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Predicting behavioural intentions of Craft Beer Festival attendees by their event experience

Uwe Peter Hermann (Centre for Sustainable Tourism, Department of Tourism Management, Tshwane University of Technology, Pretoria, South Africa)
Craig Lee (University of Otago, Dunedin, New Zealand)
Willem Coetzee (University of Otago, Dunedin, New Zealand)
Liezel Boshoff (Centre for Sustainable Tourism, Department of Tourism Management, Tshwane University of Technology, Pretoria, South Africa)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 2 November 2020

Issue publication date: 25 May 2021

534

Abstract

Purpose

The purpose of this paper is to contribute to the event experience literature by examining the effects of Craft Beer Festival attendee’s event experience on their satisfaction and behavioural intentions. The study also investigates whether these relationships are moderated by the attendee’s past history with the festival and the distance they have travelled to attend the event.

Design/methodology/approach

The theoretically derived model was tested on a sample of 354 attendees of the Capital Craft Beer Festival in Pretoria, South Africa. Partial least squares structural equation modelling was used to analyse the data.

Findings

The results indicated that only affective engagement positively influences attendee’s satisfaction, which, in turn, positively influences attendee’s intentions to revisit and recommend the beer festival. The authors found no evidence of the effects of cognitive and physical engagement and experiencing novelty on event satisfaction and no moderating effect of previous attendance and distance travelled to the event.

Originality/value

The findings advance the knowledge base in the field of a gastronomic event experience regarding critical factors that affect event satisfaction which, to date, have only been tested on sports events.

Keywords

Acknowledgements

The authors would not have been able to complete this study without the generous contribution of fieldworkers. We therefore would like to like to thank all the BTech Tourism Management students of the Tshwane University of Technology for their contribution to the study.

Citation

Hermann, U.P., Lee, C., Coetzee, W. and Boshoff, L. (2021), "Predicting behavioural intentions of Craft Beer Festival attendees by their event experience", International Journal of Wine Business Research, Vol. 33 No. 2, pp. 254-274. https://doi.org/10.1108/IJWBR-05-2020-0019

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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