The spillover effects of wine and harvest festival on other festivals

Abstract

Few studies have investigated spillover effects for alliances among a series of seasonal festivals in a local community. To understand the spillover effects of Wine and Harvest Festival as the core festival on other festivals, this study examined the likelihood of intending to attend Winter Festival, Strawberry Festival, and Oktoberfest Festival by using preferences, loyalty, and past attendance associated with Wine and Harvest Festival. The Wine and Harvest Festival attendees were surveyed online. The final sample size was 370 attendees at the Wine and Harvest Festival. The data were analyzed using descriptive analysis, exploratory factor analysis, and a binary logistic regression. The results demonstrated that past visits to the Wine and Harvest Festival as the core festival was the significant predictor of individuals' intention to attend the Winter Festival and the Strawberry Festival in the future. Further discussions are presented in this article. © 2014 Cognizant Comm. Corp.