A Report on the Tourism Impact of Tasting Australia Festival

This report examines the Tasting Australia food and wine festival, a prominent event in Adelaide, South Australia, and its impact on tourism. The report begins with an introduction to festivals and events management, emphasizing their role in celebrating heritage and culture. It establishes the research question: "What are the impacts of festivals and events on Tourism?" A literature review explores the importance of food festivals and events, their positive effects on tourism, such as reviving tourist behavior and fostering innovation, and their negative impacts, including environmental concerns and food wastage. The background section details Tasting Australia's history, purpose, current structure, significance, and characteristics. It highlights the festival's role in promoting South Australia as a food and wine destination. The discussion synthesizes the literature review and background, emphasizing the festival's political, economic, social, cultural, and technological impacts. The report concludes with recommendations based on the analysis. The report offers a comprehensive overview of the festival's influence on tourism and cultural integration.

FESTIVALS AND
EVENTS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
RESEARCH QUESTION................................................................................................................1
LITERATURE REVIEW................................................................................................................1
BACKGROUND.............................................................................................................................4
Background of the Event.............................................................................................................4
Purpose........................................................................................................................................4
Current Structure.........................................................................................................................4
Significance and Positioning.......................................................................................................4
Characteristics and Motivation...................................................................................................5
Similar Events.............................................................................................................................5
DISCUSSION..................................................................................................................................6
CONCLUSION AND RECOMMENDATIO..................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Festivals and Events Management refers to an area of practice, which adopts several
principles of project management, to develop large scale festivals or specific events. Within
society, festivals play a prominent role as they are quite expressive in celebrating heritage,
traditions as well as cultures (Musgrave, and Henderson, 2015). Furthermore, it helps in
connecting people with different social orientation, along with developing a sense of
acknowledgement within society in relation to different cultural practices as well as traditions.
The paper below will be based on “Tasting Australia”, which is one of the most effective food
and wine festivals held in capital of South Australia, Adelaide. The structure of the paper would
be similar to the ones in Research paper, which will cover an appropriate literature review, along
with background of the festival and a detailed discussion about the same.
In addition to this, there are several issues underpinning Tasting Australia, which is
applicable to the research paper. For example, one of the key aspects associated with the same is
related to the cultural integration which the event showcases through its exotic dishes and
cuisines. Moreover, it ensures welfare of several communities through including their cuisines
within the festivals, in order to cherish the festival in an effective manner. In addition to this,
community events such as Tasting Australia play a crucial role in enhancing the revenue of
several communities and underrepresented groups, which are essential, as well as effective in
context of their appropriate growth and development (Luonila, Suomi and Johansson, 2017).
RESEARCH QUESTION
“What are the impacts of festivals and events on Tourism?”
LITERATURE REVIEW
Theme 1: Importance of Festival and Events
According to the viewpoints of Getz and et. al., (2015), food festivals and events are very
much important for a country and has a prominent impact on the lifestyle of individuals. This is
because these events are very much inclusive of both enjoyment as well as learning.
Furthermore, these events are not just associated with food, rather it has several workshop, talks,
community events, etc., which are very much appropriate in relation to enhancing the scope of
knowledge and cultural education within individuals attending the event. In addition to this,
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appropriate knowledge about the food which is eaten by public is provided to the people for them
to realise whether or not they are taking effective food or not.
Laing, (2018), states that festivals and events are quite essential in order to develop an
understanding in patrons related to importance of social worlds and sub-cultures. This means that
such events go beyond the social boundaries to appropriately and effectively include
communities and societies which have been quite under represented within the world. Moreover,
cuisines of different cultures and societies allow individuals to be aware of the origins and reason
for distinct food item choices and what regional practices drive the taste and spice preferences.
For example, various effective and cultural enriching event are there which has more than
50,000 visitors globally. Furthermore, its activities appropriately involve education to individuals
regarding regions where they could get knowledge about the art of making wine, knowledge
about its origin along with its cultural association. Furthermore, it also includes different
programmes associated with cultural food and cuisines of different communities, which could be
tasted and cherished by the attendees.
Theme 2: Positive Impact of Festivals and Events on Tourism
There are certain positive impacts of events and festivals on tourism, which must be
understood in an appropriate manner. As per the study of Organ and et. al., (2015), one of the
most positive impacts of events and festivals on tourism is that it helps in reviving and inducing
positive behaviour in tourists. This is because there is an ample amount of dishes and different
cuisines which enables individuals to feel satisfied, as well as increase their knowledge in terms
of appropriate and effective food cuisine. Moreover, this is also better for the country and its
regional food items, as the purchasing behaviour of individuals also moulded in an appropriate
manner.
As per. Garibaldi, Pozzi and Viani, (2016), festival and events have a prominent role in
enhancing innovation within the country. Moreover, experiences of individuals in their study
reveals that such events are very much appropriate in favouring and encouraging innovation in
terms of food preparation, along with the way it is presented. Such factor increases effective
economical focus upon new methods and alternatives to prepare and distribute food items. In
addition to this, innovation does not seem confined to preparation of food, rather the knowledge
about different items is also provided innovatively. For instance, in context of several food
festivals, innovation is reflected in winery museums, graphically innovative labels, effectively
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designed wine cellars, etc. Hence, such innovation as well as creative ways to produce and
deliver food encourages tourists to visit the country to experience exclusive range of appropriate
dishes and to witness the innovation in food industry.
Festival and events have appropriate and effective impact on economy of a nation as
well. As per analysis of Alliance and Present, (2015), there are several events associated with the
festivals, count of which goes more than 80. Moreover, these are ticketed and not-ticketed
events, which attract people from all over the world, along with several professional chefs and
celebrities. There is an effective amount of revenue which the event creates, and hence, impacts
way more on tourism. This is because the government becomes willing to spend more on the
tourist activities within such festivals, which prominently enhances the scope of more tourists
within the country.
Theme 3: Negative Impact of Festivals and Events on Tourism
Festivals and events have several negative impacts on tourism as well. Study of Rutty and
et. al., (2015), reveals that one of the major impacts of festivals and events on tourism is related
to its negative effects on environment. This is because, with food festivals there are several
different cuisines, which requires poaching and butchering of animals. This could negatively
impact tourism as there are several troops which work towards preservation of wildlife and travel
to different countries which are rich in wildlife, such as Australia. Thus, the festival and events
affect tourism negatively.
Another negative impact of food festivals and events on tourism is wastage of food. As
per Downes and Cordell, (2016), a concerning amount of food is wasted within various festivals
such which discourages tourism activities due to such disadvantageous factors. The reason for
the same is that there are several authorities within Australia, which regulates food wastage and
other similar activities associated with preservation and distribution of food. However, with such
events, tourism is criticised by these authorities as these result in a negative implication towards
food safety.
Furthermore, with such heavy footfall, Australia's sustainability is also affected due to
exploration of different tourism locations by so many individuals together. Thus, tourism has a
negative impact of these events and festivals due to inappropriate rise in patrons, which might be
beneficial to the economy, however, is disadvantageous to the nature.
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BACKGROUND
Background of the Event
Tasting Australia is a food and wine festival which was first held in 1997. It has
appropriately been in practice or almost 22 years , this is attend by individuals from all over the
world who arrive to taste the exotic cuisines and effective food items that are delivered by
celebrity chefs, along with residents of the place (Luonila and Johansson, 2015). The format
which the festival follows is very much similar to the food festivals around the globe. Activities
involved by the same is associated with effective food and beverage testing, cultural tours
associated with knowledge about food, master classes in relation with learning how to prepare
different food items and effective dinners and lunches, which primarily focuses on different
types of food cultural food items. In terms of location, it takes place in Adelaide, which is the
capital city of South Australia. The importance associated with this location is that it is very well
known for effective food items and exotic locations, which is a very much crucial aspect in the
festivals..
Purpose
The purpose for which this festival is held is related to providing the effective tasting of
several beers, wines and spirits, which are prepared by world class chefs, along with provide
better and exclusive food tasting experience to patrons of South Australia. Moreover, it is one of
the longest running festivals of Australia which goes around almost 10 days. Hence, Tasting
Australia symbolises its cultural inclination towards different food items along with beverages
such as wine.
Current Structure
The current structure of the overall event is led by Jack Zonfrillo, Simon Bruant and
Cheong Liew as patrons. Moreover, it follows exclusive dinners, long lunches, tastings, master
classes, conversation and sharing, etc. Furthermore, apart from food, the festival is also related to
wine making as well as wine testing. This includes natural winemakers all over the southern
Australia, which effectively attracts individuals globally who witness appropriate and effective
making and tasting of wine as well (Jepson and Clarke, 2016).
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Significance and Positioning
Tasting Australia is one of the biggest festivals in South Australia and hence, it has an
effective significance within South Australia. For instance, it has enhanced the importance of
organisation as a food and wine destination, where individuals from all over the world could
have food items provided by best personnel at the job.
Illustration 1: Tasting Australia 2019 - The Most Popular In The Event's History, 2019
§
(Source: Tasting Australia 2019 - The Most Popular In The Event's History, 2019)
Another significance of this event within Australia is that it has enhanced the popularity
of the whole community, which has such a positive impact on the overall economic impact of
South Australia. In addition to this, its significance is also enhanced by the acknowledgement
which the festival brings to the overall South Australia as a tourism destination.
Characteristics and Motivation
The motivation which is associated within the patrons in relation with the festival is the
grand and effective arrangements and the wide variety of activities and rich food. furthermore, it
is an appropriate cultural orientation, which includes several communities as well as different
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individuals from distinct social orientation. Such enjoyment and interaction along with different
varieties of food items encourage them towards having being present in the festival.
Similar Events
There are several similar events happening around the globe, where tourists from all
around the world effectively experience different events and activities associated with
multicultural food and wine (13 Best Food & Wine Festivals, 2019). One such festival is “Taste
of Chicago”, which is the largest food festival in the world. It has a five day schedule and
includes food items such as Eli's Cheesecake, Chicago Style Pizza and so forth.
Other similar festival is annual “Hawaii Food and Wine Festival”. Held in Honolulu, this
four-day festival is quite exclusive as it includes more than 50 chefs, spirit and wine producers
and culinary personalities. Thus, such festivals have several things common with Tasting
Australia. The very first aspect is related to the fact that all these festivals are appropriately based
on food and wine. Moreover, all these festivals feature food items which are culturally accepted
and promoted within their countries, to ensure effective integration of societies and communities.
DISCUSSION
Festival and events are very much prominent for a country in terms of political,
economic, social, cultural and technological terms. Reason for the same is that it not only allows
integration of local individuals and societies, however, it enables societies from all over the
world to amalgamate to ensure effective exchange of cultural and social practices (Holmes and
et. al., 2015).
As per the literature review, festivals and events play a prominent role in a society. In
context of Tasting Australia festival, this is an appropriate event, which enhances the cultural
integration of different individuals with society. Socially, this festival is very much effective in
context of social aspects within South Australia. In addition to this, while other festivals and
events focuses on cultural practices and traditions to showcase the domestic practices, this
festival uses wide variety of food items and wine to reflect the traditional beliefs and practices.
Thus, a major impact could be seen on tourism when the festival is using such dynamic and
appealing approach towards attracting individuals (Getz and Andersson, 2016).
Tasting Australia is very much important to regulate the tourism activities within South
Australia. This is because firstly, it is a very long festival, and thus, people arrive to the festival
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to appropriately witness all the practices and events which take place within the same.
Furthermore, with such rich and wide variety of food, it becomes an effective motivator for the
patrons, hence, enhancing the importance of this festival towards increasing tourism within the
country.
While the Tasting Australia is effective in context of cultural integration, it has a major
contribution towards accelerating the innovative aspects, social and economic facets of South
Australia. For instance, usage of appropriate advertising and promotional techniques, such as
social media, the firm drives the purchase decision of the individuals. Not just before the event,
with its effective dishes and workshops, it induces inclination within their behaviour, which
would further enhance their preference towards Australian food. In terms of economy, it drives
the economy pretty well, due to having a huge number of attendees every year, along with
enhanced investment in tourism facilities which includes 10 days full of events and other
entertaining and educational practices, which not just keeps the tourists entertained, but also
acknowledges them through the cultural and religious cuisines of the country. Thus, events and
festivals like Tasting Australia has certain positive impacts towards tourism (Frost, 2016).
However, despite positive, there are some negative impacts upon tourism, in relation to
the festival and events. Tasting Australia is one of the biggest festivals in the world, which
requires heavy investment in raw food. This requires innumerable amount of butchering and
poaching to prepare food items for the event. Thus, this reflects a negative impact on tourism for
individuals who are concerned towards animals. In addition to this, such a high level of
environmental damage by this festival has a very wrong implication of tourism activities within
South Australia, due to ineffective practices that could harm the environment in the long run.
Another negative impact of this food and wine festival on tourism is associated with
wastage of food. This is because there is a concept of sustainable tourism, which is currently
coming into practice and is preferred by communities and governments. The agenda of such
tourism is related to enjoying the heritage and cultural practices of another country without
damaging the environment. Thus, in context of Tasting Australia, this festival has a negative
implication towards this aspect of tourism. However, the reason for such a negative impact is due
to the fact that there are minimal techniques which are used to manage and protect the food
items, which is not sufficient to protect the environment and ensure compliance of sustainable
tourism.
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Hence, the above discussion marks out the fact that while the overall Tasting Australia
Festival is very much effective in context of enhancing the scope of tourism within the country
and driving the economy and cultural integration, however, there is a much work required in
terms of reducing the negative impacts of this festival and its events upon tourism. In addition to
this, while the overall approach adopted by Tasting Australia is very much appropriate in terms
of attracting tourists from different parts of the world. It is still required that immense benefits be
provided towards aspects like environment and food protection, which would further enhance its
popularity based on its ethical practices (Clarke, 2016).
CONCLUSION AND RECOMMENDATION
From the discussion, it could be concluded, that festival and events are very much
important and crucial for a community, as well as a country. In addition to this, it is imperative
that certain appropriate and effective festivals and events are conducted within a country, which
helps them in appropriate enrichment of the social and cultural facets of a nation. Furthermore, it
is very necessary that impact of these festivals upon tourism is analysed, which is beneficial in
analysing the positive as well as the negative sides of these events. Moreover, it is necessary that
background of the festival is discussed, so that its origin, structure and practices are effectively
highlighted.
In context of Tasting Australia, its future is very much effective and bright, seeing its
current popularity, along with several essential inclination of individuals towards this event.
Moreover, its popularity would be increasing in the future, due to inclusion of wide variety of
food items and entertaining activities. However, one prominent aspect which the event must take
into consideration is associated with the damage which it might cause to the environment and in
terms of food safety. This is because the legal and political environment of the country is
inclining drastically towards sustainable tourism, which embarks the overall contribution of these
events towards sustainability of environment and natural resources. In addition to this, its current
practices might be a roadblock towards attracting more tourists as environment protection is
enhancing as an effective trend within individuals.
As a suggestion, the event must focus more upon certain practices and management,
which improves its effectiveness towards handling its limitations. For instance, it could engage
customers through advanced booking, which would give them an appropriate idea towards the
food items which would be required in preparation of the food event. Furthermore, an integration
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system and connections with NGOs could also be an appropriate way through which the overall
food safety could be promoted, along with appropriate alignment towards accomplishment of its
corporate social responsibility. Hence, adopting this practices would effectively help the festival
grow, without losing its essence in any which manner. Furthermore, another suggestion which
could be complied by the festival is that it must enhance more robust marketing practices, such
as digital marketing, which would help the festival in attracting more individuals towards the
event and make it an effective success.
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REFERENCES
Books and Journals
Alliance, O. C. T. and Present, S., 2015. The rise of food tourism.
Cerutti, S. and Piva, E., 2015. Religious tourism and event management: An opportunity for
local tourism development. International Journal of Religious Tourism and Pilgrimage.
3(1). p.8.
Clarke, A., 2016. Managing and developing communities, festivals and events. Springer.
Downes, J. and Cordell, D., 2016. Food Waste at Festivals & Markets: Background Research.
Frost, N., 2016. Anthropology and festivals: festival ecologies.
Garibaldi, R., Pozzi, A. and Viani, E., 2016. Food, art and tourism as a boost for innovation:
successful experiences from Italy. In ATLAS Annual Conference 2016-" Tourism,
Lifestyles and Locations" (pp. 61-65).
Getz, D. and Andersson, T., 2016. Analyzing whole populations of festivals and events: An
application of organizational ecology. Journal of Policy Research in Tourism, Leisure
and Events. 8(3). pp.249-273.
Getz, D., and et. al., 2015. Food events in lifestyle and travel. Event management. 19(3). pp.407-
419.
Holmes, K. and et. al., 2015. Events and sustainability. Routledge.
Jepson, A. and Clarke, A., 2016. An introduction to planning and managing communities,
festivals and events. In Managing and Developing Communities, Festivals and
Events (pp. 3-15). Palgrave Macmillan, London.
Laing, J., 2018. Festival and event tourism research: Current and future perspectives. Tourism
management perspectives. 25. pp.165-168.
Luonila, M. and Johansson, T., 2015. The role of festivals and events in the regional
development of cities: Cases of two Finnish cities. Event Management. 19(2). pp.211-
226.'
Luonila, M., Suomi, K. and Johansson, M., 2016. Creating a stir: The role of word of mouth in
reputation management in the context of festivals. Scandinavian Journal of Hospitality
and Tourism. 16(4).pp.461-483.
Musgrave, J. and Henderson, S., 2015. A pathway to sustainable event management. The
Routledge handbook of tourism and sustainability. pp.384-396.
Organ, K., and et. al., 2015. Festivals as agents for behaviour change: A study of food festival
engagement and subsequent food choices. Tourism Management. 48. pp.84-99.
Rutty, M., and et. al., 2015. The global effects and impacts of tourism. C. Hall, y S. Gossling,
The Routledge Handbook of Tourism and Sustainability. pp.36-62.
Online
13 Best Food & Wine Festivals. 2019. [Online]. Available Through:
<https://www.travelchannel.com/interests/food-and-drink/photos/best-food-and-wine-
festivals>
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