IntroductionThe 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. DiscussionIssue 1 - The cultural impacts of ritual-oriented festivalsRitual 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).