Measuring the experiential values of food festivals in Wales

This thesis examines the experiential values of food festivals in Wales and assesses how successful they are in promoting local food. The aim of the research was to identify the multiple dimensions that constitute food festival experience and to develop a model to measure how these factors affected the behavioural intentions of visitors, in terms of their loyalty towards the event and the local food available at the event. In addition, the same model was used to examine how customers remembered their experience over time and whether the actual behaviour they adopted reflected their original intentions.