Social, Cognitive and Traditional Motives in Christmas Market Tourism: A Case Study from Poland
Abstract
This study offers a novel and significant contribution to the understanding of cultural tourism by exploring visitor motivations at one of Poland's largest Christmas markets, situated in Gdańsk. While Christmas markets are deeply rooted in European tradition, research on their appeal in the context of contemporary consumer behaviour, especially in the face of globalisation and secularisation, remains limited. By examining a diverse range of motives - spanning from social gatherings and shopping to tradition and inspiration - this research provides a fresh perspective on how Christmas markets can cater to both traditional and evolving interests. The study’s insights highlight how event-driven tourism can effectively support regional visitation beyond peak tourist seasons, offering a model that could be applied to other locations seeking to expand their tourism appeal throughout the year. Furthermore, the findings emphasise the strategic importance of culturally significant events in strengthening the tourism economy and community engagement within the Baltic region and beyond.
References
[1] Alonso, A.D., Sakellarios, N., and Cseh, L. (2015). The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study. Journal of Convention & Event Tourism, 16(3): 200-227. DOI:10.1080/15470148.2015.1035822
[2] Bęben, R. (2013). Marketing inwestorski jako proces zaspokajania potrzeb na rynku kapitałowym. Wydawnictwo Difin, Warszawa.
[3] Brida, J.G., Disegna, M., and Osti, L. (2012). Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas Market visitors. Expert Systems with Applications, 39(13): 11349-11356. DOI: https://doi.org/10.1016/j.eswa.2012.03.041
[4] Brida, J.G., Disegna, M., and Scuderi, R. (2014). Segmenting visitors of cultural events: The case of Christmas Market. Expert Systems with Applications, 41(10): 4542-4553. DOI:https://doi.org/10.1016/j.eswa.2014.01.019.
[5] Brida, J.G., Meleddu, M., and Tokarchuk, O. (2017). Use value of cultural events: The case of the Christmas markets. Tourism Management, 59: 67-75. DOI: https://doi.org/10.1016/j.tourman.2016.07.012
[6] Broeckerhoff, A., and Galalae, C. (2022). Christmas markets – marketplace icon. Consumption Markets & Culture, 25(1): 79-90. DOI: 10.1080/10253866.2020.1803845
[7] Castéran, H., and Roederer, C. (2013). Does authenticity really affect behavior? The case of the Strasbourg Christmas Market. Tourism Management, 36: 153-163. DOI: https://doi.org/10.1016/j.tourman.2012.11.012.
[8] Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4): 408–424
[9] Crompton, J.L., and McKay, S.L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2): 425-439. DOI: 10.1016/s0160-7383(97)80010-2
[10] Di Vita, S., and Wilson, M. (Eds.). (2020). Planning and Managing Smaller Events: Downsizing the Urban Spectacle (1st ed.). Routledge. DOI: https://doi.org/10.4324/9780429266263
[11] Egresi, I.O., Răcăşan, B.S., Dezsi, S., Ilieş, M., and Ilieş, G. (2021). Christmas markets in city centers: how do they impact local residents and businesses? International Journal of Tourism Cities, 7(2): 391-409. DOI:https://doi.org/10.1108/IJTC-03-2020-0040
[12] Funk, D.C., and Bruun, T.J. (2007). The role of socio-psychological and culture-education motives in marketing international sport tourism: A cross-cultural perspective. Tourism Management, 28(3): 806-819. DOI:https://doi.org/10.1016/j.tourman.2006.05.011
[13] Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. (1998). Multivariate Data Analysis. Prentice-Hall. Englewood Cliffs.
[14] Kennedy, A., Waiguny, M., and Lockie, M. (2021). Children’s Consumption Culture Development through Christmas Myths: Ethical Implications. Young Consumers, 23(2): 321-343. DOI: https://doi.org/10.1108/yc-05-2021-1333
[15] Kotler, Ph., Kartajaya, H., and Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons, Hoboken, New Jersey.
[16] Lynch, D., and Quinn, B. (2022). Understanding the influence of place on festival making and artistic production in the local urban festival context. Journal of Policy Research in Tourism, Leisure and Events, 14(3): 242-261. DOI: 10.1080/19407963.2022.2033250
[17] Marcher, A., Erschbamer, G., and Pechlaner, H. (2019). Escaping from the event? Residents’ perception of Christmas Markets in Northern Italy. Event Management, 23(4-5): 599-611. DOI:10.3727/152599519X15506259855715
[18] Ogden, R. (2024). Distortions to the passage of time for annual events: exploring why Christmas and Ramadan feel like they come around more quickly each year. Plos One, 19(7): e0304660. DOI:https://doi.org/10.1371/journal.pone.0304660
[19] Parker, M. and Spennemann, D. (2021). Stille Nacht: Covid and the Ghost of Christmas 2020. Heritage, 4(4): 3081-3097. DOI: https://doi.org/10.3390/heritage4040172
[20] del Pilar Leal Londoño, M., Georgescu-Paquin, A., and Arcos-Pumarola, J. (2022). Food festivals as builders of the image of a tourist destination. Journal of Policy Research in Tourism, Leisure and Events, 14(3): 262-278. DOI: 10.1080/19407963.2022.2076690
[21] Ponzini, D. (2022). Introduction to the special issue – cultural mega-events and heritage: challenges for European cities. European Planning Studies, 30(3): 427-436. DOI: 10.1080/09654313.2021.1959719
[22] Rojas-Rivas, E., Rendón-Domínguez, A., Felipe-Salinas, J.A., and Cuffia, F. (2020). What is gastronomy? An exploratory study of social representation of gastronomy and Mexican cuisine among experts and consumers using a qualitative approach. Food Quality and Preference, 83. DOI:https://doi.org/10.1016/j.foodqual.2020.103930
[23] Schivinski, B., Langaro, D., and Shaw, C. (2019). The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events. Event Management, 23(6): 835-853. DOI: https://doi.org/10.3727/152599518X15403853721268.
[24] Spennemann, D. and Parker, M. (2021). The changing face of german christmas markets: historic, mercantile, social, and experiential dimensions. Heritage, 4(3): 1821-1835. DOI:https://doi.org/10.3390/heritage4030102
[25] Sudaryanto, S. (2015). Brand Leverage Strategy throughout Sport Championship and Amusement: The Case of Banyuwangi Festival 2013. Procedia - Social and Behavioral Sciences, 211: 1171-1178. DOI:https://doi.org/10.1016/j.sbspro.2015.11.156
[26] Sundqvist, J. (2023). Gastronomic experiences: Motives, activities, and teleology. International Journal of Gastronomy and Food Science, 31. DOI: https://doi.org/10.1016/j.ijgfs.2022.100645
[27] Sztemberg-Lewandowska, M. (2008). Analiza czynnikowa w badaniach marketingowych. Wydawnictwo Uniwersytetu Ekonomicznego, Wrocław. (in Polish)
[28] Szymanderska, H. (2005). Polskie tradycje świąteczne. Świat Książki, Warszawa. (in Polish)
[2] Bęben, R. (2013). Marketing inwestorski jako proces zaspokajania potrzeb na rynku kapitałowym. Wydawnictwo Difin, Warszawa.
[3] Brida, J.G., Disegna, M., and Osti, L. (2012). Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas Market visitors. Expert Systems with Applications, 39(13): 11349-11356. DOI: https://doi.org/10.1016/j.eswa.2012.03.041
[4] Brida, J.G., Disegna, M., and Scuderi, R. (2014). Segmenting visitors of cultural events: The case of Christmas Market. Expert Systems with Applications, 41(10): 4542-4553. DOI:https://doi.org/10.1016/j.eswa.2014.01.019.
[5] Brida, J.G., Meleddu, M., and Tokarchuk, O. (2017). Use value of cultural events: The case of the Christmas markets. Tourism Management, 59: 67-75. DOI: https://doi.org/10.1016/j.tourman.2016.07.012
[6] Broeckerhoff, A., and Galalae, C. (2022). Christmas markets – marketplace icon. Consumption Markets & Culture, 25(1): 79-90. DOI: 10.1080/10253866.2020.1803845
[7] Castéran, H., and Roederer, C. (2013). Does authenticity really affect behavior? The case of the Strasbourg Christmas Market. Tourism Management, 36: 153-163. DOI: https://doi.org/10.1016/j.tourman.2012.11.012.
[8] Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4): 408–424
[9] Crompton, J.L., and McKay, S.L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2): 425-439. DOI: 10.1016/s0160-7383(97)80010-2
[10] Di Vita, S., and Wilson, M. (Eds.). (2020). Planning and Managing Smaller Events: Downsizing the Urban Spectacle (1st ed.). Routledge. DOI: https://doi.org/10.4324/9780429266263
[11] Egresi, I.O., Răcăşan, B.S., Dezsi, S., Ilieş, M., and Ilieş, G. (2021). Christmas markets in city centers: how do they impact local residents and businesses? International Journal of Tourism Cities, 7(2): 391-409. DOI:https://doi.org/10.1108/IJTC-03-2020-0040
[12] Funk, D.C., and Bruun, T.J. (2007). The role of socio-psychological and culture-education motives in marketing international sport tourism: A cross-cultural perspective. Tourism Management, 28(3): 806-819. DOI:https://doi.org/10.1016/j.tourman.2006.05.011
[13] Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. (1998). Multivariate Data Analysis. Prentice-Hall. Englewood Cliffs.
[14] Kennedy, A., Waiguny, M., and Lockie, M. (2021). Children’s Consumption Culture Development through Christmas Myths: Ethical Implications. Young Consumers, 23(2): 321-343. DOI: https://doi.org/10.1108/yc-05-2021-1333
[15] Kotler, Ph., Kartajaya, H., and Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons, Hoboken, New Jersey.
[16] Lynch, D., and Quinn, B. (2022). Understanding the influence of place on festival making and artistic production in the local urban festival context. Journal of Policy Research in Tourism, Leisure and Events, 14(3): 242-261. DOI: 10.1080/19407963.2022.2033250
[17] Marcher, A., Erschbamer, G., and Pechlaner, H. (2019). Escaping from the event? Residents’ perception of Christmas Markets in Northern Italy. Event Management, 23(4-5): 599-611. DOI:10.3727/152599519X15506259855715
[18] Ogden, R. (2024). Distortions to the passage of time for annual events: exploring why Christmas and Ramadan feel like they come around more quickly each year. Plos One, 19(7): e0304660. DOI:https://doi.org/10.1371/journal.pone.0304660
[19] Parker, M. and Spennemann, D. (2021). Stille Nacht: Covid and the Ghost of Christmas 2020. Heritage, 4(4): 3081-3097. DOI: https://doi.org/10.3390/heritage4040172
[20] del Pilar Leal Londoño, M., Georgescu-Paquin, A., and Arcos-Pumarola, J. (2022). Food festivals as builders of the image of a tourist destination. Journal of Policy Research in Tourism, Leisure and Events, 14(3): 262-278. DOI: 10.1080/19407963.2022.2076690
[21] Ponzini, D. (2022). Introduction to the special issue – cultural mega-events and heritage: challenges for European cities. European Planning Studies, 30(3): 427-436. DOI: 10.1080/09654313.2021.1959719
[22] Rojas-Rivas, E., Rendón-Domínguez, A., Felipe-Salinas, J.A., and Cuffia, F. (2020). What is gastronomy? An exploratory study of social representation of gastronomy and Mexican cuisine among experts and consumers using a qualitative approach. Food Quality and Preference, 83. DOI:https://doi.org/10.1016/j.foodqual.2020.103930
[23] Schivinski, B., Langaro, D., and Shaw, C. (2019). The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events. Event Management, 23(6): 835-853. DOI: https://doi.org/10.3727/152599518X15403853721268.
[24] Spennemann, D. and Parker, M. (2021). The changing face of german christmas markets: historic, mercantile, social, and experiential dimensions. Heritage, 4(3): 1821-1835. DOI:https://doi.org/10.3390/heritage4030102
[25] Sudaryanto, S. (2015). Brand Leverage Strategy throughout Sport Championship and Amusement: The Case of Banyuwangi Festival 2013. Procedia - Social and Behavioral Sciences, 211: 1171-1178. DOI:https://doi.org/10.1016/j.sbspro.2015.11.156
[26] Sundqvist, J. (2023). Gastronomic experiences: Motives, activities, and teleology. International Journal of Gastronomy and Food Science, 31. DOI: https://doi.org/10.1016/j.ijgfs.2022.100645
[27] Sztemberg-Lewandowska, M. (2008). Analiza czynnikowa w badaniach marketingowych. Wydawnictwo Uniwersytetu Ekonomicznego, Wrocław. (in Polish)
[28] Szymanderska, H. (2005). Polskie tradycje świąteczne. Świat Książki, Warszawa. (in Polish)
Published
2024-11-29
How to Cite
MŁYNKOWIAK-STAWARZ, Anna; BĘBEN, Robert.
Social, Cognitive and Traditional Motives in Christmas Market Tourism: A Case Study from Poland.
Journal of Environmental Management and Tourism, [S.l.], v. 15, n. 4, p. 629 - 639, nov. 2024.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8645>. Date accessed: 08 dec. 2024.
doi: https://doi.org/10.14505/jemt.v15.4(76).05.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.