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

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. ISSN 0047-2875


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.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Second author is from the Faculty of Science (Statistics). Author version not held.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 02 Jan 2011 05:47
Last Modified: 25 Aug 2014 03:12
Uncontrolled Keywords: festivals, festival attributes, wine and food festivals, visitor perceptions
Fields of Research : 01 Mathematical Sciences > 0104 Statistics > 010401 Applied Statistics
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900303 Tourism Infrastructure Development
Identification Number or DOI: doi:10.117/00472875509346796

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