Festival Admission and Visitors’ Behavioral Intentions

Do Previous Visit and Age Matter?

Abstract

Food festivals provide unique opportunities for leisure, social and cultural experiences, help generate business and income for the host community and promote a positive image of the local community. This study examines the behavioral intentions of first time and repeat visitors to revisit and recommend a festival when admission fee is charged vs no admission. The study also investigates the impact of admission fees on the intention to revisit and recommend the festival for different age groups. Two-way ANOVA and independent t-tests were used. Results found that admission fees impacted the intentions to revisit and recommend the festival.

Keywords: Festival, Behavioral intentions, Revisit, Recommendations, Admission fee, Age