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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Myung Ja Kim & Choong-Ki Lee & Jinok Susanna Kim & James F. Petrick, 2019. "Wellness Pursuit and Slow Life Seeking Behaviors: Moderating Role of Festival Attachment," Sustainability, MDPI, vol. 11(7), pages 1-21, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:7:p:2020-:d:220128
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    References listed on IDEAS

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    1. Daniel Belanche & Marta Flavián & Alfredo Pérez-Rueda, 2020. "Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility," Sustainability, MDPI, vol. 12(10), pages 1-21, May.

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