Exploring Learning in Food Festivals: An Investigation of Theoretical Perspectives on Attitude and Behavior Change

Abstract

The objective of this study is to apply learning theories on food festivals that focus on attendees’ perceptions and behaviors through the application of different learning theories using a mixed- (qualitative and quantitative) method in food festival events. It proposes a model of learning at food festivals using surveys, interviews and participant observation as part of the mixed-methods approach. The study analyses how behavioral, cognitive, and social learning theories are implemented in food festivals and how learning occurs in these settings using different types of learning models. It also discusses learning outcomes through multisensory experiences. It suggests practical measures for food festival organizers and policymakers to enhance learning at food festivals and ultimately encourage people to choose food festivals as a place of reference. Based on empirical research, the objectives of this study are addressed in three topics organized according to how learning works at food festivals, behavior and learning, and cognitive and social learning.