Examining multiple mediation of escapism and ethnic food experience in the relationship between diversity and behavioral intentions: the case of Vietnam

PurposeThe study aims to examine the mediating effects of escapism (ESC) and ethnic food experience (EFE) in the relationship between diversity (DIV) and behavioral intentions (BI) of visitors attending Hoi An International Food Festival held in Vietnam.Design/methodology/approachThe research takes a predictive and explanatory approach rather than theory confirmation. Partial least squares (PLS) algorithm was used to analyze multiple mediation. The data were collected from 323 attendees through a self-administered questionnaire.FindingsThe research highlights that escapism and EFE have positive and significant mediating effects on the relationship between DIV and BI. Furthermore, while EFE is the most important predictor of BI, escapism has emerged as an antecedent variable that deserves to be given the highest importance. Finally, visitors who are participating in their first international food festival do not seem to consider the nexus between DIV and ESC as much as repeaters.Research limitations/implicationsThe study's limitations include the collection of data from a single festival and the fact that the analyses are only quantitative. The results contribute to festival organizers by revealing the importance of multiple mediation roles.Originality/valueThis study contributes novel insights to the literature on festival and event management, extending previous studies and filling a gap by proposing ESC and EFE as multiple mediators in the nexus between DIV and BI. The present study provides a comprehensive examination of the influence of individual variables previously analyzed separately on festival-goers' experiences. This facilitated the identification of crucial aspects of the circumstance, thereby reducing any ambiguity.