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The purpose of this study is to investigate the perspectives of attendees on novelty seeking of a wine culture event to assess what drives their word of mouth. A questionnaire survey was undertaken for collecting data at a wine cultural event held at Yibin. A total of 315 valid samples were received for the further hypotheses testing. The results showed that both perceived value and event satisfaction were key antecedents of word of mouth and the moderating role of novelty seeking was confirmed. Finally, the manageable results for wine culture event managers and future researchers were drawn.

Managing Attendees’ WOM at a Wine Cultural Event: The Moderating Role of Novelty Seeking