Melbourne Food and Wine Festival - Case Study Example

Food, Wine and Festivals: The case of Melbourne Food and wine festival Presented by: Student's Name: Course Name and Number: Instructor's Name: Date Submitted Table of Contents Table of Contents 2 Literature Review 3 Food, wine and festivals as tourist attractions 4 Sustainable food, wine and festivals tourism destination development 6 Food and wine festivals and Inter-industry Integration 8 Conclusion and Recommendations 10 Appendix 1: Melbourne Food and Wine Festival Images 14 Appendix II: SWOT Analysis of Melbourne Food and Wine Festival 15 Literature Review This study recognizes the important role food and wine festivals play a crucial role as far as tourist attractions are concerned. Food and wine festivals are important because they are the seedbed for development, provide a country with foreign exchange and also provide employment opportunities to a large mass of people. The adoption of internet technology has significantly contributed to their performance (Getz, 2010, pp.1-50). Though several studies about tourism exist, little effort has gone into studying the impact of food and wine festivals. Most of the theoretical and empirical research has never discussed the issue of food and wine festivals. This neglect exists despite the fact that food and wine festivals plays a crucial role in enhancing a country’s economy. An assessment of food and wine festivals is therefore, overdue. Food and wine festival was not a common phenomenon in Australia until recently. Today, the concept of Food and wine festival has been largely embraced throughput the country as an effective way of land usage. While it is believed that the concept of food and wine festival began in early 1990s; the growth can only be regarded as steady, not impressive. Good evidence that proves that food and wine festival is still an infant industry in Australia is the preference among tourists to visit environmental zones such as the Kangaroo Island. Nonetheless, Australia has made tremendous efforts to develop its food and wine festivals in order to enhance tourism. The Australian government has partnered with various global non-governmental organizations like the World Wildlife Fund in order to promote food and wine festival as a major tourist destination. Furthermore, the government has spent much in promoting food and wine festivals. This in turn, has led to job creation among local people (Cleave, 2011, p. 504). To shed more light on the food and wine festival, this paper seeks to explore Melbourne Food and Wine Festival. The paper will also explore the cultural, social, economic and environmental impacts of Melbourne Food and Wine Festival on Australians. The Melbourne Food and Wine Festival was established in 1993 to provide an opportunity for wine producers to promote their products and talents and to promote the lifestyle of Melbourne and Victoria. It is held in across 14 days in March every year (Hall & Sharples, 2012, p. 90). In 2011, this festival attracted more than 350,000 visitors from different parts of the world and had more than 250 events. At its core, this festival is about community, creativity and ritual of taking the time out of busy lifestyles. This festival is usually prepared by local and international hospitality and food organizations. Different types of foods and wine brands from different organizations are widely used in this festival. According to Hall and Sharples (2012, p. 90), this festival attracts food and wine experts from various parts of the world including renowned growers, wine-makers, chefs, food and wine commentators, authors, purveyors and critics. Food, wine and festivals as tourist attractions The food, wine and festivals have various positive and negative impacts on the host community. Australia has an extraordinary rich heritage of what the ancient people experienced, did and transmitted on to their younger generation. This cultural heritage plays a crucial role of linking indigenous forefathers and mothers with their children. According to scholars such as Barbosa (2000) a rich heritage enables future generation to have a feeling of what their past generations used to do several years ago. Tourists across the globe travel to areas with a rich heritage in search of adventure, archeology, and history and to interact with the local communities. Over the past two decades, cultural tourism heritage in Australia has become an appeal aspect of tourist destination. Tourists usually visit the land in order to experience the rich heritage. The Melbourne Food and Wine Festival have played a crucial role of empowering the local community through involvement and cultural appreciation. Dredge (2011 pp. 364), in his studies, argued that the Melbourne Food and Wine Festival plays a prominent role of revitalizing the Australian culture. The Melbourne Food and Wine Festival offer guests with an opportunity of savoring various dishes. Dishes usually range from quick foods to set menus. In addition, traditional dancers normally provide visitors with the much needed entertainment. Community festivals are developed and organized by the local community. They are held in cerebration of specific themes that are developed from the local community. As such, food and wine festivals play a key role shaping social interactions and socially-generated behaviors of the members of a community (Fredline & Faulkner, 2002, p. 117). In turn, they influence the image and reputation of a community in the eyes of visitors and tourists. As Wood 2005 explains, community festivals provide community members with an opportunity to develop a sense of community or a sense of belonging to the local community. As well, festivals provide opportunities for community members to establish social networks, which contribute to the creation of social capital and establishment of social cohesion (Fredline & Faulkner, 2002, p. 117). The Melbourne Food and Wine Festival have played a crucial role of enhancing people’s living standards (Flinders Universities & Adelaide, 2011, P.1-22). The activity has encouraged major developments works in the area. It has also enhanced the injection of new money from other countries thus, spurring Australia’s national economy (Baxter & berries, 1995, PP.67). Major development projects have been initiated in Melbourne, and this has in turn created jobs to local people. The increasing guests needs in Melbourne have paved way for such infrastructural facilities like superb road, health amenities and schools (Dredge, 2011, pp364). According to Hall and Sharples (2012, p. 98), Melbourne Food and Wine Festival has incorporated environmental practices in all of its aspects. To start with, is certified by Victoria government’s Department of Sustainability and the Environment as a Waste Wise Event. As part of its certification, the managers and organizers of Melbourne Food and Wine Festival follow a five-step approach recommended by Department of Sustainability and the Environment to consider the environmental impact this festival and to develop strategies to neutralize negative ones (Hall and Sharples, 2012, p. 98). For instance, waste reduction and recycling systems are employed to avoid litter and waste where possible. According to Hall and Sharples (2012, p. 98), the organizers of this festival promote the use of reusable packaging instead of disposable packaging. During the festivals, the organizers promote adoption of sustainable waste management systems to the attendees. Importantly, this festival works with key stakeholders (the food and wine and hospitality industries) and encourages them to embrace the notion of sustainability, both within the context of the festival and within their daily operations (Hall and Sharples, 2012, p. 98). Sustainable food, wine and festivals tourism destination development In recent years, the Australian food and wine festival has recorded an immense growth (Yuan, et.al.2005, pp.41-58). That notwithstanding, the food, wine and festivals industry has faced several challenges that are hindering the realization of its full potential. One of the greatest challenges facing the food, wine and festivals industry in Australia is conflicts. That notwithstanding, the Melbourne Food and Wine Festival pose several disadvantages to the local community. For instance, the activity has led to commercialisation of German culture and loss of cultural identity. The Australian federal government can ensure sustainability of cultural outcomes through the diversification of the product base and encouraging the preservation and conservation of the cultural and natural heritage. In addition, the Melbourne Food and Wine Festival management need to liaise with major stakeholders in order to enhance cultural outcomes(Small, Edwards, & Sheridan, 2005, pp.1-12). In the recent past, there have been negative social impacts of festivals including increased noise, over-congestion, drug taking and vandalism (Getz, 2002, p. 212). The best strategy to effectively manage social impacts of festivals within communities is through community involvement and consultation. This can be achieved through strategies such as participation facilitation, community input and feedback facilitation, inclusive programming, incentives, local business involvement, associations and community development and capacity building. As Carlsen and Getz (2006 .p 267) explain, crowd management strategies are also needed in order to reduce the negative social impacts of festivals. Food and wine Festivals have contributed to the clearance of native vegetation that exists in the upper catchment areas. These areas are susceptible to the impacts of climate change (Steffen et.al.2010, pp.54). Some of the major issues that can affect the land include the rise in sea level, biodiversity, changes in rainfall, and changes in the fire ecology. Also, there have been massive displacements, land ownership issues, pollution, habitat annihilation among other issues in recent years and this has caused conflicts in the land (Wilson, 2006, PP.376). To address these challenges, the federal government should put up measures that will ensure the tourism industry continue to be the leading sector. Among the measures that need to be taken by the Australian Federal Government include the diversification of the product base, addressing the financial and regulatory impediment, enhancing the skill levels and industry standards and encouraging the preservation and conservation of the cultural and natural heritage. The Federal government should also develop a draft that will ensure that the food, wine and festivals industry is more sustainable. Thus, the government should focus on niche markets and the business yields to achieve sustainable food, wine and festival tourism growth in Australia. The Tourism Division should carry out liaison and research functions with major stakeholders in an effort to enhance food, wine and festival tourism. Indeed, the Tourism Division should ensure that structural reforms are put in place in order to ensure Melbourne becomes one of the ideal tourist destinations across the globe. Food and wine festivals and Inter-industry Integration In most cases, food and wine businesses cooperate with other tourism businesses in order to satisfy requirements of tourists. Apart from tourism businesses, food and wine businesses need to cooperate with other industries such as agriculture is necessary since they provide supporting components, such as raw materials (Hall et al, 2003, p. 67). These inter-industry net-works or partnerships are essential for the success of an industry. As Hall et al (2003, p. 67) explain, food and wine festivals play a critical role in development of effective networks and partnerships between food and wine tourism industry and other industries. These festivals help in strengthening or building new networks across industries through sponsoring, organizing and/or participation in festivals. Some festivals help in the development of new partnerships between industry sectors at local, national, regional and international levels (Hall & Mitchell, 2002, p. 175). To maximize inter-industry integration benefits in the long-term, most food and wine festivals employ strategies such as package programs through partnerships, establishment of inter-industry associations and relationship building through sponsorships (Hall & Mitchell, 2002, p. 175). One of the benefits of this kind of integration is that it enables small operators to work on product development and to achieve higher economic benefits. Since its establishment in 1993, Melbourne Food and Wine Festival has grown to become the largest food and wine festival in Australia with a schedule of more than 250 events by 2011 (Pandazopoulos, 2008, p. 28). Among other benefits, this event has highly facilitated the integration between food and wine tourism industry and other industries in Victoria. During this festival, businesses dealing with food and wine tourism show their experiences in the industry by promoting their products. It thus provides an opportunity for inexperienced producers to learn new ways. Unsuccessful businesses in the food and wine tourism industry are also given an opportunity to promote their products. Apart from food and wine experts, this event attracts renowned wine growers, winemakers and chefs from different sectors. As well, it facilitates champions and less successful businesses in the food and wine industry to know each other and to corroborate with each other in various ways. As well, this festival provides an opportunity for food and wine leaders to discuss and find solutions to challenges they come across collectively and individually (Pandazopoulos, 2008, p. 28). Remarkably, the Melbourne Food and Wine Festival provide a good opportunity for food and wine businesses to integrate and to form networks and partnerships among themselves. By attracting individuals such as Chefs, wine growers and wine makers, this festival facilitates the formation of networks with sectors such as hotel and restaurant, agriculture and wine refineries. In this regard, it provides an opportunity for the formation of partnerships between food and wine businesses and other businesses. However, there is a need for the festival to create more opportunities for networking and partnerships among businesses from different industries, other than hospitality and food and wine industries. This will help to raise the level of integration between industries in Victoria. Conclusion and Recommendations The food and wine festivals undoubtedly provides visitors with panoramic experience that relieves the hustle and bustle of the harsh life. The food and wine festivals attracts tens of thousands of visitors. The Melbourne food and wine festival generates both positive and negative impacts on the host community. For instance, the food and wine festivals have contributed to Australia’s economic growth. The success of food and wine festivals across Australia has been made possible by the existent of a government sector that is efficient, a competitive business sector, and a labor market that is flexible. Through sound management plan, Melbourne will emerge as one of the most preferred tourist destination across the globe. Australian leaders should ensure that strong policies and institutions are established in order to support the sustainability of the food and wine festivals. The Melbourne Food and Wine Festival do not effectively contribute to traditional and cultural meanings shared by Victorian community. In fact, promotion of foreign practices in the event may slowly erode local culture and the importance of this festival as a ritual (Hall & Sharples, 2012, p. 97). Thus, it is imperative for the Festival to focus more on promoting local culture and to protect traditions and cultural meanings shared by Victorian community. To achieve this, there is a need to promote or to encourage the promotion of local customs to the visitors of Melbourne Food and Wine Festival. This will also make this event more unique and more attractive to tourists (Hall & Sharples, 2012, p. 97). Secondly, Melbourne Food and Wine Festival largely facilitate the formation of networks and partnerships among hospitality and food and wine industries. To be more successful in attracting tourists, it is essential for the festival management to involve other industries more, such as agricultural and manufacturing sectors. This will help to facilitate beneficial networks and partnerships between food and wine industry and other industries which have not formed links with it. In addition, this will help to attract wineries and wine-makers who are reluctant to be involved in the tourism industry (Hall & Sharples, 2012, p. 98). Additionally, Melbourne Food and Wine Festival can facilitate inter-industry integration through inclusion of programs designed to provide industries with adequate information about the importance of integration. Finally, Melbourne Food and Wine Festival have been successful in maximizing positive environmental impacts through various strategies. However, there are minimal efforts to discourage the use of non-renewable resources. To be more successful, there is a need for the festival put more efforts in supporting sustainable tourism through discouragement of use of non-renewable resources. References Barbosa, L. C. 2000. The Brazilian Amazon Rainforest: Global Ecopolitics, Development, and Democracy. University Press of America, New York. Baxter, C & berries, M. 1995. An Annotated List of Birds of Kangaroo Island. National Parks and Wildlife Service. Australia. Carlsen, J. & Getz, D. 2006. Strategic Planning for a Regional Wine Festival: the Margaret River Wine Region Festival, in J. Carlsen and S. Charters (Eds). Global Wine Tourism, CAB International, Wallingford. Cleave, P. 2011. “Food and wine tourism: Integrating food, travel and territory,” tourism geographies. Vol 13, Iss. 3 pp. 504 – 505. Dredge, D.2011. Stories of Practice: Tourism Policy and Planning. Ash gate Publishing Ltd, Farnham. Flinders Universities & Adelaide.2011. Regional Development Australia: Adelaide Hills, Fleurieu and Kangaroo Island. Australia: South Australian centre for economic studies. Fredline, E., & Faulkner, B. 2002. “Variations in residents' reactions to major motorsport events: Why residents perceive the impacts of event differently,” Event Management, Vol. 7, pp. 115-126. Getz, D. 2002. “Why Festivals Fail,” Event Management, vol. 7, pp 209-219. Getz, D. 2010. The Nature and Scope of Festival Studies: International Journal of Event Management Research. Vol. 5. No. 1. Obtained from < www.ijemr.org/docs/Vol5-1/Getz.pdf‎> Hall, C.M & Sharples, L. (2012), Food and Wine Festivals and Events Around the World. Routledge, London. Hall, C.M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. 2003. Food Tourism around the World: Development, Management and Markets. Butterworth-Heinemann, Oxford. Hall, M & Mitchell, R. 2002. The Changing Nature of the Relationship between Cuisine and Tourism in Australia and New Zealand: from Fusion Cuisine to Food Networks, in A.M. Hjalager and G. Richards (Eds.) Tourism and Gastronomy, Routledge, London. Pandazopoulos, J. 2008. Victoria’s Food and Wine Tourism Plan 2004-2007. Viewed June 13, 2013 Small, K, Edwards, D & Sheridan, L. 2005. A flexible framework for evaluating the socio cultural impacts of a (small) festival. Vol. 1. No. 1. University of Western Sydney, Australia. Steffen, W et.al.2010. Australia's Biodiversity and Climate Change. London: Csiro Publishing. Wilson, E.O.2006. Nature Revealed: Selected Writings, 1949-2006. JHU Press, Maryland. Yuan, J, Cai, L, Morrison, M & Linton, S. 2005. An analysis of wine festival attendees’ motivations: A synergy of wine, travel, and special events? Journal of Vacation Marketing. Vol. 11. No. 1. Appendix 1: Melbourne Food and Wine Festival Images Appendix II: SWOT Analysis of Melbourne Food and Wine Festival Strengths: Attracts world renowned chefs, winemakers, and wine growers It is the world’s longest lunch Attracts tourists from various parts of the world It is sponsored by many, well established organizations in the tourism industry Well funded and has adequate facilities Carried out in a populous city of Melbourne Management has adequate skills and knowledge on event planning and management Increased level of participation by Melbourne residents Weaknesses: Visitors have to purchase tickets in order to attend some events Opportunities: Victoria government’s support to food and wine tourism Increased awareness of importance of food and wine festivals among Australians Melbourne residents have medium to high levels of incomes Famous that competitors Threats: Increased strength of Australian dollar in comparison with U.S dollar discourages visitation by foreigners. Read More