Wellness Pursuit and Slow Life Seeking Behaviors: Moderating Role of Festival Attachment

Myung Ja Kim, Choong-Ki Lee, Jinok Susanna Kim and James F. Petrick
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Myung Ja Kim: College of Hotel & Tourism Management, Kyung Hee University, Seoul 02247, Korea
Choong-Ki Lee: College of Hotel & Tourism Management, Kyung Hee University, Seoul 02247, Korea
Jinok Susanna Kim: Department of Airline Service, Sehan University, Chungcheongnam-do 31746, Korea
James F. Petrick: Department of Recreation, Park & Tourism Sciences, Texas A&M University, College Station, TX 77843, USA

Sustainability, 2019, vol. 11, issue 7, 1-21

Abstract: Slow lifestyles have become a way for individuals to reduce the amount of stress in their lives. Moreover, along with wellness and slow food, slow life seeking is emerging as an area of study, though little research has been studied at Slow Life Festivals (SLFs) associated with consumers’ wellness pursuits, slow life seeking, and perceptions of slow food. To address this gap, this study examined visitors’ decision-making processes using an extended theory of planned behavior (ETPB) by incorporating wellness pursuit, slow life seeking, and perceptions of slow food at an SLF. Thus, this study developed a theoretically comprehensive framework by applying field survey. Results revealed significant impacts of visitors’ wellness pursuits and slow life seeking on their decision-making, indicating that wellness and slow life were important factors to consider for SLF management. The research further identified the perception of slow food as a mediator in predicting behavioral intentions. Results further demonstrated a strong relationship between wellness pursuit and perception of slow food for highly attached visitors while revealing a significant relationship between slow life seeking and perception of slow food for less attached visitors. Consequently, this study shed significant light on our understanding of why visitors intend to revisit SLFs.

Keywords: wellness pursuit; slow life seeking; perception of slow food; festival attachment; slow life festival; theory of planned behavior; pro-environmental behavior; attachment theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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