Tourism - Food, Wine, and Festivals - Case Study Example

TOURISM: FOOD, WINE & FESTIVALS-CASE STUDY ANALYTICAL REPORT {Insert Student’s name} {Insert tutors name} {Course name} June 4, 2012 Table of Contents TOURISM: FOOD, WINE & FESTIVALS-CASE STUDY ANALYTICAL REPORT 1 Running head: Tourism: food, wine & festivals-case study analytical report 1 Table of Contents 2 Tourism: food, wine & festivals-case study analytical report 17 2 TOURISM: FOOD, WINE & FESTIVALS-CASE STUDY ANALYTICAL REPORT 3 INTRODUCTION 3 DESTINATION MARKETING -ECONOMIC IMPACTS 8 FESTIVAL TOURISM -CULTURAL IMPACTS 10 CHALLENGES OF FOOD, WINE, AND FESTIVAL TOURISM-ENVIRONMENT 12 RECOMMENDATIONS 14 CONCLUSION 15 References 16 TOURISM: FOOD, WINE & FESTIVALS-CASE STUDY ANALYTICAL REPORT INTRODUCTION This essay will examine Melbourne food and wine festival that takes place annually. It will tackle issues such as industry involvement, environmental impacts, economic impacts, community involvement, and cultural impacts. The essay is organized into various sections, the introduction, discussion section which highlights the issues, recommendations, and conclusion. History of the example used The Melbourne food and wine festival was launched in 1993 and it is regarded as the only existing hallmarks events in Victoria. Operating on a non-profit basis, the charter of the event/festival is to promote quality talent, lifestyle, and produce of Victoria and Melbourne as well as reinforcing Melbourne as the wine and food capital of Australia. It started as a small event but currently it has grown and become an icon of various events such as Langham Melbourne Masterclass, the Cellar Door which is at Southgate and the world longest lunch (Lade & Jackson, 2004, p.13). DISCUSSION FESTIVAL TOURISM-SOCIAL IMPACTS According to Prentice & Andersen (2003, p. 8) social impacts are any form of impact which affect the life of local residents either positively or negatively. This section outlines the festival tourism focusing on the cultural impacts of the Melbourne food and wine festival. Studies have indicated that food and wine festivals result into establishment of a sense of sharing and belonging to the community, self esteem, pride, and spectacle which made Melbourne to be a focus of international attention (Delamere, 1997, p. 43). Collectively, the main and other smaller events contributed in attracting tourists both from interstate and overseas an aspect that increases international profile via destination branding and media exposure. The mentioned has resulted into expansion of opportunities for the purpose of industry development via increased investment and trade opportunities (Faulkner & Tideswell, 1997, p. 6). Furthermore, (Getz, 1991, p. 67) pointed out that food and wine festival results into rural development of the community which include aspects such as community image or pride, quality of the local life, and a sense of place. The developed sense being, community pride and stability is a crucial indicator of the community’s social capital. According to Hall (1989, p.23), the importance of recognizing the essentiality of social capital in maintaining a vibrant and healthy society has increased. The aforementioned has made tourism to be perceived an element that contributes to the economic well being of a community. Additionally, tourism provides an incentive not only to preserve the heritage but also the culture, despite it not adding to community’s social capital. Hall (1992, p. 30) in his study found out that the conservation projects of food and wine festivals successfully preserves the cultural heritage and the local community identified with the festivals projects. An example A case in study is Melbourne food and wine festival which is held annually. The festival has made Melbourne to feel a sense of pride and belonging and contribute to its success. Melbourne community has also developed and the community feels a sense of place. The way of life has also changed as the community has adapted to the food and wine being promoted in the festival. Critical lesson From the literature analyzed and the example presented it is evident that it is important to involve the community in organizing food and wine festivals so that they feel a sense of identity, pride and belonging. INDUSTRY INVOLVEMENT-ECONOMIC IMPACTS This section outlines industry involvement in the food and wine festivals. Food and wine festivals as emerging industry in the field of tourism, there are various benefits for food, wineries, and tourism industries. Nonetheless, various developmental issues still exist like non-existence of inter-industry collaboration. According to Hall (1992, p. 30) individual wineries that take part in the wine tourism give the customers an opportunity to try new products at minimal costs. Additionally brand loyalty is established and margins increased. Moreover, through the festivals, alternative distributions outlets for both the food and wine industries are likely to be created. According to Hall (1992, p. 31) an educational opportunity proves to be a non-threatening environment to develop both food and wine appreciation as well as establish awareness which may result into improvement in knowledge on wine, food and wine and food industries. Lade & Jackson (2004, p. 75) point out that cooperation between food and wine with the tourism industry is important for successfully operation of wine and food tourism. According to () establishing networks between the food and wine producers proves that they are capable of pooling available resources with an aim of promoting the local area. Despite the success of wine and food industry, there are other issues that hinder development of food and wine tourism. Some of these issues include lack of information regarding tourism industry which has resulted into poor perception by food and wine industries doubt the benefits that can be gained from tourism. Moreover, lack of experience in tourism in the food and wine industries. Lade & Jackson (2004, p. 79) in his study suggested food and wine destination development strategies. He pointed out that a number of Australian states have established strategic plans aimed at fostering the growth of food and wine tourism. In regard to the same various stakeholders cooperate with each to ensure success of the venture. Some of these include: wine and food industries, hospitability industry, tourism industry, interest groups and the community as well other agencies which will develop strategies with an aim of increasing social and economic benefits to the local community. An example In illustrating the mentioned, Melbourne food and wine industry will be applicable. For instance in making the event successful, Melbourne city offered about $270,000 if form of sponsorship. This made the event to undertake a number of activities which included promotion and signage, development of new events, and event logistics. It is evident that Melbourne food and wine festivals is the key event that that has built the reputation of Melbourne making it to be regarded as Australian epicurean capital. Additionally, the food and wine even positions Melbourne as one of the greatest gastronomic cities all over the world (Onyx & Bullen, 2000, p. 30). The provision of supporting tourism facilities and services by various organizations and individual businesses are some of the critical factors that have made Melbourne food and wine festival a successful tourism destination (Pearce, Morrison, & Rutledge, 1998, p. 56). To ensure the success of the events, organisers and participants included international wine industries and chefs such as Roy Choi, Maggie Beer, Nigella Lawson, Anne Gare, philippe Mouchel, and Stephanie Alexander The aspect of networking and partnership with various local, regional and international corporations in the food and wine industry has made the Melbourne to be regarded as a tourist destination. The organisers and managers of the festival ensured that they cooperated with the city of Melbourne, the community, government and food ad wine industry to ensure that the festival was successful (Ritchie, 1984, p. 10). Lesson learnt It is evident that festivals are effective examples that can assist in promoting food and wine tourism through stakeholders developing strategies and networking between different sectors. Finally, strategic planning is a key element for all the organizations involved and will help in the development of the industry. DESTINATION MARKETING -ECONOMIC IMPACTS This section will discuss the destination marketing of food and wine festivals in the tourism industry and the economic impacts involved. According to Weaver & Oppermann (2000, p. 98) it’s not only guests who looked forward to the festival but also individuals who are in wine and food industry making them to have huge returns in their businesses. Additionally, the hospitality industries that participate in the festival are in a position to promote their goods resulting into increased sales. For instance, the event manager receives positive message from the international presenters which later broadcast the information all over the world which results into huge returns. Furthermore, the positive impacts make managers to have great hopes of expanding the food and wine event in the future to include suburban food cultures. Researchers have further pointed out that food and wine festival result into a number of opportunities for existing business opportunities not only in Australian but also internationally. As a result of increase in the number of tourists within the region, new businesses have been established with an aim of creating accommodation for the tourists demand and as a result established businesses experiences high profits and continued business (Lade & Jackson, 2004, p. 67). According to Teo (1994, p. 17) one key benefit of the food and wine festival is the promotion it establishes for Australia as a nation. The festival has resulted into generation and creation of positive image for not only for the local community but also for Australian both regionally and internationally as a tourist destination (Lade & Jackson, 2004, p. 78). During the festival, the producers were in a position to create long term relationships with the clients resulting into an increase in the brand loyalty. The Melbourne food and wine festival further resulted into creation of opportunities for individuals to engage themselves in different or new eating practices. The mentioned made tourists to explore and familiarize themselves with new food and wines, which they continued to enjoy even after the event was over (Ballou , Godwin, Tilbury, 2000, p. 72). An example The 19th Melbourne food and wine festival that took place in 2011 had the highest attendance since its conception. According to Weaver & Oppermann (2000, p. 98) about 350, 000 registered and attend the 250 events of the festival. Despite the economic impact of the festival being carried out every year, 2011 festival is considered as the most successful. In 2011, the attendance increased by 178, 000 which is 43% compared to 2010. However, in 2010, the festival generated about 434.8 to the country’s economy (Taylor & Shanka, 2002, p. 166). Due to the fact that the spotlight was mainly placed on tourism-focused marketing in particular New Zealand market, the place has become an international market. The key market indicators included: in New Zealand publicity the returns were approximately $1.4 million an increase in the profit margin by 206% as compared to 2010 festival. Additionally, the Melbourne food and wine website had about 8371 visitors an aspect that translated to 124% increase as compared to 2010 (Teo, 1994, p. 227). Finally, the festival has also promoted tourism by illustrating key attractions and activities in Melbourne. Moreover, the festival has successfully differentiated the destination from others in Australia. Critical lesson learnt The section has highlighted changes in food and wine tourism destination due to changing desires of wine and food tourists. It is evident that food and wine tourism stimulates a country’s economy which can further act as a catalyst for the purpose of improving infrastructure of a place. Finally, it is evident that food and wine festivals can promote a particular destination as a food or wine tourism destination. FESTIVAL TOURISM -CULTURAL IMPACTS This section discusses the cultural impacts of the festival tourism. According to () food, and wine festival attracts experts all over the world including purveyors, commentators, critics, famed winemakers, growers, authors, and celebrity chefs who market Australian as an attractive tourism destination. Consequently, food and wine festivals build the reputation of the participating communities as a tourist destination. For instance the festival includes a number of events for the purpose of building the image of the community. There is a hallmark event as well other small-scale events during the duration of the festival which makes the destination appealing. The community is involved whereby the local wine and food industries as well as business establishments are encouraged to take part in making the event successful. Additionally, the communities partner with organizers of the food and wine festival to make it successful (Faulkner & Tideswell, 1997, p. 31). The festivals do not only depict the culture of community but also the Australian, Western culture and other cultures all over the world. The festivals mainly draw from the local/community culture which has various themes and traditions which emphasized community’s visual arts, performing arts, culinary arts via the food and wine festival making it an attractive tourist destination (Getz, 1991, p. 12). On the other hand, the event managers can successfully minimize the social impacts of the food and wine festival on the participating communities by ensuring effective legal, crowd and risk management. For instance, during the movement of the crowds was effectively managed. Additionally, it is important that the festival has sufficient space, good design, and layout for the various events attracting the people all over the world. Finally, the festival should have an effective ticketing system such as online ticket booking (Hall, 1992, p. 61) An example The city of Melbourne has well established reputation for variety of culinary which has been improved in the last decades as a result of regarding the festival as a tourism destination. Therefore, the success of the event is as a result of its diversity despite continued economic uncertainty. The Melbourne food and wine festival is developed with an aim of targeting the private and industry oriented companies and individuals drawn from all over the world. Moreover, visitors all over the world attend the event an aspect that enhances their experience by viewing Melbourne and Australia as a tourist destination. Additionally, the Melbourne food and wine festival has resulted into creation of off-season demand for various tourism industry services (Delamere, 1997, p. 17) For instance, the best local and biggest overseas and interstate chefs and wine personalities that were in attendance during the 2011 festival included Roy Choi, Maggie Beer, Nigella Lawson, Anne Gare, philippe Mouchel, and Stephanie Alexander attended the Melbourne food and wine festival. In 2010, the Melbourne food and wine festival won the hallmark of fame category in the RACV Victorian tourism Award. Critical lesson learnt It is evident that there are certain factors that result into success or failure of food and wine tourism. The discussions on the cultural, environmental, and social impacts of wine, food, and tourism have indicated that the element of sustainability is essential for the successful operation of the business. CHALLENGES OF FOOD, WINE, AND FESTIVAL TOURISM-ENVIRONMENT This section will highlight the political and environmental of food and wine festival/tourism in Australia as a tourist destination. Studies have indicated that, there are certain challenges that are experienced by food and wine festivals/events. Most industries and players have put in place standards and regulations for the purpose of ensuring safe wine and food consumption. Food standards entail storing, production, handling, packaging, and composition in addition t availability f information which may include: advertising, promotion, and labeling (Teo, 1994, p. 17). Some of these challenges include: packaging, storage, and availability of information. Furthermore, some food and wine festival has been accredited resulting into it being awarded the RACV Victorian tourism Award. According to Hall (1992, p. 24) development of accreditation systems and quality standards are essential in underpinning sustainable and local products. As a result of effective management and planning, food and wine festival are capable of sustaining themselves by maximizing profit. For instance, the festivals ensure maintenance of all the assets that are applicable in the tourism industry. This does not only entail the natural environment but also the cultural, social, and built environment (Ritchie, 1984, p. 10). Furthermore, the event incorporated the character and the culture of the Melbourne community making the festival sustainable as a tourism destination. However, according to Jago, & Shaw (1998, p. 27) there are challenges facing food, wine and festival tourism and Melbourne food and wine festival has never been an exception. Nonetheless, the festival had in place standards and regulations that ensured safe consumption of both food and wine. Lastly, environmentally the Melbourne had in place site development and infrastructure which were beneficial to the community as a whole (Hall, 1992, p. 69). Politically, it is important for the government and the participating city embrace the festival by partially sponsoring due to the fact that it drives big businesses. The food and wine festival has been used as one of the generators of income not only in community but to the nation as a whole. According to Getz (1991, p. 67) the main reason for organizing big events are political as they have proven to be better for international trade relations. The food and wine festival has attracted international and officials all over the world resulting into establishment of international trade relations. Example The organizers and managers of the food and wine festival cooperated with managers of the Melbourne city, the government, food and wine industries, and the Melbourne community to ensure cultural and social assets were sustained. Furthermore, politically it is evident that the government and the city of Melbourne embraced the festival by partially sponsoring due to the fact that it drives big businesses. Critical lesson learnt All challenges need to be addressed to ensure successful management of food and wine tourism. RECOMMENDATIONS Based on the above analysis, in order to ensure successful operation of an event, community should involved so that they do not feel alienated. Additionally, the event organizers should aim at expanding the finances of their organization by exploiting alternative financial sources. Finally, there is need to advertise and promote food and wine festivals as tourist destinations. CONCLUSION This report has outline the Melbourne food and wine festival as an aspect that promotes tourism making Melbourne to attract both interstate and international visitors. Some of the key issues that have been highlighted include: environmental impacts, industry involvement, challenges of food, wine, and festival tourism-environment, environmental and social impacts and how the issues result into making the festivals/events tourism destination. References Ballou , B, Godwin, N, H, Tilbury, V.(2000) Riverfest: managing risks and measuring performance at little rocks annual and arts festival, issues in accounting education, 15 (3), pp 483-512. Burns, J. P. A., & Mules, T. J. (1986). ‘A Framework for the analysis of major special events’ in: J.P.A. Burns, J.H. Hatch, & T.J. Mules (Eds). The Adelaide Grand Prix: the impact of a special event, The Centre for South Australian Economic Studies, Adelaide, pp. 5-38. Case Study by Lade and Jackson (2004), titled “key success factors in regional festivals” Delamere, T. A. 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