Motivations and their influence on loyalty in food festivals
Food festivals are significant because they impact the growth of new businesses, the production of revenue for the government, the marketing of the tourist destination, and the development of the destination’s image. The present demand study is one of the first related to festivals in a Muslim popul...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Arts & Humanities |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311983.2025.2483581 |
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| author | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Lidija Bagarić Wilmer Carvache-Franco |
| author_facet | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Lidija Bagarić Wilmer Carvache-Franco |
| author_sort | Mauricio Carvache-Franco |
| collection | DOAJ |
| description | Food festivals are significant because they impact the growth of new businesses, the production of revenue for the government, the marketing of the tourist destination, and the development of the destination’s image. The present demand study is one of the first related to festivals in a Muslim population. The research aimed at (i) establishing the motivational dimensions of gastronomic festivals and (ii) determining the motivational dimensions that predict loyalty to gastronomic. The research was executed during the Bahrain Food Festival, which takes place in the state of Bahrain on the west coast of the Persian Gulf. Factor analysis was used to find the dimensions and the multiple regression model to identify the most important predictors of loyalty. The results demonstrate five motivational dimensions in gastronomic festivals: Local food, Socialization, Entertainment, Escape & novelty, and Art. The Escape and novelty factor was the most relevant predictor of loyalty, followed by entertainment. If we study festivals, we can collaborate with the development of destinations. The results, which are this research’s contribution to academic literature will help organizers develop management plans to benefit these events. |
| format | Article |
| id | doaj-art-2649b32bbf02433ca06ae1a2fc34f4c4 |
| institution | Kabale University |
| issn | 2331-1983 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Arts & Humanities |
| spelling | doaj-art-2649b32bbf02433ca06ae1a2fc34f4c42025-08-20T03:44:32ZengTaylor & Francis GroupCogent Arts & Humanities2331-19832025-12-0112110.1080/23311983.2025.2483581Motivations and their influence on loyalty in food festivalsMauricio Carvache-Franco0Tahani Hassan1Orly Carvache-Franco2Lidija Bagarić3Wilmer Carvache-Franco4Universidad Bolivariana del Ecuador, Durán, EcuadorBrunel Business School, Brunel University London, London, UKUniversidad Espíritu Santo, Samborondón, EcuadorFaculty of Tourism and Hospitality Management, University of Rijeka, Opatija, CroatiaEscuela Superior Politécnica del Litoral, ESPOL. Facultad de Ciencias Sociales y Humanísticas, Guayaquil, EcuadorFood festivals are significant because they impact the growth of new businesses, the production of revenue for the government, the marketing of the tourist destination, and the development of the destination’s image. The present demand study is one of the first related to festivals in a Muslim population. The research aimed at (i) establishing the motivational dimensions of gastronomic festivals and (ii) determining the motivational dimensions that predict loyalty to gastronomic. The research was executed during the Bahrain Food Festival, which takes place in the state of Bahrain on the west coast of the Persian Gulf. Factor analysis was used to find the dimensions and the multiple regression model to identify the most important predictors of loyalty. The results demonstrate five motivational dimensions in gastronomic festivals: Local food, Socialization, Entertainment, Escape & novelty, and Art. The Escape and novelty factor was the most relevant predictor of loyalty, followed by entertainment. If we study festivals, we can collaborate with the development of destinations. The results, which are this research’s contribution to academic literature will help organizers develop management plans to benefit these events.https://www.tandfonline.com/doi/10.1080/23311983.2025.2483581MarketinggastronomydevelopmentculturetourismEvents |
| spellingShingle | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Lidija Bagarić Wilmer Carvache-Franco Motivations and their influence on loyalty in food festivals Cogent Arts & Humanities Marketing gastronomy development culture tourism Events |
| title | Motivations and their influence on loyalty in food festivals |
| title_full | Motivations and their influence on loyalty in food festivals |
| title_fullStr | Motivations and their influence on loyalty in food festivals |
| title_full_unstemmed | Motivations and their influence on loyalty in food festivals |
| title_short | Motivations and their influence on loyalty in food festivals |
| title_sort | motivations and their influence on loyalty in food festivals |
| topic | Marketing gastronomy development culture tourism Events |
| url | https://www.tandfonline.com/doi/10.1080/23311983.2025.2483581 |
| work_keys_str_mv | AT mauriciocarvachefranco motivationsandtheirinfluenceonloyaltyinfoodfestivals AT tahanihassan motivationsandtheirinfluenceonloyaltyinfoodfestivals AT orlycarvachefranco motivationsandtheirinfluenceonloyaltyinfoodfestivals AT lidijabagaric motivationsandtheirinfluenceonloyaltyinfoodfestivals AT wilmercarvachefranco motivationsandtheirinfluenceonloyaltyinfoodfestivals |