Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Segmenting food festivalgoers: experiential value, emotional state and loyalty

Segmenting food festivalgoers: experiential value, emotional state and loyalty The primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments differ with regard to their perceived level of satisfaction, delight and loyalty.Design/methodology/approachA self-administered questionnaire was designed to assess the on-site festival experiential value, satisfaction, delight and loyalty of local and overseas visitors at the Macau International food festival. Data were analyzed by using the factor and cluster approach. To profile segments, a series of chi-square tests, ANOVAs and multivariate analysis of variance were performed.FindingsThis study uncovered three underlying dimensions of experiential value and classified four segments based on their experiential value among the food festivalgoers, which provides insightful implications for festival organizers and marketers. The segments differed in age, education level and place of residence. Furthermore, the multi-experiential value group was the most important segment, showing the highest festival satisfaction, delight and loyalty.Originality/valueExperiential value reflects a core value of festival attendees, where the experience is a determining factor in the creation of a successful festival and desirable outcomes. Limited studies, however, have been conducted to segment food festival markets according to their festival experience. This study identified experiential value, applying it as a segmentation criterion within a food festival setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Segmenting food festivalgoers: experiential value, emotional state and loyalty

Hsu, Fu Chieh; Park, Sung Hee; Miller, Joseph C.
British Food Journal , Volume 125 (1): 20 – Jan 2, 2023
Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/segmenting-food-festivalgoers-experiential-value-emotional-state-and-P1nOS3AoYj
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-05-2021-0549
Publisher site
See Article on Publisher Site

Abstract

The primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments differ with regard to their perceived level of satisfaction, delight and loyalty.Design/methodology/approachA self-administered questionnaire was designed to assess the on-site festival experiential value, satisfaction, delight and loyalty of local and overseas visitors at the Macau International food festival. Data were analyzed by using the factor and cluster approach. To profile segments, a series of chi-square tests, ANOVAs and multivariate analysis of variance were performed.FindingsThis study uncovered three underlying dimensions of experiential value and classified four segments based on their experiential value among the food festivalgoers, which provides insightful implications for festival organizers and marketers. The segments differed in age, education level and place of residence. Furthermore, the multi-experiential value group was the most important segment, showing the highest festival satisfaction, delight and loyalty.Originality/valueExperiential value reflects a core value of festival attendees, where the experience is a determining factor in the creation of a successful festival and desirable outcomes. Limited studies, however, have been conducted to segment food festival markets according to their festival experience. This study identified experiential value, applying it as a segmentation criterion within a food festival setting.

Journal

British Food Journal – Emerald Publishing

Published: Jan 2, 2023

Keywords: Experiential value; Food festival; Market segmentation; Emotional state; Loyalty

References

  • Vivid-memory formation through experiential value in the context of the international industrial exhibition
    Ahn, Y.J.; Hyun, S.S.; Kim, I.
  • Brand experiential value for creating integrated resort customers'co-creation behaviour
    Ahn, J.; Lee, C.K.; Back, K.J.; Schmitt, A.
  • The role of emotions in marketing
    Bagozzi, R.P.; Gopinath, M.; Nyer, P.U.
  • Quality, satisfaction and behavioural intentions
    Baker, D.A.; Crompton, J.L.
  • Back-translation for cross-cultural research
    Brislin, R.W.
  • The impacts of complaint efforts on customer satisfaction and loyalty
    Cai, R.; Chi, C.G.Q.
  • Motivation and segmentation of gastronomic events: festival of the Red Crab in Ecuador
    Carvache-Franco, M.; Carvache-Franco, O.; Carvache-Franco, W.; Villagómez-Buele, C.; Arteaga-Peñafiel, M.
  • Local food festivals in Northeast Iowa communities: a visitor and economic impact study
    Çela, A.; Knowles-Lankford, J.; Lankford, S.
  • A taste of tourism: visitors' motivations to attend a food festival
    Chang, W.
  • Experience economy in hospitality and tourism: gain and loss values for service and experience
    Chang, S.
  • A Study on the relationship among physical environment of festivals, perceived value, participation satisfaction, and festival image
    Cheon, Y.S.
  • A survey method for identifying key drivers of guest delight
    Crotts, J.C.; Pan, B.; Raschid, A.E.
  • The effect of food festival quality on place attachment and destination recommendation intention through festival experience and festival satisfaction: the case of the Didim International Olive Festival
    Culha, O.
  • A measurement scale for food festival visitor experience
    Ding, D.; Lee, H.M.
  • Motivations of young people for visiting wine festivals
    Dodd, T.; Yuan, J.; Adams, C.; Kolyesnikova, N.
  • Market segmentation analysis in tourism: a perspective paper
    Dolnicar, S.
  • Preferences of Erasmus students concerning culinary tourism
    Drozdowska, M.; Duda-Seifert, M.
  • Exploring the success of the Gladmatfestival (the Stavanger Food Festival)
    Einarsen, K.; Mykletun, R.J.
  • Destination image and loyalty development: the impact of tourists' food experiences at gastronomic events
    Folgado-Fernández, J.A.; Hernández-Mogollón, J.M.; Duarte, P.
  • Food events in lifestyle and travel
    Getz, D.; Andersson, T.; Vujicic, S.; Robinson, R.N.
  • An iot smart queue management system with real-time queue tracking
    Ghazal, M.; Hamouda, R.; Ali, S.
  • Authenticity, experience, and loyalty in the festival context: evidence from the San Fermin festival, Spain
    Girish, V.; Chen, C.F.
  • Segmenting food festival visitors: applying the theory of planned behaviour and lifestyle
    Horng, J.S.; Su, C.S.; So, S.I.A.
  • Examining food festival attendees' existential authenticity and experiential value on affective factors and loyalty: an application of stimulus-organism-response paradigm
    Hsu, F.C.; Agyeiwaah, E.; Lynn, I.; Chen, L.
  • The relationship among food perceived value, memorable tourism experiences and behaviour intention: the case of the Macao food festival
    Huang, Y.f.; Zhang, Y.; Quan, H.
  • Incorporating on-site activity involvement and sense of belonging into the Mehrabian–Russell model—the experiential value of cultural tourism destinations
    Hung, K.P.; Peng, N.; Chen, A.
  • Conceptualizing the impact of festival and event attendance upon family quality of life (QOL)
    Jepson, A.; Stadler, R.
  • Influence of festival attribute qualities on Slow Food tourists' experience, satisfaction level and revisit intention: the case of the Mold Food and Drink Festival
    Jung, T.; Ineson, E.M.; Kim, M.; Yap, M.H.
  • The dimensions of rural tourism experience: impacts on arousal, memory, and satisfaction
    Kastenholz, E.; Carneiro, M.J.; Marques, C.P.; Loureiro, S.M.C.
  • What facilitates a festival tourist? Investigating tourists' experiences at a local community festival
    Kim, B.
  • Understanding the historical and geographical contexts of food festival tourism development: the case of the Tatebayashi noodle grand prix in Japan
    Kim, S.
  • A case study of a southern food festival: using a cluster analysis approach
    Kim, Y.H.; Duncan, J.L.; Jai, T.M.
  • Involvement, satisfaction, perceived value, and revisit intention: a case study of a food festival
    Kim, Y.H.; Duncan, J.; Chung, B.W.
  • How are food value video clips effective in promoting food tourism? Generation Y versus non–Generation Y
    Kim, S.; Choe, J.Y.; Lee, S.
  • Segmentation of music festival attendees
    Kinnunen, M.; Luonila, M.; Honkanen, A.
  • Determining sample size for research activities
    Krejcie, R.V.; Morgan, D.W.
  • Does loyalty pay? First-time versus repeat visitors at a national arts festival
    Kruger, M.; Saayman, M.; Ellis, S.
  • Segmentation by genres: the case of the Aardklop national arts festival
    Kruger, M.; Saayman, M.; Ellis, S.
  • A whale of a time! an experience-based typology of visitors to a South African whale-watching festival
    Kruger, M.; van der Merwe, P.; Saayman, M.
  • Exploring alternative antecedents of customer delight
    Kumar, A.; Olshavsky, R.W.; King, M.F.
  • Attendee-based brand equity
    Lee, J.S.; Back, K.J.
  • Segmenting festival visitors using psychological commitment
    Lee, J.; Kyle, G.T.
  • Examining the quality antecedents and moderating effects of experiential value in a mega-event
    Lee, J.S.; Min, C.k.
  • The role of customer delight and customer equity for loyalty in upscale hotels
    Lee, B.Y.; Park, S.Y.
  • Segmentation of festival motivation by nationality and satisfaction
    Lee, C.K.; Lee, Y.K.; Wicks, B.E.
  • Festivalscapes and patrons' emotions, satisfaction, and loyalty
    Lee, Y.K.; Lee, C.K.; Lee, S.K.; Babin, B.J.
  • Examining the role of emotional and functional values in festival evaluation
    Lee, J.S.; Lee, C.K.; Choi, Y.
  • The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination
    Lee, J.; Kyle, G.; Scott, D.
  • The effects of festival attendees' experiential values and satisfaction on re-visit intention to the destination
    Lee, W.; Sung, H.; Suh, E.; Zhao, J.
  • Segmentation by recreation experience in island-based tourism: a case study of Taiwan's Liuqiu Island
    Lee, T.H.; Jan, F.H.; Tseng, C.H.; Lin, Y.F.
  • The effect of on-site experience and place attachment on loyalty: evidence from Chinese tourists in a hot-spring resort
    Liu, X.; Fu, Y.; Li, J.
  • Social media communications and festival brand equity: Millennials vs Centennials
    Llopis-Amorós, M.P.; Gil-Saura, I.; Ruiz-Molina, M.E.; Fuentes-Blasco, M.
  • Gastronomic festivals: attitude, motivation and satisfaction of the tourist
    López-Guzmán, T.; Lotero, C.P.U.; Gálvez, J.C.P.; Rivera, I.R.
  • Customer delight from theme park experiences: the antecedents of delight based on cognitive appraisal theory
    Ma, J.; Gao, J.; Scott, N.; Ding, P.
  • Delighted or satisfied? Positive emotional responses derived from theme park experiences
    Ma, J.; Scott, N.; Gao, J.; Ding, P.
  • Understanding customer delight: an application of travel blog analysis
    Magnini, V.P.; Crotts, J.C.; Zehrer, A.
  • The experience economy approach to festival marketing: vivid memory and attendee loyalty
    Manthiou, A.; Lee, S.A.; Tang, L.R.; Chiang, L.
  • A fuzzy segmentation study of gastronomical experience
    Martín, J.C.; Román, C.; Guzmán, T.L.G.; Moral-Cuadra, S.
  • Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment
    Mathwick, C.; Malhotra, N.; Rigdon, E.
  • Customer loyalty program management: what matters to the customer
    McCall, M.; McMahon, D.
  • What makes a good festival? Understanding the event experience
    Morgan, M.
  • Evaluating different bases for market segmentation: a comparison of geographic origin versus activity participation for generating tourist market segments
    Moscardo, G.; Pearce, P.; Morrison, A.
  • Young generation practices on Malaysian ethnic festival foodways
    Muhammad, R.; Zahari, M.S.M.; Abdullah, K.M.; Sharif, M.S.M.
  • Festival safety–lessons learned from the Stavanger food festival (the Gladmatfestival)
    Mykletun, R.J.
  • Experience design and the dimensions of transformative festival experiences
    Neuhofer, B.; Celuch, K.; To, T.L.
  • Why do people attend events: a comparative analysis of visitor motivations at four South Island events
    Nicholson, R.E.; Pearce, D.G.
  • Customer delight: foundations, findings, and managerial insight
    Oliver, R.L.; Rust, R.T.; Varki, S.
  • Festivals as agents for behaviour change: a study of food festival engagement and subsequent food choices
    Organ, K.; Koenig-Lewis, N.; Palmer, A.; Probert, J.
  • The impact of music festival attendance on young people's psychological and social well-being
    Packer, J.; Ballantyne, J.
  • Visitors' motivation for attending the South Beach wine and food festival, Miami Beach, Florida
    Park, K.S.; Reisinger, Y.; Kang, H.J.
  • Experience use history as a segmentation tool to examine golf travellers' satisfaction, perceived value and repurchase intentions
    Petrick, J.F.
  • Cluster analysis in marketing research: review and suggestions for application
    Punj, G.; Stewart, D.W.
  • A holistic understanding of the emotional experience of festival attendees
    Rodríguez-Campo, L.; Alén-González, E.; Antonio Fraiz-Brea, J.; Louredo-Lorenzo, M.
  • Expenditure-based segmentation of visitors to the wacky wine festival
    Saayman, M.; Saayman, A.; Joubert, E.M.
  • Local food and changes in tourist eating habits in a sun-and-sea destination: a segmentation approach
    Santos, J.A.C.; Santos, M.C.; Pereira, L.N.; Richards, G.; Caiado, L.
  • Segmentation of music festival visitors by values of hedonia, life satisfaction and eudaimonia
    Saragih, H.S.; Amelia, N.
  • The relationship between sport tourists' perceived value and destination loyalty: an experience-use history segmentation approach
    Sato, S.; Gipson, C.; Todd, S.; Harada, M.
  • Advancing the 5E's in festival experience for the Gen Y framework in the context of eWOM
    Semrad, K.J.; Rivera, M.
  • Exploring the relationship between emotions and memorable tourism experiences through narratives
    Servidio, R.; Ruffolo, I.
  • Exploring memorable cultural tourism experiences
    Seyfi, S.; Hall, C.M.; Rasoolimanesh, S.M.
  • Investigating relationships among festival quality, satisfaction, trust, and support: the case of an oriental medicine festival
    Song, H.J.; Lee, C.K.; Kim, M.; Bendle, L.J.; Shin, C.Y.
  • Escape, entitlement, and experience: liminoid motivators within commercial hospitality
    Taheri, B.; Farrington, T.; Gori, K.; Hogg, G.; O'Gorman, K.D.
  • Festival attributes and perceptions: a meta-analysis of relationships with satisfaction and loyalty
    Tanford, S.; Jung, S.
  • Understanding what really motivates attendance: a music festival segmentation study
    Tkaczynski, A.; Rundle-Thiele, S.
  • Event market segmentation: a review update and research agenda
    Tkaczynski, A.; Rundle-Thiele, S.
  • From customer satisfaction to customer delight
    Torres, E.N.; Kline, S.
  • Are there gender differences in what drives customer delight?
    Torres, E.N.; Fu, X.; Lehto, X.
  • Measuring delightful customer experiences: the validation and testing of a customer delight scale along with its antecedents and effects
    Torres, E.N.; Zhang, T.; Ronzoni, G.
  • Experiential value in branding food tourism
    Tsai, C.T.S.; Wang, Y.C.
  • An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction
    Van Dolen, W.; De Ruyter, K.; Lemmink, J.
  • Multidimensional scaling of spectators' motivations to attend a film festival
    Yolal, M.; Özdemir, C.; Batmaz, B.
  • Motivating and retaining festival patronage
    Yoo, M.M.; Kitterlin-Lynch, M.; Kim, B.
  • Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach
    Yoon, Y.S.; Lee, J.S.; Lee, C.K.
  • A study of segmentation of foreign rural tourists based on rural tourism attributes, and satisfaction and loyalty
    Yoon, Y.S.; Han, S.H.; Kim, Y.L.
  • Destination attachment: effects on customer satisfaction and cognitive, affective and conative loyalty
    Yuksel, A.; Yuksel, F.; Bilim, Y.