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Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain

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  • Mauricio Carvache-Franco
  • Tahani Hassan
  • Orly Carvache-Franco
  • Wilmer Carvache-Franco
  • Olga Martin-Moreno

Abstract

Food festivals have been a growing tourism sector in recent years due to their contributions to a region’s economic, marketing, brand, and social growth. This study analyses the demand for the Bahrain food festival. The stated objectives were: i) To identify the motivational dimensions of the demand for the food festival, (ii) To determine the segments of the demand for the food festival, and (iii) To establish the relationship between the demand segments and socio-demographic aspects. The food festival investigated was the Bahrain Food Festival held in Bahrain, located on the east coast of the Persian Gulf. The sample consisted of 380 valid questionnaires and was taken using social networks from those attending the event. The statistical techniques used were factorial analysis and the K-means grouping method. The results show five motivational dimensions: Local food, Art, Entertainment, Socialization, and Escape and novelty. In addition, two segments were found; the first, Entertainment and novelties, is related to attendees who seek to enjoy the festive atmosphere and discover new restaurants. The second is Multiple motives, formed by attendees with several motivations simultaneously. This segment has the highest income and expenses, making it the most important group for developing plans and strategies. The results will contribute to the academic literature and the organizers of food festivals.

Suggested Citation

  • Mauricio Carvache-Franco & Tahani Hassan & Orly Carvache-Franco & Wilmer Carvache-Franco & Olga Martin-Moreno, 2023. "Demand segmentation and sociodemographic aspects of food festivals: A study in Bahrain," PLOS ONE, Public Library of Science, vol. 18(6), pages 1-17, June.
    • Handle: RePEc:plo:pone00:0287113
    DOI: 10.1371/journal.pone.0287113
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    References listed on IDEAS

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    1. George Chatzinakos, 2016. "Exploring Potentials for Culinary Tourism through a Food Festival: The Case of Thessaloniki Food Festival," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 110-125, October.
    2. Sajal Kabiraj & Amitabh Upadhya & Anu Vij, 2021. "Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival," Business Perspectives and Research, , vol. 9(3), pages 352-369, September.
    3. Yilmaz Akgunduz & Yeºim Coºar, 2018. "Motivations Of Event Tourism Participants And Behavioural Intentions," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 24(2), pages 341-358, December.
    4. Ana Mᵃ Castillo-Canalejo & Sandra Mᵃ Sánchez-Cañizares & Luna Santos-Roldán & Guzmán Antonio Muñoz-Fernández, 2020. "Food Markets: A Motivation-Based Segmentation of Tourists," IJERPH, MDPI, vol. 17(7), pages 1-13, March.
    5. Woojin Lee & Haeyoon Kwon, 2021. "The Influence of Personal Involvement on Festival Attendees’ Revisit Intention: Food and Wine Attendees’ Perspective," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
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