Segmenting Food Festival Visitors: Applying the Theory of Planned Behavior and Lifestyle
JEOU-SHYAN HORNG1; CHING-SHU SU2; SIU-IAN AMY SO3
2013-08-13
Source PublicationJournal of Convention & Event Tourism
ABS Journal Level1
ISSN1547-0148
Issue14Pages:193-216
Other Abstract

Based on the theory of planned behavior (TPB), this study developed a behavioral model for food festival visitors. Behavioral models for visitors with different lifestyles were also examined by classifying participants according to lifestyle. This quantitative study imple- mented a questionnaire survey and literature review to design TPB and lifestyle scales. A total of 489 participants completed a survey during the Eighth Macau Food Festival 2008 (n=244) and the 2008 Taiwan Culinary Exhibition (n=245). Structural equation modeling (SEM) was then used for model fitting and verification. The analytical results indicated that visitors with different lifestyles exhibited different behavioral patterns that affected the influences of TPB variables on behavioral intention. Integrating lifestyle fac- tors and TPB thus increase the completeness of the theory. In terms of festival organization, this study also proposed practical sugges- tions and theoretical implications. Finally, the limitations of this study and proposed future research directions were also presented.

KeywordFestival Theory Of Reasoned Action Tourism Theory Of Planned Behavior Lifestyle
DOIhttps://doi.org/10.1080/15470148.2013.814038
Language英语
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Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorCHING-SHU SU
Affiliation1.Dean, College of Management, Hungkuang University, Taichung, Taiwan
2.Department of Hospitality Management, Ming Chuan University, Taipei, Taiwan
3.Hospitality and Gaming Management, University of Macau
Recommended Citation
GB/T 7714
JEOU-SHYAN HORNG,CHING-SHU SU,SIU-IAN AMY SO. Segmenting Food Festival Visitors: Applying the Theory of Planned Behavior and Lifestyle[J]. Journal of Convention & Event Tourism,2013(14):193-216.
APA JEOU-SHYAN HORNG,CHING-SHU SU,&SIU-IAN AMY SO.(2013).Segmenting Food Festival Visitors: Applying the Theory of Planned Behavior and Lifestyle.Journal of Convention & Event Tourism(14),193-216.
MLA JEOU-SHYAN HORNG,et al."Segmenting Food Festival Visitors: Applying the Theory of Planned Behavior and Lifestyle".Journal of Convention & Event Tourism .14(2013):193-216.
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