Who are the wine and food festival visitors? Case study of Croatia

Abstract

Wine festivals have become an integral part of the wine tourism experience and present an opportunity for wineries and wine destinations to promote and sell their products.The purpose of the research was to examine and compare the perceptions of experience quality, experience outcomes, and food and wine personality traits of festival visitors with regard to different demographic groups.Data were collected using an on-site questionnaire that measured perceptions of experience quality (entertainment, education, environment, service providers, functional benefits), experience outcomes (satisfaction, loyalty), wine and food personality traits (involvement, neophobia) and visitor demographics.Descriptive analysis and t-tests were conducted using data collected from visitors at the VinoCOM wine and food festival on the 24 th and 25 th November 2017.The research findings reveal that, in general, visitors have similar perceptions of experience quality constructs, experience outcomes, and levels of food and wine involvement and neophobia with regard to their demographic characteristics.

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