Food and wine events have gained popularity internationally. Their importance in local economic development has grown, especially in Europe, as they are seen as a source of income for local economic systems, a way for creating new job positions and effective tools for promoting and increasing typical product awareness and demand.
This book for the first time illustrates the positive and negative impacts of food and wine events from a stakeholder perspective by highlighting several critical aspects such as: (1) advantages and disadvantages of food and wine events; (2) best practice adoption for maximising benefits flowing from event creation; (3) community involvement and knowledge diffusion; (4) effectiveness in promoting local products and creating consumer awareness about products; (5) factors that promote or inhibit the success or achievements of wine and food events. Although the volume primarily focuses on events in Europe, comparisons are made to other regions in the world. Case studies are integrated throughout to illustrate the system of economic and social impacts linked to food and wine events, as well as best practices to achieve effective event management and maximize expected results.
Written by leading academics, this timely and important volume will be valuable reading for all students, researchers and academics interested in Events, Tourism, Hospitality, Gastronomy and Development Studies.
"This book is highly suitable for students who desire to learn about the opportunities and challenges of mounting events, both for-profit and not-for-profit. It is suitable for professional event organizers who want to develop a deeper understanding of how to convey the tangible benefits of their efforts to stakeholders and/or who seek proven "Old World" approaches to marketing food and wine. For researchers in the field, this is an invaluable compendium of cutting-edge theory and illustrations of an as yet under-studied phenomenon. For teachers, the text could also be used as a supplemental reader in a Hospitality Management or Wine Marketing course for the growing number of related business programs around the globe." – Armand Gilinsky, Sonoma State University, USA
Part One 1. The importance of a stakeholder approach to investigate (and plan) food and wine events: research issues in a european perspective Cristina Santini, Alessio Cavicchi 2. Food and wine events in europe and the new world: A comparison Steve Charters, Richard Mitchell 3. Food and wine events as permanent institutions Donald Getz 4. Culture and authenticity in food and wine events Alan Clarke 5. Food and wine events: a driver of local economic development Jean-Guillaume Ditter Part Two Section One: Tourism industry and “food and wine” firms 6. Food and wine events in the context of an ultra-peripheral wine region: The case of FIVIPAL in La Palma Island, Spain Abel Alonso and Alessandro Bressan 7. Expanding the scope of traditional rural products through events, tourism, and hospitality: a preliminary case study of Italy’s GirOlio Abel Alonso and Alessandro Bressan 8. Running, walking, wining and dining in the Chianti countryside: the development of an active eno-gastronomic event and the changing role of the stakeholders Giovanna Bertella 9. Business-to-business service quality assessment in professional wine events: the case of Vinitaly Roberta Capitello, Lara Agnoli, Antonino Galati, Diego Begalli, Maria Crescimanno 10. Eurochocolate: an instrument of valorization for Perugia and its territory BiancamariaTorquati, Fabio Maria Santucci, Giulia Giacchè, Chiara Paffarini, Elisa Ascione, Chiara Taglioni 11. If Jesus had lived now, he would have attended the Gladmatfestivalen (The Stavanger Food Festival) Reidar J. Mykletun Section 2: Local Governments And Communities 12. Food and wine events in Sardinia: the role and performance of institutions and local governments in the ‘Sardinian young wines exhibition’ Graziella Benedetto, Gian Luigi Corinto 13. Food festivals as purpose-created tourism attractions and their impact on destination branding. Lessons learned from the development of a regional food festival in Bulgaria Miroslava Dimitrova, Ivelina Yoveva 14. Promoting local? developing sustainable local food and drink supply networks within destination development Claire Haven-Tang Section 3: Visitors and tourists 15. Interest in food events: some insights from swedish consumers Tommy Andersson and Lena Mossberg 16. The drink driving dilemma in connection with food and wine events: a cross-national evaluation of best-practice solutions from the Generation Y’s point of view Albert Stöckl, Erhard Lick, Alessio Cavicchi, Benoît Lecat, Albert Moreno, Cristina Santini and Birgit Treiber