The success factors of food and wine events: a causal analysis using structural equations

Journal title RIVISTA DI ECONOMIA AGRARIA
Author/s Andrea Marchini, Chiara Riganelli
Publishing Year 2014 Issue 2013/3
Language Italian Pages 23 P. 41-63 File size 284 KB
DOI 10.3280/REA2013-003003
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The objective of the study is to examine the complexity of the factors that determine the success of food and wine events. After surveying evidence on "event marketing", the authors have formulated hypotheses for a causal model and have collected data during the "Frantoi Aperti" ("Open Oil Presses") event in the Region of Umbria. Participants were interviewed and asked to express opinions about the importance and the interest of certain aspects directly linked to the theme of the event and, ultimately, to evaluate their level of satisfaction and their likely behaviour in the future. Statistical analysis based on a structural equation model allowed the authors to demonstrate which aspects are significant in confirming the hypotheses formulated. The results provide indications for choices concerning organization and management of the food and wine event.

Lo scopo dello studio è quello di individuare la complessità dei fattori che determinano il successo di un evento enogastronomico. Gli Autori, dopo richiami sullo stato dell’arte dell’event marketing, formulano le ipotesi di un modello causale ed effettuano una raccolta dati durante la manifestazione "Frantoi Aperti" della Regione Umbria. Attraverso interviste in profondità è stato chiesto ai partecipanti di esprimersi circa l’importanza e l’interesse attribuito ad alcuni aspetti direttamente collegati al tema dell’evento, e di indicare infine il grado di soddisfazione e la probabilità di alcuni loro comportamenti futuri. Un’analisi statistica fondata su modelli ad equazioni strutturali ha permesso agli Autori di evidenziare quali aspetti risultano significativi al fine di confermare le ipotesi formulate. I risultati forniscono indicazioni per le scelte di gestione ed organizzazione dell’evento enogastronomico.

Keywords: Event marketing, tourism, extra virgin olive oil, Umbria, Food&Wine festival, SEM

Jel codes: C30, O18, M20

  1. Anderson J.C., Gerbing D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, vol. 103, n. 3: 411-423, DOI: 10.1037/0033-2909.103.3.411
  2. Baker D.A., Crompton J.L. (2000). Quality, satisfaction and behavioral intention. Annals of Tourism Research, 27(3): 785-804, DOI: 10.1016/S0160-7383(99)00108-5
  3. Blalock H.M. (1961). Causal inferences in Nonexperimental Research. Chapel Hill: University of North Carolina Press.
  4. Caroli M.G. (2006). Il marketing territoriale. Strategie per la competitività sostenibile del territorio. Milano: FrancoAngeli.
  5. Caruana A., Money A., Berthon P. (2000). Service Quality and Satisfaction – The Moderating Role of Value. European Journal of Marketing, 34(11-12): 1338-53, DOI: 10.1108/03090560010764432
  6. Censis servizi (2013). Osservatorio sul Turismo del vino - XI Rapporto annuale, Associazione Nazionale Città del Vino, Siena.
  7. Cherubini S., Bonetti E. et al. (2009). Il valore degli eventi. Milano: FrancoAngeli.
  8. Ciani A., Diotallevi F. (2013). Sustainable Management and promotion of Territory. Project experiential activities from Umbria (Italy). Proceedings of the 6th International Scientific conference “Rural Development 2013”, vol. 6(1): 63-68, Kaunas, Lituania.
  9. Coldiretti (2012). Vacanze: per 6 italiani su 10 cibo tipico come souvenir, www.coldiretti.it.
  10. Cole S.T., Scott D. (2004). Examining the Mediating Role of Experience Quality in a Model of Tourist Experiences. Journal of Travel & Tourism Marketing, 16(1): 77-88, DOI: 10.1300/J073v16n01_08
  11. Corbetta P. (2002). Metodi di Analisi Multivariata per le Scienze Sociali. Bologna: il Mulino.
  12. Dodd T., Bigott V. (1997). Perceptual Differences among Visitor Groups to Wineries. Journal of Travel Research, 35(3): 46-51, DOI: 10.1177/135676670300900206
  13. Douglas N., Douglas N., Derrett R. (2001). Special Interest Tourism. Australia: John Wiley & Sons.
  14. Getz D. (1997). Event Management and Event Tourism. New York: Cognizant Communication Corporation.
  15. Getz D. (1998). Wine tourism: goal overview and perspectives on its development, Wine Tourism – Perfect Partners, Proceeding of the First Australian Wine Tourism Conference, Margaret River, Australia.
  16. Getz D. (2000). Explore Wine Tourism: Management, Development and Destinations. New York: Cognizant Communication Corporation.
  17. Goldberger A.S. (1972). Structural Equation Methods in the Social Sciences. Econometrica, vol. 40, n. 6: 979-1001, DOI: 10.2307/1913851
  18. Goldblatt J.J. (2005). Special events: event leadership for a new world, John Wiley and Sons.
  19. Golinelli C., Simoni M. (2005). La relazione tra le scelte di consumo del turista e la creazione di valore per il territorio. Sinergie, n. 66.
  20. Hall C.M. (1989). Hallmark event and the planning process, in Syme G.J. et al., The Planning and Evaluation of Hallmark Event, Gower Pub, U.K.
  21. Heskett J., Sasser W.E. Jr, Schlesinger L.A. (1998). La catena del profitto nei servizi. Milano: Sperling & Kupfer Editori.
  22. Hooper D., Coughlan J., Mullen M.R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods, vol. 6, issue 1: 53-60.
  23. Hu L.T., Bentler P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1): 1-55, DOI: 10.1080/10705519909540118
  24. ISNART (2011). La soddisfazione del cliente e le ricadute economiche del turismo, Unioncamere Marche.
  25. Jöreskog K.G. (1973). A General Method for Estimating a Linear Structural Equation System, in Goldberger e Duncan (1973): 85-122.
  26. Jöreskog K.G., Sörbom, D. (1984). LISREL VI User’s Guide (3rd ed.). Mooresville, IN: Scientific Software International.
  27. Jöreskog K.G., Sörbom D. (1996). LISREL 8 User’s Reference Guide. Chicago: Scientific Software International.
  28. Kim Y.G., Suh B.W., Eves A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals. International Journal of Hospitality Management, 29: 216-226, DOI: 10.1016/j.ijhm.2009.10.015
  29. Lee C.K., Youn Y.S., Lee S.K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: the case of the Korean DMZ. Tourism Management, 28(1): 204-214, DOI: 10.1016/j.tourman.2005.12.017
  30. Marescotti A. (2006). La commercializzazione dei prodotti tipici. Guida per la valorizzazione dei prodotti agroalimentari tipici, ARSIA, pp. 67-78, Firenze.
  31. Mason M.C., Paggiaro A. (2012). Investigating the role of festivalscape in culinary tourism: the case of food and wine events. Tourism Management, 33: 1329-1336, DOI: 10.1016/j.tourman.2011.12.016
  32. McDonnell I., Allen J., O’Toole W. (1999). Festival and Special Event Management. Australia: John Wiley & Sons.
  33. Notta O., Vlachvei A., Diotallevi F., Marchini A. (2013). Web marketing strategies in Agro Food SMEs - Evidence from Greek and Italian wine SMEs, in Andreopoulou Z., Samathrakis V., Louca S., Vlachopoulou (eds.), E-innovation for sustainable development of rural resources during global economic crisis. Pennsylvania: IGIGLOBAL publications, Hershey.
  34. Oliver R., Burke R. (1999). Expectation processes in satisfaction formation: a field study. Journal of Service Research, 1(3): 196-214, DOI: 10.1177/109467059913002
  35. Paolini D. (2000). I luoghi del gusto. Cibo e territorio come risorsa di marketing. Milano: Baldini & Castoldi.
  36. Parasuraman A., Grewal D. (2000). The impact of technology on the quality-valueloyalty chain: a research agenda. Journal of the Academy of Marketing Science, vol. 28, n. 1: 169-74, DOI: 10.1177/0092070300281015
  37. Pine B.J., Gilmore J.H. (2000). L’economia delle esperienze. Milano: Etas.
  38. Regione Umbria (2010). Osservatorio Regionale sul Turismo, Unioncamere Umbria.
  39. Shuai Q., Ning W. (2004). Towards a structural model of the tourist experience:an illustration: from food experiences in tourism. Tourism Management, n. 25: 297-305, DOI: 10.1016/S0261-5177(3)00130-4
  40. Sidali K.L., Kastenholz E., Bianchi R. (2013). Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy. Journal of Sustainable Tourism, DOI: 10.1080/09669582.2013.836210
  41. Sivadas E., Baker-Prewitt J. (2000). An Examination of the Relationship between Service Quality, Customer Satisfaction, and Store Loyalty. International Journal of Retail and Distribution Management, 28(2): 73-82, DOI: 10.1108/09590550010315223
  42. Steiger J.H., Lind J.C. (1980). Statistically based tests for the number of common factors, Paper presented at the annual meeting of the Psychometric Society, Iowa City, IA.
  43. Taylor R. (2001). Product, service, experience: what differentiates event visitors from everyday tourism visitors? Touristics, 17, 1.
  44. Taylor R. (2006). Wine Festivals and Tourism: Developing a Longitudinal Approach to Festival Evaluation, in Global Wine Tourism: Research, Management & Marketing, Jack Carlsen and Stephen Charters, U.K.
  45. Thrane C. (2002). Jazz festival visitors and their expenditure: linking spending patterns to musical interest. Journal of travel research, 40 (3): 281-286.

Andrea Marchini, Chiara Riganelli, I fattori di successo degli eventi enogastronomici: un’analisi causale ad equazioni strutturali in "RIVISTA DI ECONOMIA AGRARIA" 3/2013, pp 41-63, DOI: 10.3280/REA2013-003003