Enhancing Customer Experience in Iranian Food Festivals: Key Factors and Impact

While most event management studies currently focus on the supplier's perspective, examining event tourism from a consumer demand perspective can open up new possibilities.By understanding who attends events, why, and what their demographic and behavioral characteristics are, policymakers can identify new trends for upcoming food events and enhance their policymaking (Getz, 2008).Therefore, this study aims to investigate the factors that influence visitors' experiences during food festivals in Iran and explore group differences based on demographic characteristics.By providing empirical evidence, this study will help event planners and marketing managers make culinary events more successful, benefiting both food event visitors and destination management organizations. LITERATURE REVIEWThis section provides a review of literature on tourism experience, event tourism, and food tourism, as well as the participant's motivation in food events.