Constructing a Model of Food Festival Visitor Behavior
| Autor: | CHING-SHU SU, 蘇靖淑 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Festivals and events have been important resources to be com-bined with tourism development in many countries all the time. Festi-vals and events are increasingly employed to promote tourism and improve the local economy (Felsenstein & Fleischer, 2003). Kivela and Crotts (2005) noted that culinary tourism is a significant market segment with high loyalty, and that emphasizing local delicacies is an effective marketing strategy for tourist destinations. Furthermore, food festivals make a strong impression on culinary tourists, and are usu-ally the most attractive aspect of culinary tours (Smith & Xiao, 2008). However, previously few studies have attempted to understand the behavior of food festival tourists. This study establishes a model of food festival tourist behavior based on the Theory of Planned Behav-ior (TPB). Furthermore, this study groups the samples with lifestyle, and explores the difference on the behavioral models between differ-ent groups of food festival visitors. This study utilizes a quantitative approach based on questionnaire survey. The TPB and lifestyle scales were developed via literature review. Data were collected using a questionnaire distributed to the visitors to the “2008 the 8th Macau Food Festival”. A total of 244 samples were obtained. Structural equa-tion modeling (SEM) was employed to examine the model fit. The main findings are as follows: 1. TPB can partially explain the behavioral model for food festi-val visitors. 2. TPB combined with lifestyle can form an better behavioral model. 3. Perceived behavioral control can result in different influence on behavioral intention between food festival visitors of different lifestyle. Suggestions regarding practical operation and management are addressed based on the results; meanwhile, theoretical implications are discussed and are expected to contribute to future theoretical de-velopment in human behavior. Finally, the direction of future research and research limitations are proposed. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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