070700310477121
Nicholson, R. E.,& Pearce D. G.(2001). Why do people attend events: A comparative analysis of visitor motivation at Four South Island Events.Journal of Travel Research. 39(4), 449-460. doi: 10.1177/004728750103900412
Novelli, M. (2005) Niche Tourism: contemporary issues, trends and cases. Elsevier, Amsterdam, 263 pp.
Page, S.J. (2015). Demand: Why do people engage in tourism. New York: Routledge. 468 pp.
Pan, B., Sohn, E. & Yuan, J. (2013). Who are the culinary tourists? An observation at a food and wine festival. International Journal of Culture, Tourism and Hospitality Research, 7(2), 118-131. doi:10.1108/IJCTHH-04-2013-0019.
Park, K., Reisinger, Y., & Kang, H. (2008). Visitors' Motivation for Attending the South Beach Wine and Food Festival, Miami Beach, Florida. Journal of Travel & Tourism Marketing, 25(2), 161-181. doi:10.1080/10548400802402883
Pearce, P. L. & Lee, U. (2005). Developing the Career Approach to Tourist motivation. Journal of Travel Research, 43(3), 226-237. doi: 10.1177/0047287504272020.
Pivnífest. (2016). Pivní festival Plzeň. Plzeň: Tos Production. [online] [cit. 2017-01-31]. Http://www.pivnifest.cz/#o_nas.
Plummer, R. Telfer, D. Hashimoto, A. & Summners, R. (2005). Beer tourism in Canada along the Waterloo-Wellington ale trail. Tourism Management, 26(3), 447-458. doi: 10.1016/j.tourman.2003.12.002.
Robinson, R. N. S., & Getz, D. (2014). Profiling potential food tourists: an Australian study. British Food Journal, 116(4), 690-706. doi:10.1108/bfj-02-2012-0030
Sánchez-Cañizares, S.M., & López-Guzmán, T. (2012). Gastronomy as a tourism resource: profile of the culinary tourist. Current Issues in Tourism, 15(3), 229-245. doi:10.1080/13683500.2011.589895
Shanka, T., & Alamyio, G. (2012). Motivations to visit Events/Festivals: An Exploratory Investigation. In Australian and New Zealand Marketing Academy Conference. Adelaide, South Australia, Australian and New Zealand Marketing Academy.
Shanka, T., & Taylor, R. (2010). Discriminating Factors of First-time and Repeat Visitors to Wine Festivals. Current Issues in Tourism, 7(2), 134-145. doi:10.1080/13683500408667976
Smith, S., & Costello, C. (2009). Segmenting Visitors to a Culinary Event: Motivations, Travel Behavior, and Expenditures. Journal of Hospitality Marketing & Management, 18(1), 44-67. doi:10.1080/19368620801989022
Smith, S., Costello, C., & Muenchen, R.A. (2010). Influence of Push and Pull Motivations on Satisfaction and Behavioral Intentions within a Culinary Tourism Event. Journal of Quality Assurance in Hospitality & Tourism, 11(1), 17-35. doi:10.1080/15280080903520584
TIA: Comprehensive Culinary Travel Survey Provides Insights on Food and Wine Travelers (2007). USA: Travel Industry Association.
UNWTO. (2012). Global report on food tourism: AM Reports. volume four.
UNWTO. (2017). Second global report on gastronomy tourism: AM Report: volume sixteen
Vinné trhy. (2016). Valtické vinné trhy. Valtice. www.vinnetrhy.cz 2016-2017, 2016 [cit. 2017-04-01]. http://www.vinnetrhy.cz/wp-content/uploads/2017/03/Celkova-TZ-VVT-2016.pdf.
Vinné trhy. (2016). Valtické vinné trhy: Wimbledon mezi výstavami. Valtice. [online]. [cit. 2017-04-01]. http://www.vinnetrhy.cz.
Wall, G. & A. Mathieson. (2006). Tourism: change, impacts, and opportunities. 2nd ed. New York: Pearson Prentice Hall.
Weiler, B.A., & et al., (2004). Visitor profiles and motivations for visiting an Australian wine festival. Monash University.
Yuan, J.J., Cai, L.A., Morrison, A.M., & Linton, S. (2005). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events. Journal of Vacation Marketing, 11(1), 41-58. doi:10.1177/1356766705050842