Tourism Food, Wine and Festivals

Tourism: Food, Wine and Festivals

Table of Contents

TOC o “1-3” h z u Introduction PAGEREF _Toc358926069 h 3Cultural Impacts of Ritual-Oriented Festivals PAGEREF _Toc358926070 h 3The Case Study of Italy PAGEREF _Toc358926071 h 4Social Impact of Community Festivals PAGEREF _Toc358926072 h 5Case Study of Hogmanay cerebrations in Scotland PAGEREF _Toc358926073 h 6Economic Impacts of Food and Wine Festivals PAGEREF _Toc358926074 h 7Case Study of Australia PAGEREF _Toc358926075 h 7Food and wine festivals and Inter-industry Integration PAGEREF _Toc358926076 h 8Case Study: Melbourne Food and Wine Festival PAGEREF _Toc358926077 h 9Environmental impact of festivals PAGEREF _Toc358926078 h 10Case Study: The Manly Food & Wine Festival PAGEREF _Toc358926079 h 11Conclusion PAGEREF _Toc358926080 h 12References PAGEREF _Toc358926081 h 12

IntroductionThis paper examines cultural, social, economic and environmental impacts of food and wine festivals in order to determine the attractiveness of food and wine destinations to tourists. To achieve this, the paper analyses various case studies drawn from different parts of the world related to food and wine and festivals.

Cultural Impacts of Ritual-Oriented FestivalsFestivals play a key role in shaping the behavioral patterns of individuals in a community. Among other elements of festivals, rituals have a profound impact in shaping people’s culture. A ritual is a symbolic action through which people express their beliefs, values and/or concerns. As Dwyer et al (2001, p. 176) explain, rituals have distinct features which influence or shape culture of a community. Subsequently, they influence the attractiveness of food and wine destinations and other tourism sites within a community.

One of the distinct features of rituals is that they performed repeatedly, after some period and in the same way. As Hall and Sharples (2008, p. 254) explain, rituals can be as simple as a handshake or as complex as the cerebration of a nation’s founding, but they usually have a deeper meaning than meets the eye. Information may be conveyed verbally, using stylistic devices or using objects or materials. The performers of rituals engage in certain actions that link the present to the past. As Hall and Sharples (2008) explain, it is common for people to prepare various kinds of foods and drinks while performing rituals marking important events in their lives. For a long time, wine has been treated as the most preferred drink for certain ritual-oriented events carried out in various societies in the world. In fact, it is often treated as a superior drink to others.

The Case Study of ItalyThe use of food and wine during ritual-oriented festivals enjoy a long history in Italy. According to Flavor (2007, p. 75), the Romans used to cerebrate harvest dates many centuries back and had many public holidays to give thanks to their gods. There were also many festivals that marked important steps during the process of growing crops. For instance, they sacrificed cattle at the festival of Fordicidia which was held on 15th April every year. They believed that the sacrifice would help to keep soil fertile. They also cerebrated the festival of Vestalia on June 9 as they cleaned their stores in preparation for the new harvest. As Flavor (2007, p. 75) explains, the Romans took food and wine together in cerebration for the new harvest. There were also wine-related mystical festivals that were initially held in mid March dedicated to the Roman god of wine.

In the modern Italy, religious cerebrations and food festivals still go hand in hand. Fishing festivals are also common today especially in the coastal towns of Italy. For instance, fishing festivals are constantly held at the sea called San Cataldo, next to the city of Taranto, where visitors from various parts of the world eat dried fish and drink wine as they watch the festivals. There are other festivals in which people push carts of fruits ad vegetables along the streets (Flavor, 2007, p. 75).

Generally, the ritual-oriented food and wine festivals carried out by Italians have a ritualistic nature since they are symbolic and the same events are repeated over time. They help to display the lifestyle and local culture of the local community and to protect traditions and cultural meanings attached to particular events, issues or events (Flavor, 2007, p. 75). However, these events rarely attract visitors from foreign countries. There is need for more effort in marketing the local culture through promotion of these events to the world. The negative cultural impact of these festivals is commoditization of the culture and local identity of the host community.

Social Impact of Community FestivalsCommunity festivals are developed and organized by the local community. They are held in cerebration of specific themes that are developed from the local community. As such, food and wine festivals play a key role shaping social interactions and socially-generated behaviours of the members of a community (Fredline & Faulkner, 2002, p. 117). In turn, they influence the image and reputation of a community in the eyes of visitors and tourists.

As Wood 2005 explains, community festivals provide community members with an opportunity to develop a sense of community or a sense of belonging to the local community. As well, festivals provide opportunities for community members to establish social networks which contribute to the creation of social capital and establishment of social cohesion (Fredline & Faulkner, 2002, p. 117). However, there are also negative social impacts of festivals including increased noise, over-congestion, drug taking and vandalism (Getz, 2002, p. 212). The best strategy to effectively manage social impacts of festivals within communities is through community involvement and consultation. This can be achieved through strategies such as participation facilitation, community input and feedback facilitation, inclusive programming, incentives, local business involvement, associations and community development and capacity building. As Carlsen and Getz (2006 .p 267) explain, crowd management strategies are also needed in order to reduce the negative social impacts of festivals.

Case Study of Hogmanay cerebrations in ScotlandHogmanay is a Scottish word for the last day of the year. During that day, cerebrations are held in Scotland in a unique way in appreciation of the New Year. Usually, people meet at a specific destination in the evening of the last day of the year and cerebrate until the morning of the New Year. As Weston (2008, p. 50) explains, these cerebrations are associated with many national and local customs. The most common national custom is the practice of step-footing which involves being the fist person to cross the threshold of a neighbor or a friend through giving him/her a gift. Among other gifts, they share food and wine (Weston, 2008, p. 50). These gifts are also shared with guests and foreigners. They believe that the kind of gift one receives defines his/her luck during the New Year and thus, they find the best kinds of foods and wines to use as gifts. Remarkably, this cerebration brings the members of the whole Scottish community together. In a study conducted by Weston (2008, p. 50) in Scotland, 79 percent of the respondents stated that Hogmanay cerebrations give them an opportunity to spend time with families and friends. Also, they stated that the cerebrations provided them with an opportunity understand and share their culture. However, the respondents expressed concerns over congestion and instances of vandalism and excessive consumption of wine. These cerebrations involve the whole Scottish community at all levels and thus, most of the behaviours that would be considered wayward in other settings (such as making too much noise) are allowed.

The case study indicates that Hogmanay cerebrations enable Scottish people to develop a sense of belonging to their community and to establish beneficial social networks. There is high level of community involvement which helps to maximize social impacts of these cerebrations. However, there is need for better crowd management strategies in order to minimize cases over congestion and cases of vandalism and excessive consumption of wine.

Economic Impacts of Food and Wine FestivalsFood and wine festivals are often used as tools for attracting visitors to food and wine tourism destinations in various parts of the world. These festivals are usually meant to create positive image and reputation for specific food and wine destinations. There are three main strategies that are employed in the process of promoting food and wine destinations, namely, localization, diversification and differentiation (du Rand & Heath, 2006, p. 211).

Localization strategy refers to activities oriented towards local responsiveness. In food and wine industry, localization strategy involves providing opportunities for customers to visit producers and to make purchases directly from them (Hall et al, 2003, p. 65). Food and wine festivals promote local destinations that are included in the festival’s venues of programs. However, for this strategy to be successful it has to be integrated with national and regional strategies (Hall & Mitchell, 2002, p. 172). On the other hand, diversification strategy involves expansion of products or services into new segments in an industry or investing in other products or services outside the scope of the existing industry (Hall et al, 2003, p. 65; Hall & Mitchell, 2002, p. 172). Food and wine festivals provide an opportunity for tourists or visitors to explore various food and wine destinations as well as other attractions that are not related to food and wine. Finally, differentiation strategy involves development of different products for different market segments based on specific guidelines (Hall et al, 2003, p. 65). Food and wine festivals provide opportunities for consumers to taste different types of foods and wine brands from the ones that they are used to (Hall & Mitchell, 2002, p. 172).

Case Study of AustraliaAustralia employs national, regional and local strategies to attract tourists to various food and wine destinations. Food and wine festivals are held occasionally in almost all cities in Australia. Some festivals are meant to promote foods and wines produced in specific regions within Australia (Picard & Robinson, 2006, p. 334). One of these festivals is the Melbourne Food and Wine Fstival which is held once every year across 16 days in March. The Tasting Australia Festival is held twice a year in Adelaide, South Australia. The Victorian Grape Grazing Festival is held at Yarra Valley during February every year. Margaret River Wine Festival is held once a year and its purpose is to promote food and wine produced in the Margaret River wine region in Western Australia (Picard & Robinson, 2006, p. 334). All these events attract tourists across various parts of the world and local winemakers, growers and commentators to cerebrate together. They also attract well renowned chefs who are involved in preparing different types of foods. Apart from food and wine destinations, these festivals provide an opportunity for visitors to explore other tourism destinations in Australia (Picard & Robinson, 2006, p. 334). For instance, the Melbourne food and wine festival provides an opportunity for visitors to explore popular large parks such as the Grampians National Park and also the beautiful gardens present in the city.

Generally, Australia employs effective strategies in promoting food and wine destinations. The national, regional and local strategies are integrated in the process of promoting these destinations. Diversification strategy is also effective since visitors are able to visit different attractions other than the food and wine destinations. Food and wine differentiation is also achieved since visitors are able to taste different types of foods and wine brands from those that they are used to.

Food and wine festivals and Inter-industry IntegrationIn most cases, food and wine businesses cooperate with other tourism businesses in order to satisfy requirements of tourists. Apart from tourism businesses, food and wine businesses need to cooperate with other industries such as agriculture is necessary since they provide supporting components, such as raw materials (Hall et al, 2003, p. 67). These inter-industry net-works or partnerships are essential for the success of an industry.

As Hall et al (2003, p. 67) explain, food and wine festivals play a critical role in development of effective networks and partnerships between food and wine tourism industry and other industries. These festivals help in strengthening or building new networks across industries through sponsoring, organizing and/or participation in festivals. Some festivals help in the development of new partnerships between industry sectors at local, national, regional and international levels (Hall & Mitchell, 2002, p. 175). To maximize inter-industry integration benefits in the long-term, most food and wine festivals employ strategies such as package programs through partnerships, establishment of inter-industry associations and relationship building through sponsorships (Hall & Mitchell, 2002, p. 175). One of the benefits of this kind of integration is that it enables small operators to work on product development and to achieve higher economic benefits.

Case Study: Melbourne Food and Wine FestivalThe Melbourne Food and Wine Festival was established in 1993 to provide an opportunity for wine producers to promote their products and talents and to promote the lifestyle of Melbourne and Victoria. Since then, it has grown to become the largest food and wine festival in Australia with a schedule of 130 events by 2007 (Pandazopoulos, 2008, p. 28). Among other benefits, this event has highly facilitated integration between food and wine tourism industry and other industries in Victoria. During this festival, businesses dealing with food and wine tourism show their experiences in the industry by promoting their products. It thus provides an opportunity for inexperienced producers to learn new ways. Unsuccessful businesses in the food and wine tourism industry are also given an opportunity to promote their products. Apart from food and wine experts, this event attracts renowned wine growers, winemakers and chefs from different sectors. As well, it facilitates champions and less successful businesses in the food and wine industry to know each other and to corroborate with each other in various ways. As well, this festival provides an opportunity for food and wine leaders to discuss and find solutions to challenges they come across collectively and individually (Pandazopoulos, 2008, p. 28).

Remarkably, the Melbourne Food and Wine Festival provide a good opportunity for food and wine businesses to integrate and to form networks and partnerships among themselves. By attracting individuals such as Chefs, wine growers and wine makers, this festival facilitates formation of networks with sectors such as hotel and restaurant, agriculture and wine refineries. In this regard, it provides an opportunity for the formation of partnerships between food and wine businesses and other businesses. However, there is need for the festivals to explicitly show the importance of partnerships between food and wine sector and other sectors. This would help to raise level of integration between industries in Victoria.

Environmental impact of festivalsJust like in other industries, food and wine organizations are required to embrace environmental sustainability practices. Environmental sustainability refers to engagement in activities that do not harm the natural environment or engagement in activities oriented towards minimizing harm on the natural environment (Taylor & Shanka, 2002, p. 166). Precisely, it refers to the movement towards the use of renewable rather than non-renewable energy resources and the minimization or elimination of polluting and hazardous wastes. Recycling of waste products that pollute the environment such as plastic paper bags is also part of environmental sustainability (Poitras & Getz, 2006, p. 427). Thus, activities carried out during food and wine festivals have either positive or negative impacts on the environments.

Food and wine festival can be used as a channel for educating people within a community about environmental issues such as environmental leadership, organic farming and climate change. They may engage in practices such as waste management, recycling of plastic paper bags and glasses and providing seminars on environmental issues (Wells, 2010, p. 67). On the other hand, activities carried out during festivals may have negative impacts such as throwing of litter, plastic buy-products and bottles to the environment, making too much noise and vandalism (Dunphy, Andrew & Suzanne, 2003).

Case Study: The Manly Food & Wine FestivalThe Manly Food & Wine Festival was established in 1987 and has since then developed a strong profile in Sydney. This festival is organized by environment and internal events teams and runs for two days (Winetitles, 2006, p. 121). The organizers and managers of this festival have integrated sustainable event management practices into all of its aspects. Visitors are taught about sustainable ways of living and the importance of a good and exciting atmosphere while having minimum negative impact on the environment. They also enjoy food, wine and entertainment in a fun. Usually, the festival attracts over 15,000 people (Winetitles, 2006, p. 121). Together, they engage in environmental management practices such as diverting glasses, food waste and plastics from going to landfill. In 2010, for instance, the waste staff provided waste bins which were placed at strategic sites for Sydney residents to put wastes. They place waste stations according to high patronized areas, staged areas and food and wine stalls. Two were used to collect waste from bins located in various sites. They attached posters to wine glass stalls on the use and recycling of cutlery and palm leaf/bamboo plates. In short, the Manly Food & Wine Festival mainly involves practices that are oriented towards a cleaner environment (Winetitles, 2006, p. 122).

Generally, environmental sustainability involves activities oriented towards protecting natural environment from harm. Engaging in sustainable practices should be part of food and wine industry’s goals and objectives. The Manly Food & Wine Festival is quite efficient in achieving this goal. However, people the festivals should also consider the impact of the gaseous wastes emitted in the atmosphere. The organizers and managers should also encourage the use of renewable rather than non-renewable energy resources.

ConclusionIn conclusion, food and wine festivals have varied social, cultural, economic and environmental impacts which influence the attractiveness of food and wine destinations to tourists. To be successful in tourism marketing, food and wine industries need to make consideration of these impacts and utilize them to their advantage.

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