Slow-food-seeking behaviour, authentic experience, and perceived slow value of a slow-life festival

Abstract

This study examines the antecedents and consequences of perceived “slow” value in a structural model – specifically, the role authenticity plays for visitors who seek slow food and participate in slow-life-related programme activities. Data were collected from participants in a slow-life festival in South Korea. Results show that slow-food-seeking behaviour has a significant effect on the authentic experience, and both concepts affect the perception of “slow” value of the event. Attitude and the intention to revisit were significant consequences of “slow” value. This study extends the knowledge about tourist behaviour in slow-life-related activities, particularly in a non-Western context, and suggests that a slow-life-related event should consider visitors’ preference for slow food and a programme that stages authentic experiences.

Keywords:

• authentic experience
• slow-food-seeking behaviour
• slow-life festival
• slow tourism
• slow value
• theory of planned behaviour

ORCID

Jin Young Chung http://orcid.org/0000-0001-6951-0621

Myung Ja Kim http://orcid.org/0000-0002-8077-8503