TOURISM: FOOD, WINE & FESTIVALS-CASE STUDY ANALYTICAL REPORTINTRODUCTION 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 usedThe 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.