Comparison of visitor motives for food & wine events in the Western Cape, South Africa
Purpose – This study analyses the motives of visitors to two food and wine events in the Western Cape, South Africa. Its purpose is to enhance the ongoing success, sustainability, and distinctiveness of these culinary events in comparison to alternative leisure and entertainment activities. Meth...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2023-11-01
|
| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol29no4/10_VanZyl_Hattingh_Swart |
| Summary: | Purpose – This study analyses the motives of visitors to two food and wine events in the
Western Cape, South Africa. Its purpose is to enhance the ongoing success, sustainability, and
distinctiveness of these culinary events in comparison to alternative leisure and entertainment
activities.
Methodology/Design/Approach – A spatial systematic approach was used to survey 680
event visitors. Visitors self-completed the structured questionnaires with mostly closed-ended
questions.
Findings –Preliminary results suggest that visitors to food and wine events come for largely
the same reasons. More detailed analyses revealed that food and wine event visitors place
more importance on certain factors, suggesting that the visitors will have different leisure
behaviours and needs in terms of event product requirements.
Originality of the research – The findings help identify visitors to food and wine events in the
Western Cape, allowing for targeted marketing and tailored event offerings. This increases the
precision and effectiveness of marketing and supports the successful development of future
events. The study provides valuable insights into the motivations for attending South African
food and wine events, adding to the existing literature, which can also help to ensure the
continued success, competitiveness and sustainability of these events in the region. |
|---|---|
| ISSN: | 1330-7533 1847-3377 |