Purpose

The study aims to examine the mediating effects of escapism (ESC) and ethnic food experience (EFE) in the relationship between diversity (DIV) and behavioral intentions (BI) of visitors attending Hoi An International Food Festival held in Vietnam.

Design/methodology/approach

The research takes a predictive and explanatory approach rather than theory confirmation. Partial least squares (PLS) algorithm was used to analyze multiple mediation. The data were collected from 323 attendees through a self-administered questionnaire.

Findings

The research highlights that escapism and EFE have positive and significant mediating effects on the relationship between DIV and BI. Furthermore, while EFE is the most important predictor of BI, escapism has emerged as an antecedent variable that deserves to be given the highest importance. Finally, visitors who are participating in their first international food festival do not seem to consider the nexus between DIV and ESC as much as repeaters.

Research limitations/implications

The study's limitations include the collection of data from a single festival and the fact that the analyses are only quantitative. The results contribute to festival organizers by revealing the importance of multiple mediation roles.

Originality/value

This study contributes novel insights to the literature on festival and event management, extending previous studies and filling a gap by proposing ESC and EFE as multiple mediators in the nexus between DIV and BI. The present study provides a comprehensive examination of the influence of individual variables previously analyzed separately on festival-goers' experiences. This facilitated the identification of crucial aspects of the circumstance, thereby reducing any ambiguity.

中文翻译：

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在多样性和行为意图之间的关系中检验逃避现实和民族食物体验的多重中介：越南的案例

目的

该研究旨在探讨逃避现实（ESC）和民族美食体验（EFE）在参加越南会安国际美食节的游客多样性（DIV）和行为意图（BI）之间关系中的中介作用。

设计/方法论/途径

该研究采用预测和解释的方法，而不是理论证实。使用偏最小二乘（PLS）算法来分析多重中介。这些数据是通过自填问卷从 323 名参与者那里收集的。

发现

研究强调，逃避现实和 EFE 对 DIV 和 BI 之间的关系具有积极且显着的中介作用。此外，虽然 EFE 是 BI 最重要的预测因子，但逃避现实已成为值得给予最高重视的先行变量。最后，第一次参加国际美食节的游客似乎并不像回头客那样考虑 DIV 和 ESC 之间的联系。

研究局限性/影响

该研究的局限性包括从单个节日收集数据以及分析仅是定量的。研究结果揭示了多重调解角色的重要性，为节日组织者做出了贡献。

原创性/价值

这项研究为节日和活动管理文献提供了新颖的见解，扩展了先前的研究，并通过提出 ESC 和 EFE 作为 DIV 和 BI 之间关系的多重中介来填补空白。本研究对先前单独分析的各个变量对节日观众体验的影响进行了全面的检验。这有助于识别情况的关键方面，从而减少任何歧义。