Hall C. Michael - Food and Wine Festivals and Events Around the World

Food and Wine Festivals and Events Around the World

Development, Management and Markets

Food and Wine Festivals and Events Around the World

Development, Management and Markets

C. Michael Hall

and

Liz Sharples

Butterworth-Heinemann is an imprint of Elsevier

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First edition 2008

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A catalog record for this book is available from the Library of Congress

ISBN: 978-0-7506-8380-7

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List of Exhibits

List of Figures

List of Tables

List of Plates

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List of Contributors

Wendy Barrie, Consultant, Scottish Food Industry

Liping A. Cai, Department of Hospitality and Tourism, Purdue University, USA

Fiona Crawford, formerly Department of Management, University of Canterbury, Christchurch, New Zealand

Stuart Crispin, School of Management, University of Tasmania, Launceston, Tasmania, Australia

Tim H. Dodd, Texas Wine Marketing Research Institute, Texas Tech University, USA

Jane F. Eastham, Faculty of Organisation and Management, Sheffield Hallam University, England

C. Michael Hall, Department of Management, University of Canterbury, Christchurch, New Zealand and Department of Geography, University of Oulu, Finland

Atsuko Hashimoto, Department of Tourism and Environment, Brock University, St. Catharines, Ontario, Canada

Anne-Marie Hede, School of Hospitality Tourism and Marketing, Faculty of Business and Law, Victoria University, Melbourne, Victoria, Australia

Meg Houghton, School of Sport, Tourism and Hospitality Management, La Trobe University, Victoria, Australia

Na Jiang, formerly Faculty of Organisation and Management, Sheffield Hallam University, England

Lee Jolliffe, Faculty of Business, University of New Brunswick, New Brunswick, Canada

Carol Kalkstein-Silkes, Department of Hospitality and Tourism Management, Purdue University, USA

Xinran Y. Lehto, Department of Hospitality and Tourism Management, Purdue University, USA

Sally Linton, Indiana Wine Grape Council, Food Science Department, Purdue University, USA

Howard Lyons, Faculty of Organisation and Management, Sheffield Hallam University, England

Richard Mitchell, Department of Tourism, University of Otago, Dunedin, New Zealand

Alastair Morrison, Department of Hospitality and Tourism Management, Purdue University, USA

Dirk Reiser, School of Management, University of Tasmania, Launceston, Tasmania, Australia

Ian D. Rotherham, Faculty of Development and Society, Sheffield Hallam University, England

David Scott, Department of Tourism, University of Otago, Dunedin, New Zealand

Liz Sharples, Faculty of Organisation and Management, Sheffield Hallam University, England

David J. Telfer, Department of Tourism and Environment, Brock University, St. Catharines, Ontario, Canada

Jingxue (Jessica) Yuan, Department of Nutrition, Hospitality and Retailing, Texas Tech University, USA

Acknowledgements

As tourism and hospitality education and research has developed so the field of study has also become more specialized. This book is in part testimony to that, but it also demonstrates the way in which a topic such as food events is able to link together a wide range of approaches and interests so as to focus on what is becoming an increasingly important area in the development of sustainable hospitality and tourism.

The present volume builds on our previous work, with respect to wine and food, but also provides some new focal points in research. In addition, many of the chapters also reflect the way in which academic research can be connected with the day-to-day problems facing communities as they seek to develop and sustain the social, environmental and economic resources on which they depend.

We also wish to acknowledge the help and support of a number of people without whom this book would not have been produced. Michael would like to thank Tori Amos, Nick Cave, Bruce Cockburn, Tim Coles, Fiona Crawford, David Duval, Ebba Forsberg, Stefan Gssling, Dieter Mller, Stephen Page, Jarkko Saarinen and Nicola van Tiel and Sandra Wilson for stimulating thoughts and examples on food and wine events while the book was being undertaken, and Jody Cowper for assistance with food research. Special thanks are also due to a number of providors for their physical sustenance: the Canterbury Cheesemongers, Banfields of Beckenham, Johnsons Grocery, the Victoria Markets, the Granville Island Markets and the fine cheesemakers of Vasterbotten.

Liz would like to thank Doreen Blakemore of Newcastle upon Tyne Farmers Market; Beth Cohen, John Fleming, Graeme Kidd, Phil Maile and all her friends associated with the Ludlow Food Festival; Paul Nicoll, Marianne Blaauboer and Shona Hendrick of the National Trust and her friends at Slow Food Sheffield who share her passion for good food and celebration.

Liz would also like to dedicate this book to her father, Wesley, who continues to be a great inspiration and to her Mum, Ann, in her 80th year. She would also like to thank her daughters Kathy and Vicky for their patience and understanding throughout the project.

The editors and authors would like to thank Sally North and all the team at Elsevier Butterworth Heinemann for the ongoing support for this project.

Part I

Context

Chapter 1

Food Events, Festivals and Farmers Markets: An Introduction

C. Michael Hall and Liz Sharples

Food events, sometimes referred to as hallmark or special events are fairs, festivals, expositions, cultural, consumer and industry events which are held on either a regular or a one-off basis. Hallmark events have assumed a key role in intern ational, national, regional and firm tourism and food and wine marketing and promotion strategies. From a business perspective their primary marketing function is to provide products, sponsors, host communities and other stakeholders with an opportunity to secure high prominence in the marketplace while also adding brand value and building customer and consumer relationships (Hall and Mitchell, 2008).

Events have assumed an important role in tourism and marketing in recent years and have developed their own specialist professional organizations and niche area within tourism and visitor studies. At the same time the study of food and wine tourism, which is sometimes also referred to as gourmet, culinary or gastronomic tourism has also grown in importance (Hall et al., 2000, 2003b). Food events therefore lie at the intersection of these two fields (social concerns relating to the nature of contemporary agricultural systems, conservation of rural landscapes, maintenance of rural lifestyles and communities, and concerns over food quality. Because of these factors, food events are