Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain.
Food festivals have been a growing tourism sector in recent years due to their contributions to a region's economic, marketing, brand, and social growth. This study analyses the demand for the Bahrain food festival. The stated objectives were: i) To identify the motivational dimensions of the d...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2023-01-01
|
| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0287113 |
| _version_ | 1797797045049753600 |
|---|---|
| author | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Wilmer Carvache-Franco Olga Martin-Moreno |
| author_facet | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Wilmer Carvache-Franco Olga Martin-Moreno |
| author_sort | Mauricio Carvache-Franco |
| collection | DOAJ |
| description | Food festivals have been a growing tourism sector in recent years due to their contributions to a region's economic, marketing, brand, and social growth. This study analyses the demand for the Bahrain food festival. The stated objectives were: i) To identify the motivational dimensions of the demand for the food festival, (ii) To determine the segments of the demand for the food festival, and (iii) To establish the relationship between the demand segments and socio-demographic aspects. The food festival investigated was the Bahrain Food Festival held in Bahrain, located on the east coast of the Persian Gulf. The sample consisted of 380 valid questionnaires and was taken using social networks from those attending the event. The statistical techniques used were factorial analysis and the K-means grouping method. The results show five motivational dimensions: Local food, Art, Entertainment, Socialization, and Escape and novelty. In addition, two segments were found; the first, Entertainment and novelties, is related to attendees who seek to enjoy the festive atmosphere and discover new restaurants. The second is Multiple motives, formed by attendees with several motivations simultaneously. This segment has the highest income and expenses, making it the most important group for developing plans and strategies. The results will contribute to the academic literature and the organizers of food festivals. |
| first_indexed | 2024-03-13T03:42:14Z |
| format | Article |
| id | doaj.art-25e10558704d4ab69826b087c261f289 |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-03-13T03:42:14Z |
| publishDate | 2023-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-25e10558704d4ab69826b087c261f2892023-06-23T05:31:22ZengPublic Library of Science (PLoS)PLoS ONE1932-62032023-01-01186e028711310.1371/journal.pone.0287113Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain.Mauricio Carvache-FrancoTahani HassanOrly Carvache-FrancoWilmer Carvache-FrancoOlga Martin-MorenoFood festivals have been a growing tourism sector in recent years due to their contributions to a region's economic, marketing, brand, and social growth. This study analyses the demand for the Bahrain food festival. The stated objectives were: i) To identify the motivational dimensions of the demand for the food festival, (ii) To determine the segments of the demand for the food festival, and (iii) To establish the relationship between the demand segments and socio-demographic aspects. The food festival investigated was the Bahrain Food Festival held in Bahrain, located on the east coast of the Persian Gulf. The sample consisted of 380 valid questionnaires and was taken using social networks from those attending the event. The statistical techniques used were factorial analysis and the K-means grouping method. The results show five motivational dimensions: Local food, Art, Entertainment, Socialization, and Escape and novelty. In addition, two segments were found; the first, Entertainment and novelties, is related to attendees who seek to enjoy the festive atmosphere and discover new restaurants. The second is Multiple motives, formed by attendees with several motivations simultaneously. This segment has the highest income and expenses, making it the most important group for developing plans and strategies. The results will contribute to the academic literature and the organizers of food festivals.https://doi.org/10.1371/journal.pone.0287113 |
| spellingShingle | Mauricio Carvache-Franco Tahani Hassan Orly Carvache-Franco Wilmer Carvache-Franco Olga Martin-Moreno Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. PLoS ONE |
| title | Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. |
| title_full | Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. |
| title_fullStr | Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. |
| title_full_unstemmed | Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. |
| title_short | Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain. |
| title_sort | demand segmentation and sociodemographic aspects of food festivals a study in bahrain |
| url | https://doi.org/10.1371/journal.pone.0287113 |
| work_keys_str_mv | AT mauriciocarvachefranco demandsegmentationandsociodemographicaspectsoffoodfestivalsastudyinbahrain AT tahanihassan demandsegmentationandsociodemographicaspectsoffoodfestivalsastudyinbahrain AT orlycarvachefranco demandsegmentationandsociodemographicaspectsoffoodfestivalsastudyinbahrain AT wilmercarvachefranco demandsegmentationandsociodemographicaspectsoffoodfestivalsastudyinbahrain AT olgamartinmoreno demandsegmentationandsociodemographicaspectsoffoodfestivalsastudyinbahrain |