Abstract

This study examines the impact of food culture aspects such as taste, display, and preparation process on visitor satisfaction and motivation during food festivals. Data from 150 participants were analyzed utilizing SPSS 25 for data analysis. The study uses Spearman's Rank Correlation, Confirmatory Factor Analysis (CFA), and Chi-Square testing to investigate how these characteristics influence festival experiences. Significant positive correlations were found using Spearman's Rank Correlation, taste had a strong correlation with visitor satisfaction (ρ = 0.65,p = 0.01) and motivation (ρ = 0.60,p = 0.02), while display also had a moderately positive correlation with both (ρ = 0.55,p = 0.05) satisfaction and motivation (ρ = 0.50,p = 0.04). The association for the preparation process, however, was not statistically significant and was much weaker. It was established that CFA had high dependability with estimates of 0.78 for taste, 0.85 for display, and 0.80 for the preparation procedure, all of which met high CR and AVE values. The relationships between aspects of food culture and visitor outcomes were evaluated using the Chi-Square Test. Taste was found to have significant correlations with motivation (χ² = 10.45, p = 0.05) and satisfaction. While the display was only significantly connected with satisfaction (χ² = 7.89, p = 0.10), the preparation process was strongly associated with satisfaction (χ² = 12.34, p = 0.03). These results emphasize how important taste is to improving visitor experiences and show how particular characteristics of food cultures can affect festivalgoers' motivation and level of satisfaction. The study found that taste has a substantial impact on both satisfaction and motivation, emphasizing its importance for good event planning and increased attendee involvement.