EXPLAINING THE BEHAVIORS OF CULINARY EVENT ATTENDEES: A PATH MODEL FROM MOTIVATION TO BEHAVIORAL INTENTIONS
The study clarifies the definition of 'event motivation' and verifies the dimensions of event motivation measurement scale. It then proposes and tests a path model of consumer behaviors incorporating event motivation, event perceived value, event satisfaction, and behavioral intentions, within a context of a regional culinary event. The path model fits well with the collected data of a sample of 394 from the Macau Food Festival, an important event in the well-known gaming destination. Findings show that the first two of the four event motivational factors extracted via EFA (cultural exploration, escape/relaxation, socialization, and family togetherness), have significantly positive effects on event perceived value, which further affects the event attendees' satisfaction and behavioral intentions toward the event. Furthermore, escape/relaxation is found to have direct effects on both event satisfaction and event behavioral intentions. Results of the study provide theoretical and practical implications for event research and event management.