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A comparison of the motives and satisfaction levels of visitors attending food and wine events in the Western Cape
Author(s)
Van Zyl, Lara Ann
Date Issued
2022
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
For locals in the Western Cape who routinely attend different events throughout the province,
food and wine festivals have begun to become a way of life. The Hermanus Wine and Food
Festival and the Cape Town Good Food and Wine Show are ranked among the top ten wine
festivals in South Africa. Visitors can satisfy their cravings for exquisite wine and delicious food
at this festival. This event continues to present a significant opportunity for wineries in terms
of the products on display, and it also serves to inspire chefs and food enthusiasts to produce
the highest-quality cuisine for the event visitors' distinctive and ever-discerning palates. Only
a few studies on food events address the internal element of motivation; most studies focus
on the marketing components of the event. This is especially true given the lack of studies that
focus on the motives for people to attend food and wine events in South Africa. The purpose
of this research study was therefore to explore, examine, and compare the motives and
satisfaction levels of visitors attending two different types of wine and food-based events in
the Western Cape region. A spatially-based systematic approach was used to survey 381
event visitors. Despite significant differences, the top five visitor motives for attending both
events were the same: to enjoy the food, to taste wine, to relax and enjoy a different
environment, to enjoy the atmosphere and spend time with friends and family, and to enjoy the
live entertainment. These findings suggest that food and wine visitors attend culinary festivals
for largely the same reasons. Furthermore, most visitors felt that the Hermanus Wine and Food
Festival was well-organised and met all their expectations. The study’s results provide
important insight into the leisure activities and levels of satisfaction of visitors of food and wine
events. Marketing recommendations for attracting the right audience with the right promotional
message are made to ensure that goods and services created for and promoted to these
audiences satisfy their particular needs.
food and wine festivals have begun to become a way of life. The Hermanus Wine and Food
Festival and the Cape Town Good Food and Wine Show are ranked among the top ten wine
festivals in South Africa. Visitors can satisfy their cravings for exquisite wine and delicious food
at this festival. This event continues to present a significant opportunity for wineries in terms
of the products on display, and it also serves to inspire chefs and food enthusiasts to produce
the highest-quality cuisine for the event visitors' distinctive and ever-discerning palates. Only
a few studies on food events address the internal element of motivation; most studies focus
on the marketing components of the event. This is especially true given the lack of studies that
focus on the motives for people to attend food and wine events in South Africa. The purpose
of this research study was therefore to explore, examine, and compare the motives and
satisfaction levels of visitors attending two different types of wine and food-based events in
the Western Cape region. A spatially-based systematic approach was used to survey 381
event visitors. Despite significant differences, the top five visitor motives for attending both
events were the same: to enjoy the food, to taste wine, to relax and enjoy a different
environment, to enjoy the atmosphere and spend time with friends and family, and to enjoy the
live entertainment. These findings suggest that food and wine visitors attend culinary festivals
for largely the same reasons. Furthermore, most visitors felt that the Hermanus Wine and Food
Festival was well-organised and met all their expectations. The study’s results provide
important insight into the leisure activities and levels of satisfaction of visitors of food and wine
events. Marketing recommendations for attracting the right audience with the right promotional
message are made to ensure that goods and services created for and promoted to these
audiences satisfy their particular needs.
Additional information
Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2022
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