The theory of planned behavior in the context of a food and drink event: A case study.

Journal article


Alonso, Abel Duarte, Sakellarios, Nikolaos and Cseh, Leonard 2015. The theory of planned behavior in the context of a food and drink event: A case study. Journal of Convention & Event Tourism. https://doi.org/10.1080/15470148.2015.1035822
AuthorsAlonso, Abel Duarte, Sakellarios, Nikolaos and Cseh, Leonard
Abstract

The present case study seeks to contribute to the culinary event management literature, investigating key motivators among participants to the Derbyshire Food and Drink Fair, United Kingdom. A questionnaire, which was partly based on predictors related to the theory of planned behavior was designed and distributed; 308 usable responses were collected. The validity and impact of attitude toward the behavior, perceived behavioral control, and subjective norms on behavioral intention was confirmed. Additionally, several motivators, such as “commitment and perceived importance,” “consumption and entertainment,” “attendance and discovery,” and “joining others” were identified as key factors. Finally, statistically significant differences were noticed among various participating groups, namely, in terms of age, gender, or distance traveled to the event. The findings have important implications for event managers and organizers, in terms of promotion, and addressing the needs and wants of various segments of food festival attendees.

KeywordsEvent management; Food and drink; Visitors; Tourist experience
Year2015
JournalJournal of Convention & Event Tourism
PublisherTaylor & Francis
ISSN15470148
15470156
Digital Object Identifier (DOI)https://doi.org/10.1080/15470148.2015.1035822
Web address (URL)http://hdl.handle.net/10545/622311
http://creativecommons.org/licenses/by-nc-nd/4.0/
hdl:10545/622311
Publication dates14 Sep 2015
Publication process dates
Deposited14 Mar 2018, 16:06
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Archived with thanks to Journal of Convention & Event Tourism

ContributorsEdith Cowan University and University of Derby
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