The Influence of Food Expenditure on Tourist Response to Festival Tourism: Expenditure Perspective

Festival tourism, which combines the theme of a festival with the local characteristics of an area, has become an extremely attractive marketing method in recent years. In addition, local food and beverages are items that many visitors enjoy consuming and that can become attractions in their own right. The aims of this study are: (a) based on expenditure theory, to explore how spending on food and beverages and other items such as accommodations and transportation influences intentions to revisit and make positive recommendation; and (b) to examine whether or not tourists with different lifestyles use or experience different sources of information, evaluation criteria and travel expenses. A questionnaire survey was conducted using visitors to the 2009 Penghu Sea fireworks festival, and 308 valid samples were collected. The results were as follows. First, food and beverages had a significant positive influence on revisit and recommendation intentions. Second, the total expenditure on a tourist visit had a significantly negative effect on revisit and recommendation intentions. Third, there were statistically significant differences with regard to information searching, evaluation criteria and tourism expenditure among tourists with different lifestyles. Based on these results, we can conclude that food and beverage expenditure during festival tourism is an important factor in whether or not tourists plan to revisit an area and recommend it to others. The findings also show that more tourists can be attracted if festivals are well suited to local conditions and characteristics (such as the availability of seafood in the example examined in this work).     

Time–Space Movement of Festival Visitors in Rural Areas Using a Smart Phone Application

The purpose of this study is to analyse the tourists’ spatiotemporal behaviour at the rural festival using the theory and tracking methods of time geographies and the smart phone application based on global positioning system data. Main results show that most festival tourists visit only the entrance and central spaces, walking along on the same paths, while only a small number of visitors visit the regional commercial area, including the traditional market, main streets in the downtown area, although their tickets allow them to visit these spaces. Based on the time and space density analysis, this study draws the time–space aquarium of the Sancheoneo Ice Festival and can find a spatiotemporal concentration and limitation of socio-economic sustainability in rural tourism using festival as a development booster. Therefore, festival planners and policy-makers should focus on these limited spatial movement patterns and temporal flows of visitors in community-based tourism.     

Potential for collaboration among agricultural food festivals in Korea for cross-retention of visitors

Abstract

This study examines visitor intentions to attend different agricultural food festivals within the same region to explore whether they can collaborate to promote cross-visits. Building upon the literature on co-branding and satisfaction, this study proposes the direct effect as well as the mediating roles of involvement and variety seeking between visitor satisfaction with a current festival and behavioral intentions to visit similar festivals. The results found that all relationships appeared to be positive and significant as conceptualized and visitor intentions to attend similar festivals were as high as those to visit the festival that had been attended again. Furthermore, comparison of three models suggested that the partial mediation model (PMM) is a significant improvement over the direct effect (DEM) and full mediation (FMM) models. This study seeks to make both theoretical and practical contributions to agricultural food festivals and rural tourism, specifically to the cross-retention potential of visitors to relevant festivals.     

Demand Control: The Case for Demarketing as a Visitor and Environmental Management Tool

Little has been written in tourism on what happens once sustainable limits have been set and met. This paper introduces 'demarketing' as a policy option and management tool, outlining the literature in this field. First coined by Kotler in the early 1970s, it was presented as an aspect of the marketing mix. Demarketing has been applied successfully (if somewhat controversially) in the health sector as a means for reducing smoking and inappropriate health careconsumption. However, the strategy itself can be taken beyond health and marketing and applied to tourist management and planning. The implications for the tourism industry are enormous, providing fresh ways to consider the management of mass tourism and the environment and culture on which it relies. While aspects of demarketing have been used unconsciously in tourism operations such as man-made attractions and national park management systems, this paper looks at demarketing's potential as a conscious policy tool within the built and natural environmental management spheres, specifically in relation to visitor management and tourism. Studies of the planning and management of selected tourism environments in Australia and North America demonstrate the potential of demarketing as a management tool.     

Food and tourism: an effective partnership? A UK-based review

This paper focuses on the role of food tourism in delivering sustainability agendas by examining how the agriculture and tourism sectors have struggled to realise measurable successes because of constraints, conflicting ambitions and low levels of social capital. It focuses on the United Kingdom, which has tasked regional development agencies to adopt food tourism as a means to grow local economies, create jobs and improve natural resources and diversify. In 2009/10, 16 interviews and six workshops were conducted with stakeholders to gauge industry challenges and needs in implementing food tourism. Based on qualitative findings, a model was developed which maps five emergent themes (knowledge exchange, the supply chain, fear of change, regionalisation and marketing) alongside five sustainability principles (strong and just society, good governance, sustainable economy, working within environmental limits and using sound science responsibly). The paper argues that if food tourism is to deliver its purported sustainable benefits, the policy environment must cultivate significant social capital through the cooperation of different industries with varying needs, motivations and challenges through joint marketing schemes, more localised distribution channels and enhanced policy engagement. Scotland and Wales are more successful than England, but overall food and tourism are not yet in effective partnership.     

饮食旅游动机对游客满意度和行为意向的影响研究

饮食旅游是近年来发展最快的旅游类型之一,但有关游客动机和行为的研究却很少.文章构建结构方程模型,剖析饮食旅游的推动和拉动动机要素,明确旅游动机对游客满意度和行为意向的作用机制.在澳门进行问卷调查获得368个有效样本后,检验假设模型,发现饮食旅游的推动动机为休闲放松、饮食猎奇和文化探索,拉动动机包括饮食产品和配套服务;休闲放松、文化探索和饮食产品对满意度有正向影响,饮食猎奇要素对行为意向有正向影响.文章从供求两方面明确了饮食旅游的参与原因及其后续效应,为发展饮食旅游、提升游客满意度和忠诚度提供了指导.     

Audience Members’ Motivation,Satisfaction, and Intention to Re-visit an Ethnic Minority Cultural Festival

This study investigates the relationships among audience members' motivation, satisfaction, and re-visit intentions at an ethnic minority cultural festival. As an empirical study, an on-site survey was conducted at the 2009 Fe?ta–Croatian Food and Wine Festival in Adelaide, South Australia. The results of the study identified eight main motivational dimensions for ethnic minority cultural festival attendance: “community support,” “escape,” “knowledge/education,” “food, wine, and entertainment,” “novelty,” “family togetherness,” “marketing,” and “socialization.” The findings of this study also confirm the implication that festival audience members' motivation is an immediate antecedent of overall satisfaction and likelihood of future attendance, and that the level of a festival audience members' overall satisfaction has a direct impact on the likelihood of future attendance. These findings offer important implications for public or private festival and event organizations, state governments, and local communities that have an interest in creating and staging ethnic minority cultural festivals.     

Investigating wellness tourists’ motivation,engagement, and loyalty: in search of the missing link

Wellness tourism is a rapidly growing sector of the current thriving tourism industry. The purpose of this study was to investigate tourists’ motivation and its relationship with engagement and loyalty at wellness tourism destinations. Specifically, tourists’ motivation was evaluated via four components: prestige and luxury; novelty and knowledge; self-development; and relaxation and escape. Tourists’ engagement was assessed from two perspectives: experiential and reflective. The study confirmed the impact of tourists’ motivation on engagement, which consequently leads to loyalty. The present research provides industry practitioners with strategies to understand and predict tourists’ behavior in wellness tourism destinations.     

Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty

Festivals provide economic, social and cultural benefits to the communities in which they occur, and contribute to event tourism and destination marketing. This research reports a meta-analysis of the festival literature to evaluate the factors that contribute to festival satisfaction and loyalty. Attributes were classified into six categories: activities, authenticity/uniqueness, concessions, environment, escape and socialization. The analysis revealed that festival activities (program, entertainment, thematic activities) and environment (atmosphere, convenience, facilities) are the most important determinants of satisfaction and loyalty. Two perceptions were evaluated: cost/value and service quality. The analysis revealed that cost/value is important for both satisfaction and loyalty, whereas service quality is relatively unimportant. Satisfaction with the festival is strongly related to loyalty. The findings suggest that festival planners should focus on providing an enjoyable program in a comfortable environment at a reasonable price. This strategy will cultivate repeat attendance and stimulate future visits to the festival destination.     

The German Spa and Health Resort Industry in the Light of Health Care System Reforms

The German health care system has been under increasing pressure over the past decades due to escalating health care costs. A number of reforms have been introduced to ensure a fair and sustainable financing of the health care system. These reforms also have had a significant impact on the health and wellness tourism market and pose great challenges and also new opportunities for the industry. Special reference is made to the important senior market for which health and wellness have become key aspects influencing travel behavior. This can be seen as a positive trend, particularly for the traditional spas and health resorts in Germany. However, the situation is far more complex as outlined with the case example of Bad Wörishofen.     

Tourists as Mobile Gamers: Gamification for Tourism Marketing

Gaming as a cutting-edge concept has recently been used by some innovative tourism sectors as a marketing tool and as a method of deeper engagement with visitors. This research aims to explore the gamification trend and its potential for experience development and tourism marketing. Using a focus group, this paper discusses gaming and tourism, and explores what drives tourists to play games. The results suggest tourists’ game playing motivation is multidimensional. Players tend to start with purposive information seeking, then move on to an intrinsic stimulation. Socialization is also an important dimension. The research demonstrates several implications for tourism marketing.     

Key Components for Organizing Architectural Tours in Isfahan,Iran

Architectural heritage attracts many tourists due to its aesthetic features and celebrities. Architourism as a new niche tourism strives to attract those who are interested in architectural heritage. This paper highlights the introduction of Isfahan city (Iran) as a new architourism destination. This research also has three other major purposes: (1) to identify the attractions for promoting architourism in Isfahan; (2) to investigate the key components for organizing architectural tours; and (3) to introduce architectural tour packages. Using a qualitative method clearly shows that demography, visitor/tourist interest, motivation and expertise, the time and duration of the visit, providing special tourism facilities, organizing educational and research activities and marketing are key components in organizing architectural tours. The results also illustrated that Isfahan has buildings, urban collections and historical textures that can be attractions for promoting architourism. Further analysis illustrated that Isfahan city has potential to organize architectural tours with 16 themes.     

The role of motivation in visitor satisfaction: Empirical evidence in rural tourism

Motivation and satisfaction are two concepts widely studied in tourism literature; the relevance of these constructs being derived from their impact on tourist behaviour. The purpose of this paper is to investigate the relationship between motivation and visitor satisfaction. A survey questionnaire was distributed to visitors at a rural destination in Spain and the data analysed by ANOVA, factor and cluster analyses. The results verified our hypothesis that motivation is a determinant of the visit assessment criteria and, as a direct consequence, of the level of satisfaction (specific factors) of the visitor. However, this investigation also detected the existence of certain elements, which are independent of the reasons that motivated the journey (general factors), but which affect general satisfaction. Based on our findings, implications for management and marketing are presented.     

The role of family decision makers in festival tourism

This study assessed the role of family decision makers in participating in a festival according to five stages of festival participation. A survey process was conducted using two sampling groups: the sample for families with children and the sample for families without children. According to the results of the study, a number of marketing implications were generated. For example, the husband was revealed to more actively join transportation-related activities including driving, deciding travel routes, automobile safety checks, and filling up with gasoline. The wife was a strong decision maker in selecting restaurants or menus in the festival tourism management process. Likewise, the role of the wife is very significant, from suggesting the festival participation at the first stage to determining a revisit to the festival at the last stage. However, the children or joint decision-making patterns were not distinctive as they are said to be in other tourism literature. Findings of the study are expected to offer valuable insights for all festival stakeholders including festival vendors, local government, local residents, and festival organizers.     

Tourist Motivation with Sun and Sand Destinations: Satisfaction and the Wom-Effect

To study the tourist consumption process, the present work suggests a new conceptual framework of tourist motivation. This framework for tourist motivation proposes causal relationships for important constructs in the consumption process: between motivations to travel, tourists' satisfaction, and intentions to communicate with others by word-of-mouth (WOM). A review of current tourism and marketing literature suggests two body-related dimensions (i.e., sun and warmth, fitness and health) and two mind-related dimensions (i.e., culture and nature, escapism). The study tests an instrument to measure the dimensions of tourist motivation. A research model investigates the relevant relationships among the constructs and uses a structural equation modeling (SEM) approach. Analysis of 1,222 outbound charter tourists from Norway tests the model. The results confirm that body and mind are useful as a framework to assess tourist motivations. People have many motives for visiting sun and sand destinations. Satisfaction was, as expected, found to impact WOM. However, only mind-related motives affect satisfaction with the destination, and tourists prefer to talk about culture and nature motivations, in particular, to others. These findings are of great importance due to the great influence of WOM in tourism marketing. The findings point to the importance of recognizing the differences in tourist motivation for traveling and what tourists are inclined to tell others when arriving back home.     

培育节庆活动 营销西部旅游目的地

随着旅游业的发展，旅游目的地竞争越来越激烈，目的地形象的塑和推广成为竞争的重要手段。节庆活动既是目的地形象的载体，又是形象传播最有效的方式之一，对西部旅游目的地营销有着特殊重要的意义。西部旅游目的地要从实际出发，培育有西部特色的节庆活动，同时要注意以下问题：节庆活动规模和参与度；节庆活动的形式和内容；国际体育旅游活动的开发；提高服务水平。     

Segmenting the College Educated Generation Y Health and Wellness Traveler

Generation Y is considered to be the next largest cohort group to significantly impact the health and wellness travel industry. This study sought to create a profile of the Gen Y health and wellness traveler using push and pull motivations and perceived wellness. K-means clustering revealed five distinct traveler segments. Wellness was found to be a motivating factor as well as the other internal and external motivators used in this study. Men were found to travel more for escape and women for the nightlife. Opportunities to both seek and avoid contact with others were revealed. Suggestions for future marketing messages for the Gen Y wellness traveler are offered.     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论，较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念，结合地方情感概念中的旅游目的地意象和地方依恋，根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架，进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明，游客旅游目的地选择始于旅游目的地意象的形成，随着整体认知意象的深化，游客对旅游目的地将产生地方认同感，再通过选择决策行为选择意向的旅游目的地从事旅游活动，通过对旅游目的地旅游体验的功能满足产生依赖感，最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值，对于旅游目的地市场战略规划实践活动而言具有参照价值。     

Towards quality of life: the effects of the wellness tourism experience

ABSTRACT

The wellness tourism sector has experienced a significant worldwide increase. This study aimed to identify the relationships between customer experience, leisure and non-leisure satisfaction, and quality of life in wellness tourism. Specifically, customer experience was evaluated with four dimensions of the experience economy: entertainment, educational, esthetic, and escapist. The findings of this study indicate that customer experience influences leisure satisfaction, which consequently leads to non-leisure satisfaction. It was also found that both leisure and non-leisure satisfaction contribute to customer quality of life. This study provides industry practitioners with practical knowledge for promoting traveler quality of life through wellness tourism and designing effective marketing strategies to this end.     

Book Review

World Heritage Sites (WHSs) are motivated by such diverse reasons as heritage celebration, alarm calls, tourism branding and marketing and place making. Irrespective of the primary motivation for their creation, WHSs are often used to develop tourism based on cultural and natural resources of international significance. Heritage conservation may or may not be in agreement with what local populations perceive as desirable development paths. We conducted a survey among the island community of Vega in Norway that received WHS status in 2004 motivated by conservation alarm, tourism marketing and place making. We examined the local population's views of the key aspects of future development and how this related to WHS status. The islanders placed high value on social and community conditions as well as heritage linked to cultural and natural resources. While a majority supported tourism based on sustainable use of heritage they also felt that WH listing should not limit development opportunities. There were differences between younger people and adults. WHS may be an effective agent of sustainable tourism development if the main goals and strategies of the WHS are clearly understood and prioritized in the local community, leave room and perhaps link to other development opportunities.