Effect of Health and Wellness Values on Festival Visit Motivation

I Y Yoo; Timothy J Lee; C K Lee

doi:10.1080/10941665.2013.866970

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Effect of Health and Wellness Values on Festival Visit Motivation

Journal article

Peer reviewed

Effect of Health and Wellness Values on Festival Visit Motivation

I Y Yoo, Timothy J Lee and C K Lee

Asia Pacific Journal of Tourism Research, Vol.20(2), pp.152-170

2015

DOI: https://doi.org/10.1080/10941665.2013.866970

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Abstract

health and wellness tourism

food festival

push and pull framework

Australia

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. © 2013, © 2013 Asia Pacific Tourism Association.

Details

Title: Effect of Health and Wellness Values on Festival Visit Motivation
Authors: I Y Yoo (Author) - University of Queensland
Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, Japan
C K Lee (Author) - Kyung Hee University, South Korea
Publication details: Asia Pacific Journal of Tourism Research, Vol.20(2), pp.152-170
Publisher: Routledge
Date published: 2015
DOI: 10.1080/10941665.2013.866970
ISSN: 1094-1665
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99451128002621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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