sustainability Article Wellness Pursuit and Slow Life Seeking Behaviors: Moderating Role of Festival Attachment Myung Ja Kim 1,*, Choong-Ki Lee 1,* , Jinok Susanna Kim 2 and James F. Petrick 3 1 College of Hotel & Tourism Management, Kyung Hee University, Seoul 02247, Korea 2 Department of Airline Service, Sehan University, Chungcheongnam-do 31746, Korea;
[email protected] 3 Department of Recreation, Park & Tourism Sciences, Texas A&M University, College Station, TX 77843, USA;
[email protected] * Correspondence:
[email protected] (M.J.K.);
[email protected] (C.-K.L.); Tel.: +82-10-9035-2696 (M.J.K.); +82-2-961-9430 (C.-K.L.) Received: 8 March 2019; Accepted: 30 March 2019; Published: 4 April 2019 Abstract: Slow lifestyles have become a way for individuals to reduce the amount of stress in their lives. Moreover, along with wellness and slow food, slow life seeking is emerging as an area of study, though little research has been studied at Slow Life Festivals (SLFs) associated with consumers’ wellness pursuits, slow life seeking, and perceptions of slow food. To address this gap, this study examined visitors’ decision-making processes using an extended theory of planned behavior (ETPB) by incorporating wellness pursuit, slow life seeking, and perceptions of slow food at an SLF. Thus, this study developed a theoretically comprehensive framework by applying field survey. Results revealed significant impacts of visitors’ wellness pursuits and slow life seeking on their decision-making, indicating that wellness and slow life were important factors to consider for SLF management. The research further identified the perception of slow food as a mediator in predicting behavioral intentions.