Many tourism, leisure or consumer behaviour studies have explored motivations for travellers to attend food events, such as food and wine festivals. These studies have identified potentially useful results regarding the characteristics, involvement and perceived value of attendees/visitors. In contrast, studies about businesses involved in supplying the experience are much more limited.
In collaboration with other academics based in Europe, this project investigates motivations among European micro and small food producers/manufacturers to attend food-related events.
The findings could have important implications for participating businesses, event organisers and visitors. For example, and from a practical perspective, learning about participating businesses’ perceived benefits, or their perceptions on ways to improve their experience at the festival could also lead to improvements by the organisers. In turn, these improvements could result in a more memorable experience for both groups of participants, with potential impacts in terms of the quality of the product/service provided, repeat patronage and word-of-mouth advertising among visitors, and overall, enhancing the image of the festival and the region.
The project commenced May 2014 and completed in 2016.
Duarte Alonso, A. (2016). Stakeholders, collaboration, food and wine: The case of Jumilla’s Gastronomic Days. Journal of Convention and Event Tourism, 17(3), 173-191.
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