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- Title
Explaining the Behaviors of Culinary Event Attendees: A Path Model from Motivation to Behavioral Intentions.
- Authors
Xu, Yueying Hazel; Zhang, Yuejiong Grandy
- Abstract
The study clarifies the definition of "event motivation" and verifies the dimensions of event motivation measurement scale. It then proposes and tests a path model of consumer behaviors incorporating event motivation, event perceived value, event satisfaction, and behavioral intentions, within a context of a regional culinary event. The path model fits well with the collected data of a sample of 394 from the Macau Food Festival, an important event in the well-known gaming destination. Findings show that the first two of the four event motivational factors extracted via EFA (cultural exploration, escape/relaxation, socialization, and family togetherness) have significantly positive effects on event perceived value, which further affects the event attendees' satisfaction and behavioral intentions toward the event. Furthermore, escape/relaxation is found to have direct effects on both event satisfaction and event behavioral intentions. Results of the study provide theoretical and practical implications for event research and event management.
- Subjects
MOTIVATION (Psychology); INTENTION; CONSUMER behavior; FOOD festivals; HUMAN behavior models
- Publication
Event Management, 2021, Vol 25, Issue 2, p201
- ISSN
1525-9951
- Publication type
Article
- DOI
10.3727/152599519X15506259856282