This article explores festivalscape factors at an international wine and dine festival in Macau, a Special Administrative Region (SAR) of the People's Republic of China. The main goal of this study is to assess satisfaction with various festivalscape factors and identify the relations between the festivalscape construct and behavioural intention. The article also explores whether festivalscape factors are influenced by attendee attributes. The study found that festivalscape scores had significant positive effects on perceived value for money, overall satisfaction and intention to revisit. Perceived value for money and overall satisfaction had significantly positive effect on intention to revisit and becoming a repeat visitor. The findings provide valuable insights into the festivalscape factors that influence repeat visitation to an emergent cultural-type event in greater China. We also present recommendations for the growth of the city wine and dine festival, so as to help promote and diversify Macau as a world tourism and leisure centre.
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This study was conducted at Third Macau Wine and Dine Festival 2015 held between the 4th and 8th March 2015 at the Venetian Macau’s Outdoor Lagoon area. The event was jointly hosted by The Wine Society of Macau, The Venetian Macao and DOC DMC Macau Ltd (Event Company). The event was supported by the Macau Economic Services, the Macau Government Tourist Office and the Macau Trade and Investment Promotion Institute. The festival had 38 booths featuring wines and food, with booths primarily offering wine sampling and bottle sales, while a small number offering beer, spirits and food. While entry to the outdoor site was free, visitors seeking to consume wine had to exchange vouchers for food, wine and other wine-related activities (e.g. workshops about food and wine pairings and vinification techniques). Vouchers were the only payment method allowed at the festival. The price for a glass cup, glass holder and booklet with ten vouchers as a basic package was Hong Kong dollar (HKD) $150. Individual MOP/ HKD$10 coupons were also sold. Wine voucher holders were entitled to select any wine booth for wine tasting, with wine sample tastings usually set at between one and three coupons depending on the price and quality of the wine. However, full bottles and cases were also sold for cash by exhibitors. The event also had a Spanish Restaurant Lounge with DJ sessions, a Brazilian steakhouse, a Little Chefs baking area for children and live music from Afro Jazz (a Brazilian Contemporary Jazz band) and Project Ace (a jazz, soul, funk, hip hop crossover band).
© 2018 Intellect Ltd Article. English language.