Wine and Food Events: Experiences and Impacts

Wine, food and special events are a combination with almost universal appeal. In this chapter, the experiences sought by wine and food lovers, as derived from research, are incorporated into a conceptual model that can shape the design of events that go beyond consumption and entertainment in order to appeal to special-interest tourists. Co-creation of experiences should include learning and the mastery of techniques, especially through hands-on opportunities, cultural authenticity reflecting local food and wine heritage and aesthetic appreciation that encompasses creativity on the part of participants. Interpretation is needed, with emphasis on distinguishing the unique aspects of terroir and culture that appeal to wine and food tourists. In part two of this chapter impacts are discussed, and a logic model illustrated. This approach sets goals first, then determines a pathway or actions to achieving them, in this case on-site experiences, and sets key impact indicators for evaluation of desired outcomes. Benefits to all stakeholders are emphasized, including the social, economic and environmental dimensions that should be part of sustainable planning for events, wine and food tourism.