The impact of push and pull motivation on visitor experience in wine festivals

Purpose Wine festivals are events in which wine is the primary attraction, but they often include a range of complementary offerings that enhance the overall visitor experience. Understanding visitors' motivations and experiences is essential for effective festival management. This study aims to examine the motivations and experiences of visitors at a traditional wine festival in Serbia and explore the relationship between visitor motivation and visitor experience. Design/methodology/approach The target population consisted of adult festival visitors, including both local residents and tourists, at the Oplenačka berba festival. Data were collected through an online survey, yielding a final sample of 162 respondents. Descriptive statistics were used to profile the sample. Principal component analysis identified the latent constructs of motivation and experience, while multiple regression analysis examined the predictive relationship between motivation and different aspects of experience. Findings The results revealed two distinct motivational factors: push and pull. Visitor experience was captured through three main factors: Sensory-Emotional-Cognitive Experience, Service and Social Interaction, and Novelty and Uniqueness. Both push and pull motivation significantly influenced all dimensions of experience, with push motivations demonstrating a stronger overall effect. Originality/value This study contributes to the literature on event-based wine tourism by demonstrating the central role of internal motivations in shaping holistic festival experiences. The findings offer practical insights for festival organisers aiming to enhance visitor satisfaction and highlight the importance of socially immersive elements in traditional wine festivals.