Comparison of visitor motives for food & wine events in the Western Cape, South Africa

Lara van Zyl (), Chris Hattingh, () and Kamilla Swart ()
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Lara van Zyl: Master of Tourism & Hospitality Management student (Corresponding Author) Cape Peninsula University of Technology Department of Tourism & Event Management
Chris Hattingh,: Dr, Senior Lecturer Cape Peninsula University of Technology Centre for Tourism Research in Africa
Kamilla Swart: Dr, Assoc. Prof. & Program Director Division of Engineering Management and Decision Sciences College of Science and Engineering Hamad Bin Khalifa University School of Tourism and Hospitality University of Johannesburg

Tourism and Hospitality Management, 2023, vol. 29, issue 4, 609-621

Abstract: 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.

JEL-codes: L83 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:29:y:2023:n:4:p:609-621

DOI: 10.20867/thm.29.4.11

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