Food and wine festivals and events around the world : development, management and markets

Food and Wine Festivals and Events Around the World is a pioneering text that recognises the importance of this rapidly growing aspect of the tourism industry. Food and wine festivals and events play a significant role in rural and urban development and regeneration and the impacts of these events can be far ranging at a social, political, economic and environmental level. This innovative book recognises the development of food and wine festivals as a part of regional and national tourism strategies and uses international case studies to illustrate practice and contextualise theory. Bringing together an international contributor team of experts, this is the first book to study this profitable and expanding area of the tourism industry and provides a unique resource for those studying in the fields of tourism, event management and culinary arts. . Food Events and Festivals provides UK and international case studies to illustrate and examine strategies for the success of this aspect of the tourism industry. . Wine and Drink Festivals considers this topic with particular reference to the role of the tourist, examining the concept around the world. . Farmer's Markets is a fairly new and increasingly popular industry tool, which is explored in more depth in the final section of this book Food and Wine Festivals and Events Around the World: Development, Management and Markets 4 Copyright Page 5 Contents 6 List of Exhibits 10 List of Figures 12 List of Tables 14 List of Plates 16 List of Contributors 20 Acknowledgements 22 Part I: Context 24 Chapter 1 Food events, festivals and farmers’ markets: An introduction 26 Food events in a tourism context 28 Food events and festivals 32 Outline and summary 41 References 42 Chapter 2 Food events and the local food system: Marketing, management and planning issues 46 Putting local food systems in place 50 Market segmentation 56 Market entry strategy 58 The marketing mix 58 Conclusions 65 References 66 Chapter 3 From haggis to high table: A selective history of festival and feast as mirrors of British landscape and culture 70 Food, feast, festival and landscape 73 Menus and memories 75 Common fare and delicacies for the table 78 ‘Eating the view’ or lunching on the landscape 80 References 84 Part II: Food Events and Festivals 86 Chapter 4 Conceptualizing festival-based culinary tourism in rural destinations 88 Introduction 89 The framework 89 Food image as an element of a brand 93 Community support 94 Residents’ attitudes 95 Role of destination marketing organizations 96 Conclusion 96 References 98 Chapter 5 Case study on the use of Scottish food events in promoting Scottish tourism and food 101 References 106 Chapter 6 Food and wine festivals: Stakeholders, long-term outcomes and strategies for success 108 Introduction 109 Food and wine festivals: Stakeholders and their expectations 110 The Melbourne food and wine festival: A network of stakeholders 113 The hospitality, food and wine industries: Key stakeholders for achieving long-term outcomes 116 The Melbourne food and wine festival: Enhancing the long-term benefits through the hospitality, food and wine industries 120 Summary 122 References 122 Chapter 7 Ludlow Marches Food and Drink Festival 124 Introduction 125 Ludlow festival: setting the scene 125 What does the festival look like? 126 Methodology: a ‘hands-on’ approach 127 Success factors 130 Fixing the event within the local food system: clear objectives 130 Local approach to funding 131 Making the most of volunteers 131 Formation/development of partnerships 132 Strategy for the future 133 Conclusion 134 References 134 Chapter 8 Food and wine events in Tasmania, Australia 136 Introduction: Event tourism in Australia and Tasmania 137 Food and wine tourism to Australia 139 Food and wine tourism events in Tasmania 140 Food and wine events in Tasmania 142 Conclusion 147 Web site addresses for further information 148 References 149 Part III: Wine and Drink Festivals 154 Chapter 9 Apples, cider and celebration 156 Introduction 157 Apples and cider: history and markets 157 Pomaceous celebration 160 Apples, fertility and symbolism 161 Apples, heritage and local distinctiveness 163 Apples, community and hospitality 165 Conclusions 166 References 166 Chapter 10 Segmenting wine festival visitors using their personal involvement with wine 169 Introduction 170 Literature review 171 Research method 174 Results and discussion 176 Conclusion 183 References 186 Chapter 11 Beer festivals: A case study approach 189 Beer festivals come in all shapes and sizes 190 The branding of beer festivals: a lost opportunity? 193 Conclusions 200 References 200 Chapter 12 Wine connoisseurs or curious tourists? The participants in wine festivals 201 Introduction 202 Profiling wine Festival Patrons 203 Delving Deeper 207 Crowds and crowds of Participants 212 When the festival is over, what next? 213 A wine festival model 214 Conclusion 215 References 215 Part IV: Farmers’ Markets 218 Chapter 13 The authentic market experience of farmers’ markets 220 Introduction 221 The fall and rise of farmers’ markets 224 The farmers’ market 233 The social construction of the ‘modern’ farmers’ market 244 Somewhere between artificiality and authenticity 246 Conclusions 247 References 250 Chapter 14 Connecting farmers’ markets and tourists in New Brunswick, Canada 255 Introduction 256 The attraction of farmers’ markets in Canada 257 Agriculture, farmers’ markets and tourism in New Brunswick, Canada 259 Analysis: Farmers’ markets and tourists in New Brunswick, Canada 267 Conclusion 268 Acknowledgments 269 References 269 Chapter 15 From saké to sea urchin: Food and drink festivals and regional identity in Japan 272 Introduction 273 Regional identity and food ways 274 Changing concept of haré (non-ordinary) and festivals and events today 280 Regional food today across Japan 283 Food and festivals in Japan 287 Challenges for festivals in the future 293 References 296 Chapter 16 The Airey’s Inlet Farmers’ Market: Where the coast meets the ranges 302 Social outcomes 303 Economic outcomes 304 Environmental outcomes 305 Reasons for success 306 Challenges and opportunities for the future 307 Reference 308 Chapter 17 Farmers’ markets as events for local cultural consumption: The Otago Farmers’ Market (Dunedin, New Zealand) explored 309 Introduction 310 The metamorphosis of the Otago Farmers’ Market 314 Situating Farmers’ Markets as sites of consumable touristic experiences 318 References 320 Chapter 18 Case study: The tale of three markets 323 Introduction 324 Discussion and conclusions 329 References 330 Part V: Conclusions 332 Chapter 19 Food festival research methods and approaches 334 Special characteristics of food and drink festivals 335 A research agenda for food festivals 342 References 353 Chapter 20 Future issues and trends: Food events, festivals and farmers’ markets 354 Product life cycle 362 Certification and licensing 363 Development of permanent sites 365 More formalized management styles 365 Branding of events 365 Conclusions 366 References 368 Index 372 A 372 B 372 C 372 E 372 F 373 G 373 H 373 I 373 J 373 K 373 L 373 M 373 N 373 O 373 P 373 Q 373 R 373 S 373 T 374 U 374 V 374 W 374 Colour Plates 376 Photo Section 390 "Food and Wine Festivals and Events Around the World is a pioneering text that recognizes the importance of this rapidly growing aspect of the tourism industry. Food and wine festivals and events play a significant role in rural and urban development and regeneration and the impacts of these events can be far ranging at a social, political, economic and environmental level. This innovative book recognizes the development of food and wine festivals as a part of regional and national tourism strategies and uses international case studies to illustrate practice and contextualise theory." "Bringing together an international contributor team of experts, this is the first book to study this profitable and expanding area of the tourism industry and provides a unique resource for those studying in the fields of tourism, event management and culinary arts."--Jacket This book "is a pioneering text that recognises the importance of this area of the tourism industry. It brings together an international contributor team of experts and uses leading research to examine the specialist nature of the food and wine festival/event and the linkages that exist between food, festivity and place. Divided into three parts, the book looks at Food Festivals, Wine /Drink Festivals and Farmers Markets. Each section has an introductory chapter which will set the context and provide an overview of current activity in that particular area."--Product description