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Factors influencing visitor travel to festivals: Challenges in encouraging sustainable travel

Collins, A ORCID: and Potoglou, D ORCID: 2019. Factors influencing visitor travel to festivals: Challenges in encouraging sustainable travel. Journal of Sustainable Tourism 27 (5) , pp. 668-688. 10.1080/09669582.2019.1604718

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This paper examines how visitor travel-mode choicesto festivals are formedandhow sustainabletravel could be encouraged.The empirical analysis focuses on HayFestival of Literature and Arts using semi-structured interviews with visitors. Themes and topics explored through the interviews were informed by theories of travel behaviour.Findingshighlighta range of externalandinternalfactors influencingvisitor travel-modechoices, which are closely interrelated.External factors reflect environmental elements related to the location and type of overnight accommodation, festivallocation, travel time, and quality of public transport services. Internal factors include autonomyin travelling different routes and times, travellingwith young children, cost of travel,and physical-health and mobility issues.An additional internal factor was routine use of the car and extension ofthis behaviourwhen travelling tothe festival.Based on the consolidation of the empirical findings, the paper also proposesa new theoretical frameworkfor capturinga more comprehensive understandingofeventrelatedtraveldecisions. To encourage further sustainable travel,festival organisers and policy makers should notonlyfocus exclusively on travel time and cost butconsider a wider arrayof factorsthat are unique to festivals and their geographic locations.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Geography and Planning (GEOPL)
Publisher: Taylor & Francis
ISSN: 0966-9582
Date of First Compliant Deposit: 2 April 2019
Date of Acceptance: 1 April 2019
Last Modified: 07 Nov 2023 01:07

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