Effect of Health and Wellness Values on Festival Visit Motivation

Yoo, In Young, Lee, Timothy Jeonglyeol and Lee, Choong-Ki (2015) Effect of Health and Wellness Values on Festival Visit Motivation. Asia Pacific Journal of Tourism Research, 20 2: 152-170. doi:10.1080/10941665.2013.866970


Author Yoo, In Young
Lee, Timothy Jeonglyeol
Lee, Choong-Ki
Title Effect of Health and Wellness Values on Festival Visit Motivation
Journal name Asia Pacific Journal of Tourism Research   Check publisher's open access policy
ISSN 1741-6507
1094-1665
Publication date 2015-02
Year available 2013
Sub-type Article (original research)
DOI 10.1080/10941665.2013.866970
Open Access Status
Volume 20
Issue 2
Start page 152
End page 170
Total pages 19
Place of publication Oxon, United Kingdom
Publisher Routledge
Collection year 2016
Language eng
Abstract Understanding the motivation to visit particular tourist destinations and festivals is important for building effective tourism marketing strategies. This paper explores the effect of existing health and wellness values on the motivation to visit a festival using a field survey at the Goomeri Pumpkin Festival, a typical Australian festival which uses the natural environment, traditions and local produce to provide 21 events during the festival. The study focused on establishing the relationship between health and wellness values and festival attendees' motivation. Qualitative research with random sampling was selected to collect the data. The results revealed high levels of health and wellness values among the participants as well as social interaction, family togetherness, cultural exploration, novelty, natural environment, relaxation, previous food festival experience and food as motivations. Findings of this paper can contribute to festival tourism marketing especially to demonstrate that health-related interests can be significant catalysts for attracting festival attendees.
Keyword health and wellness tourism
food festival
push and pull framework
Australia
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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