Program Web Address
hospitality.fiu.edu
Abstract
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.
Recommended Citation
Lilleheim, Henrik; Mykletum, Reidar J.; Quain, William J.; and Engstom, Christer
(2005)
"South Beach Wine and Food Festival - Why Participate?,"
Hospitality Review: Vol. 23:
Iss.
2, Article 2.
Available at:
https://digitalcommons.fiu.edu/hospitalityreview/vol23/iss2/2
Included in
Food and Beverage Management Commons, Recreation, Parks and Tourism Administration Commons, Tourism Commons, Tourism and Travel Commons
