Melbourne Food and Wine Festival

The Melbourne Food and Wine Festival is a hallmark event that promotes tourism and showcases Australian culinary credentials. It provides opportunities for local businesses and chefs to showcase their products and services. The festival features fresh seasonal produce, innovative chefs, and popular restaurants, making it an attractive destination for tourists and locals alike.

Running head: FEATURES OF HALLMARK EVENT
Features of Hallmark Event
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Hallmark tourist events are indicative of the fairs and expositions that have
international status. They are held on either regular or on that of one-off basis. An important
feature of hallmark event is providing the host community with opportunities so that they can
get high prominence within the market of tourism. International along with regional
prominence can be gained with the help of social along with that of environmental costs.
Melbourne Food and Wine Festival is run by that of Food and Wine Victoria Limited which
is held annually in the month of March (Melbournefoodandwine.com.au 2018). It helps in
promoting the Victorian wine along with that of the wine culture. The main charter of the
festival is the promotion of lifestyle of that of Melbourne along with that of Victoria. This
essay analyzes the features in relation to Hallmark Event and how it relates to that of tourism.
An important trait of a Hallmark event is in attracting food along with wine experts
from throughout the world. The food along with the wine lovers can indulge themselves in
that of the labyrinthine network of that of the restaurants. The laneways along with the
dizzying rooftops that spills into that of regional Victoria makes it an attraction among the
people. The Melbourne Food and Wine Festival cultivate the things that make up Melbourne
and that of the surrounding regions. The Melbourne Food and Wine Festival has abundance
of that of fresh seasonal produce along with that of bustling food markets that provide the
customers with plenty of choice from which they can select their favourite food and wine.
They also boast of innovative chefs along with that of award-winning restaurant that makes it
popular to people residing in Australia as well as around the world. A unique feature
pertaining to Hallmark Event is that the kind of hospitality offered and the kind of talent sets
it apart from that of the rest of the festivals. A Hallmark Event brings together people from
the local industry as well. It helps in shining light on that of Victoria acting as a world-class
gastronomic destination.

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A hallmark event can attract tourists owing to the magnificent nature of the event.
Events can act as an important motivator in relation to tourism. Event Management comprises
a fast growing field of profession in which the tourists comprise that of the potential market
in relation to the planned events. The Melbourne Food and Wine Festival have certain
legends associated with it. A hallmark event is held on regular basis and people get drawn
into this kind of event on account of its popularity among the people. The Melbourne Food
and Wine Festival is generally held in the month of March over a course of 20 days. The
event and the place are linked to each other that helps in making the Melbourne Food and
Wine Festival all the more memorable. The event along with the place are linked to each
other and they cannot be separated. This helps in creating an aura regarding the festival in
front of the consumers. Each year new inductees are selected who become the festival
legends and they join the ranks of that of the most prestigious chef of Victoria (NS Robinson
and Getz 2014). The program of Melbourne Food and Wine Festival provides opportunity for
early breakfast, Watermelon Festival, Organic and Wild Food Tour and that of World’s
Longest Lunch. The visitors can engage themselves in the programmes and they can enjoy
the signature dishes of that of world class cooks. People who are running their own
restaurants visit the event and show their culinary skills in the event.
A hallmark event is marked by the meeting of people belonging to diverse
communities. People from different nationalities come together in order to celebrate the
event. The free event helps in showcasing food, music along with entertainment from people
who are living around the globe. Tourists visit the event and they engage themselves in the
joyous revelry of the Melbourne Food and Wine Festival. A hall mark event stands out as it
celebrates multicultural events and it celebrates culture along with that of diversity. The
social exchange theory suggests that social change occurs on account of negotiated exchange
that takes place between that of two parties. This theory suggests that human relationships

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can be formed on account of cost-benefit analysis along with that of comparison of the
alternatives. A hall mark event like that of Melbourne Food and Wine Festival provides
opportunity for the gathering of people and the mode of exchange that takes place in this
event would help them in learning valuable things. It can help in meeting the self-interest in
relation to different parties and the social exchange helps in bringing satisfaction to the
people who gets fair return in relation to the expenditures. A hall mark event believes in the
factor of contribution so that it can give birth to a better community. Food acts as the basic
fabric in relation to society and it can act as an ingredient of that of social change (Lee et al.
2017). It can help in the process of strengthening of a community. In a hallmark event, people
work with the community partners that can elevate good work within that of the local
community. They can help in contributing to the depth of the program by the hosting of an
event that is free during the course of the festival.
The Melbourne Food and Wine Festival provide opportunities to that of the promising
new brands. It acts as the best way that can help in launching food along with that of
beverage establishment (Jung et al. 2015). This festival is visited by that of hundreds of
visitors and big names from that of the hospitality industry take part in this event. Upcoming
new talents who have got amazing food concept also partake of the festival. An enterprise is
given an identity with this kind of a festival and the small brands can learn from that of the
big brands regarding how one can deal with that of the different situation along with
conditions (Kim, Duncan and Chung 2015).
The Melbourne Food and Wine Festival gives opportunities to the new people so that
they can set up their own stall within that of the food festival. The new companies do not
have the requisite amount of budgets in order to promote themselves and this kind of a
platform opens up avenues for them so that they can promote themselves in the market. The
companies can get promoted on that of different social media pages and the top companies

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can display the products in this kind of a festival. The special kind of recipes that are
displayed at this kind of Melbourne Food and Wine Festival includes that of Lavazza’s
Coffee Sorbet, deep fried soft shell crab, perfect healthy burger, coconut mojito and that of
Magda Martini (Meretse, Mykletun and Einarsen 2016).
Scholarships are also offered by this kind of festive event and it allows the Australian
hospitality workers the opportunity to work in that of hospitality businesses. Scholarship
prizes are facilitated by that of the Melbourne Food and Wine Festival by the help of
extensive global network of the event. The international work experience are suited to that of
the career interests- paddock, cellar and the kitchen. After their return to that of Australia, the
winner can be partnered with that of local industry leader for the mentorship program. It can
help in expanding the industry experience along with that of the connections within the
chosen field. Offering these kind of scholarships are also the unique features of these kind of
event.
The highlights of the Melbourne Food and Wine Festival are that of International
Chef Dinners, House of Food and Wine Hotel, Wine Program, Theatre of Ideas and that of
Crawl and Bite. These events are a major draw for the visitors and even the tourists take
partake of these event. The festival offers opportunities for the best sommeliers and there are
advocates of that of zero-waste cooking along with that of ethical food. The festival also
offers opportunities for staying and drinking and the visitors can relax and enjoy the gala
event.
A hallmark event can be linked with that of urban development program and they
have long term repercussions on that of the cities. These kind of hallmark Event like that of
American Food and Wine Festival can act as an economic booster and these kind of events
can act as a vehicle for that of urban transformation. Fiscal demand in relation to these kind

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of projects can lead to permanent alteration within that of the urban environment. Revenues
can be gathered from that of the visitor spending and that of the event receipts. Tourism can
hence be promoted with the help of this kind of an event. These kind of an event helps in
focussing on that of the national along with international attention of that of the host city.
These events occur for a short period of time and have great impact on that of the host city.
The Melbourne Food and Wine Festival attract tourists from throughout the world and it
helps people in knowing about the rich cultural heritage of Australia.
Marketing helps in understanding the needs along with the wishes pertaining to that of
the potential buyers. The marketing of that of tourist destinations helps in adding two more
elements that of politics along with paucity. The goal of a business operation is in keeping the
clients satisfied. On the event of the needs of the client being satisfied he will share the
experience with that of other people. The Melbourne Food and Wine Festival helps in
popularizing the place along with that of the different kinds of brands of food along with
beverages that are offered in the festival. The mixture of the physical products along with that
of the cultural goods comprises to be a distinct approach in relation to marketing and an
exchange takes place between the consumers along with that of provider of the tourism
service.
The Melbourne Food and Wine Festival helps in promoting Melbourne like that of the
food along with wine capital of that of Australia. Initially small programs were held and
currently the festival is known for that of ‘banquet style lunches’. The main event of the
festival in the year 2010 is that of a large banquet style lunch that celebrates the Chinese
heritage. It celebrates the return of that of Heat Beads Hawkers Market within that of the
Queen Victoria market. The Melbourne Food and Wine Festival is presented by that of the
Bank of Melbourne which is an annual celebration pertaining to the food along with wine
industry of that of Victoria. Among the 250,000 attendees who take part in the event there are

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a large number of tourists. The diverse program of that of 200+ events helps in attracting
tourists from around the world. It is currently recognized as that of a pre-eminent festival of
that of Australia. It is held in the month of March and provides opportunity to the food along
with the wine lovers to indulge in the event. The Festival plays an important role in
augmenting the reputation of that of the Victoria food industry by the help of visiting the
chefs. Tourism thus gets an impetus with the help of these facilities and the international
media coverage pertaining to the festival helps in the promotion of the event. It helps in
shining light on that of the Australia Culinary credential.
An hallmark event acts like an idea that helps in lifting the city out of the doldrums
and it helps in engendering a sense of confidence in relation to the people. Melbourne is thus
able to portray what is taking place in the world of food. Food along with wine are considered
to be a part of the lifeblood of people and so all kinds of tourists get drawn to this kind of an
event. Melbourne Food and Wine Festival thus becomes a place within which the world can
gather in order to reveal the powerful act of that of revealing. The visitors participating in the
event get to enjoy the lunch and the dinners beside that of the rivers and they can also enjoy
cinema besides that of the bank. The visitors can also unwind from that of the effect of the
last week and people can roam around that of the regional Victoria. The weekend can provide
one with ample amount of time to forget about the worries of life and the stunning regions of
Geelong and the Bellarine, Bendigo and that of the Yaara Valley can offer scenic beauty that
offers rare delight to the tourists.
Conclusion:
The hallmark tourist events signify the fairs which have won international status.
These events can be held on that of regular or that of the offline basis. Lifestyle can be
promoted with the help of this kind of festival in the region of Victoria or that of Melbourne.

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Fresh seasonal produce is the hallmark of this kind of an event and the food markets provide
choices to that of the consumers. The innovative chefs and the popular restaurants helps in
attracting the tourists along with that of the local people. It provides great amount of
opportunities for that of the new brands and it can provide impetus in relation to bringing in
new food and that of beverage. Tourism is facilitated with the help of these kind of events
and active coverage done by the media can help in the act of promotion. The Australian
culinary credential gets attention with the help of this event.

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References:
Jung, T., Ineson, E.M., Kim, M. and Yap, M.H., 2015. Influence of festival attribute qualities
on Slow Food tourists’ experience, satisfaction level and revisit intention: The case of the
Mold Food and Drink Festival. Journal of Vacation Marketing, 21(3), pp.277-288.
Kim, Y.H., Duncan, J. and Chung, B.W., 2015. Involvement, satisfaction, perceived value,
and revisit intention: a case study of a food festival. Journal of Culinary Science &
Technology, 13(2), pp.133-158.
Lee, W., Sung, H., Suh, E. and Zhao, J., 2017. The effects of festival attendees’ experiential
values and satisfaction on re-visit intention to the destination: The case of a food and wine
festival. International Journal of Contemporary Hospitality Management, 29(3), pp.1005-
1027.
Melbournefoodandwine.com.au (2018). Melbourne Food & Wine Festival. [online] Available
at: http://www.melbournefoodandwine.com.au/ [Accessed 27 Mar. 2018].
Meretse, A.R., Mykletun, R.J. and Einarsen, K., 2016. Participants' benefits from visiting a
food festival–the case of the Stavanger food festival (Gladmatfestivalen). Scandinavian
Journal of Hospitality and Tourism, 16(2), pp.208-224.
NS Robinson, R. and Getz, D., 2014. Profiling potential food tourists: An Australian
study. British Food Journal, 116(4), pp.690-706.