Title

The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study

Document Type

Journal Article

Publisher

Routledge

School

School of Business

RAS ID

19795

Comments

Originally published as: Duarte Alonso, A., Sakellarios, N., Cseh, L. (2015). The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study in Journal of Convention and Event Tourism, 16(3), 200-227. Available here.

Abstract

The present case study seeks to contribute to the culinary event management literature, investigating key motivators among participants to the Derbyshire Food and Drink Fair, United Kingdom. A questionnaire, which was partly based on predictors related to the theory of planned behavior was designed and distributed; 308 usable responses were collected. The validity and impact of attitude toward the behavior, perceived behavioral control, and subjective norms on behavioral intention was confirmed. Additionally, several motivators, such as “commitment and perceived importance,” “consumption and entertainment,” “attendance and discovery,” and “joining others” were identified as key factors. Finally, statistically significant differences were noticed among various participating groups, namely, in terms of age, gender, or distance traveled to the event. The findings have important implications for event managers and organizers, in terms of promotion, and addressing the needs and wants of various segments of food festival attendees.

DOI

10.1080/15470148.2015.1035822

Access Rights

Not open access