Fifth International Conference on Tourism & Leisure Studies

Abstract

The Salute to the Sockeye Festival held in British Columbia, Canada, celebrates one of the largest salmon runs in the world. This event occurs from September to mid-October with multitudes of fish returning from the ocean back to the exact spot where they were born, to spawn and ultimately die. This phenomenon occurs annually, but every fourth year is a “dominant” run, with millions of fish to be seen. Ideally, management and marketing strategies need to emphasize the natural occurrence as the primary festival attraction, with entertainment elements being secondary to the visitor experience. Additionally, the festival has to influence attendees’ post-visitation behavior, thereby contributing to the sustainability and prosperity of these types of festivals and natural events. This research identified these behavioral intentions and the influential socio-demographic, motivation, and festival satisfaction determinants that enhance each aspect. A total of 448 usable questionnaires were obtained through a quantitative survey in 2018 (a dominant run). An exploratory factor analysis identified four behavioral intentions: 1) attendance and appreciation, 2) shared interest, 3) peak interest, and 4) consumption and purchasing related behavior. Each aspect was included separately as the dependent variables in a series of step-wise linear regressions. The results revealed the combination of determinants that enhance each of the behavioral intentions. The findings provide strategic insights for marketing and managing natural event experiences, intending to influence attendees’ post-visitation behavior including ensuring repeat visits, educating visitors about the natural phenomenon and the conservation thereof, and ultimately a greater appreciation of the natural wonder.