Designing festival experiences to influence visitor perceptions: the case of a wine and food festival

Article

Axelsen, Megan and Swan, Taryn. 2010. "Designing festival experiences to influence visitor perceptions: the case of a wine and food festival." Journal of Travel Research. 49 (4), pp. 436-450. https://doi.org/10.117/00472875509346796
Article Title

Designing festival experiences to influence visitor perceptions: the case of a wine and food festival

ERA Journal ID19681
Article CategoryArticle
AuthorsAxelsen, Megan (Author) and Swan, Taryn (Author)
Journal TitleJournal of Travel Research
Journal Citation49 (4), pp. 436-450
Number of Pages15
Year2010
Place of PublicationUnited Kingdom
ISSN0047-2875
0147-2399
1552-6763
Digital Object Identifier (DOI)https://doi.org/10.117/00472875509346796
Web Address (URL)http://jtr.sagepub.com/content/49/4/436
Abstract

An activity that has been found to enhance wine tourism opportunities is wine and food festivals. This article examines how, through the manipulation of such festival attributes, festival managers can foster positive consumer perceptions of products central to the festival. The article first describes the attributes that define a festival and then, using the Moonlight Wine Tour festival as a case for study, explores how much of an influence certain festival attributes have on shaping visitors' perceptions of the wine on show. An ANOVA determines that five festival attributes are effective predictors of creating positive changes in people's perceptions, while one attribute has a negative effect. A binomial generalized linear model is then created for use in managerial situations by specifying which combined set of attributes are the most significant in creating positive and negative changes in consumer perceptions.

Keywordsfestivals, festival attributes, wine and food festivals, visitor perceptions
ANZSRC Field of Research 2020490501. Applied statistics
350806. Tourist behaviour and visitor experience
350602. Consumer-oriented product or service development
Public Notes

Second author is from the Faculty of Science (Statistics).
Author version not held.

Byline AffiliationsUniversity of Queensland
Faculty of Sciences
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