A study of geographical distance groups on length of visitors' stay at local food festival destinations. (April 2014)

• Record Type: Journal Article
• Authors: Lee, Kwang-Ho; Alexander, Amanda C; Kim, Dae-Young
• Is Part Of: Journal of vacation marketing. Volume 20:Number 2(2014:Apr.)
• Page Start: 125
• Page End: 136
• Publication Date: 2014-04
• Subjects: Destination marketing -- geographical distance -- length of stay -- local food festivals -- overnight stay; Hospitality industry -- Marketing -- Periodicals; Travel -- Marketing -- Periodicals; Tourism -- Marketing -- Periodicals; 338.4791
• DOI: 10.1177/1356766713502484
• Languages: English
• ISSNs: 1356-7667

Abstract

The primary aims of this study are to (1) explain the geographical distance groups (GDGs) in relation to the origin of visitors to local festival destinations, (2) examine the probability of visitors staying overnight at a festival destination as affected by GDGs and salient trip-related variables, and (3) identify the effects of GDGs and trip-related variables on length of stay (LOS). Data were collected during two local food festivals in the Midwestern area of the United States in 2010. The results of this study reveal that the consideration of geographical distance is most beneficial in capturing the target market for local festivals. Additionally, it is also found that LOS and overnight stay is predicted by the visitors' trip-related characteristics of the destination, such as the number of previous visits to the festival, immediate group size, and distance from festival. From the results and findings of this study, managerial and academic implications are offered.