Increasing social tourists’ happiness: festival and local culinary

Purpose This study investigates how hedonia, eudaimonia and tourist-to-tourist interaction influence subjective happiness among social tourists, with culinary tourism experiences serving as a mediating factor. Design/methodology/approach Drawing on relevant theoretical frameworks, a happiness model was developed. Data were collected through a questionnaire survey targeting social tourists who participated in fireworks festivals organised by travel agencies in Taiwan. A total of 207 valid responses were analysed. Findings Social tourists are motivated by the desire to connect with others and engage in pleasurable experiences. Interactions with fellow tourists significantly enhance overall travel satisfaction. These findings suggest that marketers should emphasise social events, group tours and shared activities that align with social tourists' preferences. Originality/value This study applies the social contact perspective to explain why certain individuals are more likely to engage in social tourism. It offers practical insights for designing tourism experiences that encourage interpersonal interaction, contributing to both tourist well-being and destination appeal.