This Article Full Text (OnlineFirst PDF) Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Scopus Google Scholar Articles by Axelsen, M. Articles by Swan, T. Social Bookmarking                         What's this?

Designing Festival Experiences to Influence Visitor Perceptions: The Case of a Wine and Food Festival

¹ The University of Queensland
² University of Southern Queensland

^* To whom correspondence should be addressed. E-mail: m.axelsen{at}uq.edu.au.

	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.

First published on September 21, 2009
Journal of Travel Research 2009, doi:10.1177/0047287509346796


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?