Investigating key innovation capabilities fostering visitors’ mindfulness and its consequences in the food exposition environment

ABSTRACT

This study investigated the crucial innovation capability factors of an exposition in creating visitors’ mindfulness, and examined the effect of visitors’ mindfulness on memory formation and patronage intentions in the food exposition context. To test a conceptual model, a survey was conducted targeting participants in an international food exposition held in Busan, South Korea. The data from a total of 371 visitors were analyzed using structural equation modeling analysis. The results reveal that product-, environment-, and promotion-related subdimensions of innovation capability in a food exposition enhance visitors’ mindfulness. In addition, visitors’ mindfulness builds strong memories and patronage intentions with regard to food expositions. The study findings enrich our understanding of the innovation experience of exposition visitors and the role of mindfulness in the food exposition context. Practical implications are explored in the Discussion section.

KEYWORDS:

• Perceived innovation capability
• mindfulness
• memory
• patronage intentions

Disclosure statement

No potential conflict of interest was reported by the authors.