Visitors' Motivation for Attending the South Beach Wine and Food Festival,Miami Beach,Florida |
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| Authors: | Kwang‐Soo Park Yvette Reisinger Hyun‐Jung Kang |
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| Affiliation: | 1. School of Tourism and Hospitality Management , Temple University , 1700 North Broad Street, Philadelphia, PA 19122, USA kspark@temple.edu;3. School of Tourism and Hospitality Management , Temple University , 1700 North Broad Street, Philadelphia, PA 19122, USA;4. Hospitality Management, School of Hospitality and Tourism Management , Florida International University , Biscayne Bay Campus, 3000 N.E. 151st Street (HM 210), North Miami, FL 33181‐3000, USA |
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| Abstract: | ![]()
The objective of this study was to identify the major factors that motivated visitors to attend the South Beach Wine and Food Festival in Miami Beach, Florida, and determine whether these factors varied among the visitors from the United States, Canada, South America, Europe, and Asia. A survey of 475 visitors to South Florida was conducted in February 2006. Forty‐four motivational items were factor analyzed. The seven factors that motivated first‐time visitors to the festival were the desire to taste new wine and food, enjoy the event, enhance social status, escape from routine life, meet new people, spend time with family, and get to know the celebrity chefs and wine experts. A significant difference in motivation among the five national groups of visitors was found in the area of family influence. Implications of the study results are discussed. |
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| Keywords: | Travel motivation wine and food festivals South Beach Wine and Food Festival |
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