Significance and Impact: Melbourne Food and Wine Festival Report

This report provides a comprehensive analysis of the Melbourne Food and Wine Festival, examining its background, significance, and impact on the tourism and event management sectors. The report delves into the festival's history, tracing its evolution from its inception to its current status as a major event. It explores the motivational factors influencing visitors, differentiating between internal and external influences, and considering the role of stakeholders, including investors and the government. The report also assesses the positive and negative impacts of the festival, focusing on customer satisfaction, infrastructure, and the quality of food, while also acknowledging potential drawbacks such as negative feedback and its influence on sales and profit. Finally, it offers recommendations for future improvements, including enhancing customer services and expanding operations.

Informal Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Background of Food and Wine Festival .................................................................................1
2. Significance of Melbourne Food and Wine festival ...............................................................1
3. Motivational Factors for visitors..............................................................................................2
4. Stakeholders motivational factors ...........................................................................................3
5. Positive and negative impact of food and wine festival..........................................................3
6. Reflection.................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Event refers to the occasion that is being organized for public or social purpose. Events
can be sports, entertainment, political, corporate, religious etc. An event manager have to make
proper arrangements with its team so that it will help in satisfying the needs of customers (Laing,
& Frost (2015).vent manager must be creative and innovative so that it will provide different
arrangements in its event.
Present report will include significance of the event and motivational factors that affect
visitors during event. It also includes stakeholders and their motivational factors regarding the
Food and Wine Festival. Furthermore, it will include positive and negative impact of the event.
MAIN BODY
1. Background of Food and Wine Festival
Melbourne Food and Wine Festival is an event that will be held in March every year
since 1993 for the purpose of promoting Melbourne and Victoria's food and wine culture. This
event is also helps in promoting talent and lifestyle of Melbourne. This is known for its cooking
classes and organizing large banquet lunch for its customers(Kim, (2016)its management team is
responsible for coordinating all the activities of the events and also has collaboration with
Victoria's food and wine industry. This festival began in 1993 with 12 events. 19th Melbourne
Food and Wine Festival in which 350000 people were present by organizing over 250 events in
11 days. On first day 4500 people attended lunch that will be held across Victoria. In last days of
Festival more than 2600 people join with 100 chefs and wine taster for large cooking class. It is
known for its chef and services that is being provided to customers.
2. Significance of Melbourne Food and Wine festival
Melbourne Food and Wine Festival provides many services to its customers. It has
provided proper lunch and meals for the purpose of satisfying the needs and wants. It is
important to coordinate all the things in efficient and effective manner. Providing proper
infrastructure will facilitate in building trust of customers so that they will more attracted
towards it. It is important for Food and Wine festival to do proper arrangement for regarding
accommodation by providing all the facilities related to it so it will help in enhancing growth of
business Frost & Laing, (2016). Services that is being provided to customers will influence
them to come again and visit the place. This event helps in securing planning for the future
course of action. Food and wine festival helps in providing people best services so that they will
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help in gaining more customer towards it. Venue will be decided according to the theme that is
based on customer preference. Labour will be efficient so that it will manage and coordinate all
the things during an event.
3. Motivational Factors for visitors
Motivation factor of the visitors include internal and external factors such as:-
Internal Factors:- These include behaviour of person that will influence the decision of an
individual regarding travelling.
Intrinsic motivation:- This refers to behaviour of an employee in engaging into
activities of the company for personal sake of it. In this tourism will help in satisfying the
psychological needs that may include travelling, creativity, competitions and belongingness etc.
Other factors of motivation are
Attitude of visitor: It includes positive and negative behaviour of employees, knowledge of
person etcPearson, Simon & Thompson, (2018). This factor will affect the visitor attitude
towards Food and Wine Festival.
Perception:- Different people is having different perception so that will affect motivation of
visitor. As by seeing photos on the internet visitor is having good perception regarding services
that is being offered to customers.
Values or beliefs:- Visitors is having their own beliefs and values that will be accepted socially
or personally.
Personality:- Nature of visitor plays an important role in motivation in tourism.
External Factors:- These factors also affect decision making and motivation of visitor.
Extrinsic motivation:- These factors will helps in motivating behaviour or engaging in
activity of the company.
Place of origin: Visitors grooming is depended on place of origin. If the place is good then it
will provide satisfaction to visitors that they are getting best services from it.
Family and age:- As nowadays structure and income will differentiate with the changing
mindset as most of the people are living in nuclear family and most are in joint familyGleeson,
(2017). So it will create barrier among visitors as different age of people is living and all of them
is having different preference so this factor will have an impact on motivation.
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Culture or Social Class:- Different visitor belong to various culture that may help in motivating
visitor for that particular place. If any person went to any place and then give information
regarding that place that will motivate them in visiting.
4. Stakeholders motivational factors
Stakeholder that is being taken to motivate visitors are investors and government.
Investors invest money in organizing event and also help in motivating visitors to take interest in
the food and wine festival that is being organized in Melbourne. These help in building interest
of visitors that will help in growth of the business. Investor also helps in creating wealth of
business. Through investment number of opportunities is available to visitors whether to take
initiative by them. As investors invest money in the business for achieving objective of the event.
Government will also help in motivating visitors to visit Food and Wine festival so that it will
help in creating value for business Ellis, Park, Kim & Yeoman, (2018).. It will provide funds in
event that will help in growth of it and attract more customers towards it. Stakeholders of the
business will help in expanding business for future credibility. They will help in motivating
visitors to take experience of the festival and also take trip to Melbourne. Stakeholders are the
part of the company that will equal right in taking decision for the company. It will provide many
rights to the employees that will create credibility in the company.
5. Positive and negative impact of food and wine festival
Customer satisfaction will be the positive impact of this event. As they are satisfied with
the services and arrangements that will be made for customers. It provides well furnished
infrastructure that will help in attracting more people Sinclair & Carr, (2018). Quality of food is
also liked by the customers that will increase their rating on its website. These will have a
positive impact on the event that is organized in Melbourne. Quality of food will lead to increase
more customer's towards it.
Customer's feedback may not be good that will have a negative impact on the event.
Sometimes customers are not satisfied with the services that is being provided to them. Negative
feedback will affect the functioning of business as it will lead to decrease profit of the company.
This event will help in minimizing the risk of getting more involved in the business. Negative
feedback will impact the sales as well as profit of business. Customers are more involved with
the activities of business as it will lead to engaging more people towards business.
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6. Reflection
From the above study it can be recommended that Food and wine festival should increase
its customer services and expand its operations into various countries. I think quality of food can
be improved that will enhance more growth for future. In my opinion at the time of event venue
can be decided according to the theme. Theme can be prepared before doing event that will
facilitate more quality in work(8 different types of event management services,2019).Post on
social media networking that will help in attracting more customers towards it. It can expand its
operation in designing also that will be more benefit for the business. I think it has to advertise in
different communities that will emphasize on future growth of it. I think it has to be provide
luxury services to the customers so that it will help in providing better services that will
emphasize on improvement of quality and services to them. I think this will be beneficial for the
company to attract more customers towards the business.
CONCLUSION
From the above study it can be concluded that event management plays a crucial role in
the tourism sector. It will help in organizing different events such as sports, entertainment,
political etc. These will emphasize on the services that is being provided to the customers. There
are many customers that will lead that will create more growth and involves in the events. There
are many motivational factors that will affect visitors decision such as internal and external
factors. There are positive and negative impacts that will have great impact on the industry.
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REFERENCES
Books and Journal
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism
Management.68.250-263.
Frost, W., & Laing, J. (2016). The food revolution in Melbourne, 1980–2015. In Food
Consumption in the City (pp. 136-152). Routledge.
Gleeson, L. (2017). Palestinian food and politics a hit in Melbourne. Green Left Weekly, (1134),
10.
Kim, A. K. (2016). Australia’s Food Tourism Experiences and the Korean Market. In The World
Meets Asian Tourists (pp. 169-185). Emerald Group Publishing Limited.
Laing, J., & Frost, W. (2015). The new food explorer: Beyond the experience economy. The
future of food tourism: Foodies, experiences, exclusivity, visions and political
capital.71.177-193.
Pearson, D., Simon, B., & Thompson, M. (2018). Opportunities for distinctive food tourism
experiences through promoting environmentally sustainable food choices: A case study on
Australian cuisine. CAUTHE 2018: Get Smart: Paradoxes and Possibilities in Tourism,
Hospitality and Events Education and Research, 622.
Sinclair, J., & Carr, B. (2018). Making a market for Mexican food in Australia. Journal of
Historical Research in Marketing.10(2).175-190.
Online
8 different types of event management services.2019[Online].Available through<
http://climbinggoat.in/8-different-types-event-management-services/>
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