Melbourne Food and Wine Festival - Assignment Example

Melbourne Food and Wine Festival Student’s Full Name, Tutor’s Name Course Date Table of Contents Table of Contents 1 Introduction 2 Discussion 2 Issue 1 - The cultural impacts of ritual-oriented festivals 2 Issue 2 - Positive and negative social impacts 4 Issue 3 - Economic Impact: long-term goal 6 Issue 4 - Financial Investment 8 Issue 5 - Environmental dimension 9 Conclusion 11 Recommendations 11 References 13 Introduction The paper analysis Melbourne Food and Wine Festival and it elaborates the sustainable destination development, and it illustrates the importance and role of food and wine festivals in the destination. The paper discusses five issues, which are cultural dimension, positive and negative social aspect, economic impact, financial investment and environmental dimension. Discussion Issue 1 - The cultural impacts of ritual-oriented festivals Ritual is defined as a sequence of behaviours that are repeated over time based on certain criterion. This means that it is a natural thing in human beings that contributes towards personal building and it is crucial for cultural identity (Turner, 1982). In addition, rituals should be done in the same manner, and this manner should be continuously been replicated. Thus, a ritual is an aspect that has been repeated since its inception in the case of Melbourne Food and Wine Festival (Melbourne Food and Wine Festival, 2012). Melbourne Food and Wine Festival is a ritual because the activities that re-occur include bringing together winemakers, wine and food commentators, and re-owned chefs each time. The success of rituals are poised on the idea that they are repeated through provision of certain service and hence its existence. In the case of Melbourne Food and Wine Festival, the aspect of repetition and continuously improvement of the function has ensured that it has existed. Melbourne Food and Wine Festival is a ritual because it has been held continuously for the last 20 years since its inception n 1993 where twelve events took place (Melbourne Food and Wine Festival, 2012). Moreover, with time and appropriate investments the festival has continuously developed and grown into becoming an important event for tourists and tourism calendar. As an example, in 2007, Melbourne Food and Wine Festival hosted one hundred and forty events and it lasted fourteen days. The Melbourne Food and Wine Festival has continuously developed, which contributed in involvement of the government through developing the policy Melbourne Marketing Strategy 2007-2011 (Melbourne Food and Wine Festival, 2012). The Melbourne Food and Wine Festival is a festival that is globally known. This allows many visitors both local and international to visit and sample the products that are offered in the festivity. Most of the people who visit the festivity appreciate the diverse food and wine that is offered resulting in more than 300,000 visitors visiting annually (Melbourne Food and Wine Festival, 2012). Generally, the attendees include wine retailers/wine merchants, wholesalers, importers, exporters, catering managers, bakers, confectioners, butchers, caterers and ice cream outlets, restaurant owners & public. Moreover, the event offered diversified products, which includes events. Melbourne Food and Wine Festival illustrate an event that is appreciated by the locals and international communities in services that are offered (Friedman and Miles, 2006). The festivals in the future should increase the number of stakeholders and also to ensure the services and products offered covers diverse lifestyles and cultures (Beames, 2003). This means that most cultures in Australia should be included into the festival, and ensuring that the diversity is championed in activities involved in the festival, and thus improvement of the festival (Melbourne Food and Wine Festival, 2012). Issue 2 - Positive and negative social impacts Community involvement and support in these regional and rural areas is high (Tzelepi & Quick, 2002). The special events and regional festivals are not only held for visitors but also aimed to support local contributions. These festivals should have huge local participation and support resulting in a situation of high social capital (Janiskee, 1980). Most of these festivals originate from local involvement that translates to tourism: the tourism aspect becomes icing on the cake (Friedman and Miles, 2006). This means that the community is an obvious feature that ensures sustainability of these festivals (English, 2006). Many festivals that are supported by the community create a strong aura and also ensures that the reality of the festivals bears fruits (Pedersen, 2004). Involvement of the community does not only bring into consideration the economic vale but also social benefits of it. Communities’ involvement in these activities is poised on the aspect that at the end of the festival, additional benefits are associated with the entire festival (Getz, 2002). Thus, socioeconomic factors are associated with the entire process since not all the participant aims to benefit from the festival but the enjoyment aspect of the entire process (Friedman and Miles, 2006). Moreover, communities view the relationship between the festival and their communities intertwined in that at the end of the day, many people will know the contribution of that community within a geographical area (Marketing and Events Committee Report, 2006). In addition, these festivals also raise the relevance of the society compared to other societies within that given area resulting in an increase in involvement in the festival (Tum, Norton, and Wright, 2006). Thus, community involvement is important in ensuring that the festivals are successful (Pedersen, 2004). The challenges that are discussed are those directly associated with the community (Getz, 2002). Challenges come in different forms such as industry specific, community related or even government related (Beames, 2003). An example of community related challenge associated with food, wine and festival tourism is the issue of cultural degradation due to diversity of visitors (Friedman and Miles, 2006). Regional or rural festivals usually bring together people from these regions to organise the festivals (Getz, 2002). This means that some things that they share and are important in their daily activities (Friedman and Miles, 2006). Culture is an example of such activity. Culture can be defined as the activity or aspect of the society that is associated with individual players and comes together into a collective aspect that is respected by all important stakeholders (Marketing and Events Committee Report, 2006). Thus, new and diverse cultures associated with the visitors may degrade and introduce ideas that are not culture supported (O’Sullivan & Jackson, 2010). This will result in degradation of the culture. Another aspect that is associated with these festivals is environmental degradation. Example Melbourne Food and Wine Festival have these challenges such as cultural degradation (Tzelepi & Quick, 2002). Melbourne has specific cultures and societal aspirations meaning that visitors from other parts of the world introduce new behaviours that may degrade the society (Tomljenovic and Weber 2004). Critical analysis This means that policies and measures should be in place to ensure that these risks are mitigated and ensure that the community is not affected. Some of the strategies that can be used include crowd management, sensational programs informing the communities of different factors that can result from the event and mitigation strategies after the events. Issue 3 - Economic Impact: long-term goal Destination marketing can be defined as the process of communicating with potential visitors by influencing the preference destination, the intention of travelling, ultimate of travelling, and the products that will be offered. The aspect of destination marketing may be termed as the implementation aspect since it is articulation of the visions, values and competitive components of the destination. In destination marketing, Dann (1977) proposes two motivational strategies that influence travelling which are push and pull factors. Dann defined push factors as the internal forces that influences in individual to decide visiting while the pull factors the external factors that influence decision of visiting a region (Getz, 2002). Example of push factors includes relaxation/leisure, socialising and novelty, while the pull factors include wine and food offered, organised events, and events activities. Marketing a region has a destination has numerous economic values (Friedman and Miles, 2006). Some of the economic benefits associated with destination marketing include increase in sales especially stakeholders involved in the festival arrangement. Moreover, employment opportunities for the local communities increase because the increase in the number of visitors will directly result in increase of visitors’ requirements (Beames, 2003). In addition, the wine and food producers will see an increase in the demand of their produce resulting in repeated purchases if the customers like the product. Other stakeholders such as destination marketers, travel, and tours companies benefit immensely through support the festivals. Melbourne Food and Wine Festival is important because it enhances visitor experience through the food and wine available (Melbourne Food and Wine Festival, 2012). These foods and wines ensure that the region becomes competitive and translating into preferred destination for many tourists. Moreover, Melbourne Food and Wine Festivals champion authenticity of their produce, and from the view that many tourists prefer indigenous food especially local and ethnic in nature also increases the preferred aspect of Melbourne Food and Wine Festivals as a preferred destination (Marketing and Events Committee Report, 2006). Moreover, marketing a region to become a preferred destination has numerous economical factors (Walle, 2003). Utilisation of local foods and wines can directly or/and indirectly contributes to important aspects that can help is sustaining and enhancing destination attractiveness: reinforcing brand identity of the region, empowerment of the community e.g. encouraging entrepreneurship, and generating pride e.g. wine and food (Melbourne Food and Wine Festival, 2012). From the analysis, it is evident that Melbourne Food and Wine Festival play an important role in ensuring that the region benefits economically (Melbourne Food and Wine Festival, 2012). The increase sale in products and services directly benefits the community, in which the community will continue supporting it. Apart from the social aspect, economic factors usually drive the success of many festivals since stakeholders will aim to repeat the ceremony. Issue 4 - Financial Investment In any festival, budget is an important requirement that ensures that an event is successful. To meet the budget requirements, different stakeholders come together to fulfil the requirements of the festival while also ensuring that their organisational requirements are achieved (Beames, 2003). Thus, it is another important approach that an organisation can utilise and champion its socioeconomic aspect (Friedman and Miles, 2006). Involvement of different stakeholders is important because it champions partnership between the different stakeholders that results in the improvement of communication and consultation resulting in long-term benefits for the industry. Moreover, involving different stakeholders ensures that the festivity becomes successful not only constrained in budget allocation but also in terms of non-financial terms. In addition, the government especially the states of Victoria and Australia ensure that the entire process is successful by providing appropriate monetary assistances that ensures risks and threats are averted (Beames, 2003). Stakeholders are involved in sponsoring and financial supporting these activities because they aim to improve their perception from the society translating into better business operations (Friedman and Miles, 2006). Moreover, participation of different stakeholders results in creation of positive PR and raises awareness of brands and products that are offered by the sponsoring organisation (Beames, 2003). In addition, the sponsoring organisations benefits through supporting promotional campaigns and also creation of internal emotional commitment for the brand and hence resulting in provision of corporate hospitality at the festival. Melbourne Food and Wine Festival were sponsored for $60,000 in the financial year 2005-2006. In 2004/05 the City of Melbourne provided $60,000 in cash and $17,000 of “in-kind” support to the event. According to the City of Melbourne Events Sponsorship Strategy 2007 – 2010, the Proposed Sponsorship Level of Melbourne Food and Wine Festival were estimated to be $200,000 (Marketing and Events Committee Report, 2006). Furthermore, Melbourne food and Wine festival is being supported by the Australian Government that aims at growing Victoria’s food industry to meet its target of $12 billion in food and fibre exports by 2010 - to attract food industry investment to Victoria and develop regional communities (Melbourne Food and Wine Festival, 2012). Even though numerous sponsors exist in the event planning, it is important to formulate and implement appropriate strategies to reduce cost and increase revenue during the events (Beames, 2003). The strategies that can be utilised may include using the local communities to provide services free (Pedersen, 2004). In addition, the exhibitors should be allowed to cover the costs of setting their venues while also been told to contribute something for the space allocated. Such strategies will increase revenues for the event and also ensures that the services and products offered by different stakeholders are of high quality since they paid for the space (Friedman and Miles, 2006). Issue 5 - Environmental dimension Environmental degradation e.g. litter is a common phenomenon when it comes to festivals or any place where thousands of people come together (Getz, 2002). Numerous types of wastes and impacts exist that affects the environment resulting in increase of carbon warming and thus degrading the environment. Moreover, environmental degradation comes with other complexities such as diseases and parasitic pests (Friedman and Miles, 2006). The negative effect of events takes place when the number of visitors visiting a region is greater than environment ability to cope with it within the limits that are acceptable (Weiler, Truong, & Griffiths, 2004). Moreover, increase in number of visitors place enormous pressure on a region and may lead to disastrous impacts such as increased pollution, soil erosion, natural habitant loss, discharges into waters, heighted vulnerability to ecosystem stability and increased pressure on endangered species. Numerous scholars present different views on the challenge with environmental degradation (Goldblatt, 2002: Ekerman andMoerdyk, 2006). These authors not only present the difficulties associated with events on the environment but also the benefits that are associated with these visitations. Examples of the benefits that are presented by these authors include conservation of the exploration, education and aesthetic aspect, and general understanding of the environment. The authors say that the benefits can be increased only if the difficulties are mitigated and hence conservancy of the environment. This means that the authorities and stakeholders in the environmental sectors should reduce the threats associated with environment, and this will contribute towards ensuring that the environment is preserved. Environmental degradation is a challenge that faces may festivals that include Melbourne Food and Wine Festival (Marketing and Events Committee Report, 2006). The large plantations of vineyards and other natural environmental factors have impacted greatly on the way that the festivals are held (Ekerman and Moerdyk, 2006). This means that the organisers should understand the impact of events on the environment, and formulate and implement appropriate strategies that ensure that the environment is conserved (Goldblatt, 2002). Different parts of the world have different environmental uniqueness meaning that different strategies should be formulated o prevent environmental depletion while ensuring that the events are successful (Tomljenovic and Weber, 2004). For example, how events are organised in Australia should not be the same as how events take place in semiarid areas such as in the Middle East. Melbourne Food and Wine Festival organisers have continuously understood the importance of environment in their daily life and also in ensuring that their events are successful. The event organisers of Melbourne Food and Wine Festival inform their visitors the impacts of their activities on the environment and they provide appropriate means in disposing any waste. For example, the festival organisers provides bins for dropping wrappings and liquid containers while ensuring what may be recycled in stored well for recycling. These strategies can be implemented through educational and motivational programs that champion these issues. Moreover, the government is supposed to formulate and implement effectively legislations and policies that support environmental conservancy. Conclusion Melbourne Food and Wine Festival is an example of festival that is visited by many people coming from across the world. The festival is usually organised by the local community, and the products that are been offered also come from the local community, but also the festival supports cuisines from other parts of the world. The festival champions festival tourism and improves the economies of the areas involved. Nevertheless, challenges exists that affects the way in which these festivals are carried out and the impact of these festivals to the community. Recommendations Some of the recommendations are: The event should consider incorporating communication and marketing strategies that champions marketing the event Diversification of products and services that are offered to ensure that different cultures and taste are provided for. The roles and responsibilities of different stakeholders should be clearly defined to prevent conflict of interest To enumerate both employers and volunteers, and to determine the most beneficial compensation that they can receive so that it can motivate them to work harder Subsidies should be provided because some restaurants and bars are at a distance meaning that subsidises will ensure that more visitors visit most or even all of the stalls The content and quality of the event website should be improved to ensure that the visitors can easily access most information required References Beames, G 2003, The Rock, the Reef and the Grape: the Challenges of Developing Wine Tourism in Regional Australia, Journal of Vacation Marketing, vol. 9, no. 3, pp. 205-212. Dann, G 1977, Anomie, ego-enhancement and tourism, Annals of Tourism Research, vol. 4, no. 4, pp. 184-194 Ekerman, G. and Moerdyk A, 2006, XKit Undergraduate Human Resource Management, Cape Town: Pearson South Africa. English, J., 2006, How to Organise & Operate a Small Business in Australia: How to Turn Ideas Into Success, 10th Ed. Sydney: Allen & Unwin Publishers. Friedman, A. and Miles, S 2006, Stakeholders: Theory and Practice, London: Oxford University Press. Getz, D 2002, ‘Why Festivals Fail’, Event Management, vol. 7, no. 4, pp. 209-219 Goldblatt, J 2002, Special Events: Twenty-First Century Global Event Management, 3rd Ed. New York: Wiley Publishers. Janiskee, R. (1980) ‘South Carolina’s harvest festivals: rural delights for day tripping urbanites,’ Journal of Cultural Geography, 1(Fall/Winter), pp. 96-104. Marketing and Events Committee Report, 2006, Melbourne Marketing Strategy 2007-2011, Marketing, Tourism & Major Events Melbourne Food and Wine Festival, 2012, 8 June 2012, O’Sullivan, D & Jackson, M 2010, ‘Festival Tourism: A Contributor to Sustainable Local Economic Development?,’ Journal of Sustainable Tourism, vol. 10: 4. Pedersen, T 2004, Festivals and Tourism: Marketing, Management and Evaluation. Sunderland: Business Education Tomljenovic, R. and Weber, S 2004, ‘Funding Cultural Events in Croatia: Tourism Related Policy Issues’, Event Management, vol. 9, pp. 51 – 59. Tum, J., Norton, P and Wright, N 2006, Management of Event Operation. London: Butterworth-Heinemann. Turner, V. (1982) ‘Introduction,’ in V. Turner (ed.) Celebration: Studies in Festivity and Ritual. Washington, D.C.: Smithsonian Institution Press. pp. 11-29. Tzelepi, M & Quick, S 2002, ‘The Sydney Organising Committee for the Olympic Games (SOCOG) “Event Leadership” Training Course – An Effectiveness Evaluation’, Event Management, vol. 7, pp. 245-257. Walle, A 2003, ‘Building a Diverse Attendance at Cultural festivals: Embracing Oral History/ Folklore in Strategic Ways’, Event Management, vol. 8, pp. 73 -82 Weiler, B, Truong, M & Griffiths, M 2004, ‘Visitor Profiles and Motivations for Visiting an Australian Wine Festival’, Department of Management Working Paper Series, ISSN 1327-5216 Read More