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This paper studies why restaurants, wineries, and other exhibiters participate in Wine & Food festivals. We hypothesized [hat the purpose was to acquire new customers thru promotional involvement in the festival. A secondary outcome was to ascertain if there were differences in motivation between the three groups. A survey was conducted of participating companies in one of the largest Food & Wine festivals. We found differences in what motivated winery participants from restaurants or other exhibitors. A discussion of these differences and how festival organizers may aid participants in achieving their goals is presented.
Lilleheim, Henrik; Mykletum, Reidar J.; Quain, William J.; and Engstom, Christer
"South Beach Wine and Food Festival - Why Participate?,"
2, Article 2.
Available at: http://digitalcommons.fiu.edu/hospitalityreview/vol23/iss2/2