Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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Table 3 
 Beer and Wine Dimension 
Sub Dimension 
Continuum of 
Symbolism Textual 
Example 
Beer and Wine Availability 
Low 
Beer and wine, Adult beverages 
Beer and Wine Venues 
Low 
Beer Garden, Bier garden, Beer tent, Wine fair 
Beer and Wine Descriptors 
Low 
Delectable wines! 
Largest wine event in Indiana 
Sensory Wine Interaction 
Medium 
Taste the wine, Celebrate with wine 
Quench your thirst, Relax with a brew 
Experiential Wine 
Interaction 
High 
Visit with the wine experts, Brewmeister competition 
Stein toss competition, Food and wine seminars 
Table 4 displays the levels of experiential interaction dimension. The experiential interaction dimension 
inherently is a symbol of culture because of the invitation for a tourist to participate and therefore, part of the 
cultural experience at the festival. Three levels of experiential interaction were identified: promise or invitation, 
sensory interaction, and experiential FFRE interaction. The first level is the promise or invitation to the tourist to 
participate in a festival. The second level involves FFRE but also integrates one or more of the five senses. The third 
level is experiential interaction, which involves the tourist, FFRE, and the resident. Coupled with the third level of 
experiential interaction is creation of sensory memory that will trigger recall of the destination when a tourist is 
again presented with FFRE stimuli experienced during the festival. As is apparent, the experiential interaction 
dimension bears a higher level of symbolism.