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2007 Annual International CHRIE Conference & Exposition
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destination. However, of the festival brochures with a FFRE emphasis, while 98.2% had graphics, only 42.86 % had
FFRE graphics in them. Arguably, graphics of FFRE in brochures are of little consideration.
Previous studies of food and travel brochures (Frochot, 2003) evaluated the setting and theme of the FFRE
within the graphic. Since Frochot’s graphic setting classifications were developed from food and travel brochures,
researchers modified his approach for the present application. Six settings were employed: no graphic
representation, historic, present day, natural, rural/local community, and can not tell. With regard to the specific
graphics of FFRE and how the setting is depicted in the brochures, the most common representation of food was
“food in a natural setting,” with 19.6% of the graphics representing food in this way. Historic and present day
settings were the second most popular ways to depict FFRE, at 7.1% each. With 57% of the graphics having no food
reference, opportunity exists to increase the number of graphics that relate to FFRE, increase the awareness of FFRE
at festivals, and extend an invitation to experience the culture of a destination through FFRE at festivals.
Eight different themes were in the evaluation process: no graphic, no graphic of food, raw/unprepared food,
cooked food in a restaurant style, cooked food in a home style, wine related graphics, food trade, and food in an
agricultural process. Other settings represented included “cooked food in a restaurant style”, “cooked food in a home
style”, and “food in an agricultural process”. Graphics with FFRE were analyzed for experiential interaction.
Experiential interaction can be defined as tourist interaction with residents, resulting in a shared meaning and
understanding of culture through FFRE. Only 12.5% of the brochures had graphics with experiential interaction. A
gap exists in the marketing materials for the use of experiential interaction through food to be examined.
The content analysis of FFRE emphasis brochure text revealed four categories. These classifications were:
food, wine, history, and ethnic. The first two categories of “food” and “wine” have an explicit major emphasis on
FFRE. Further analysis by the researchers added the two additional classifications of “history” and “ethnic”
festivals. The two additional categories lend themselves to FFRE present at the festival; FFRE is rooted in the
historic or cultural celebration of the festival. Analysis of text of the brochure revealed four categories of FFRE
emphases. The first category was no FFRE emphasis at the festival. This was determined if FFRE was not
mentioned in any capacity in the brochure’s graphics or text. 12.5% of the brochures fell into this category. The
percentages suggest there is room for FFRE evaluation and the use of such items to differentiate a festival
destination. The second category was FFRE as a minor emphasis at the festival where general food information was
present as peripheral information. About 12.5% of the brochures belonged to this group. The third category was
FFRE as a component of the festival of secondary importance. In this category, FFRE was determined not to be the
focus of the festival but featured as a highlighted activity at the festival. 26.8% of the brochures were placed into
this category. 48% of the brochures were classified into the “major emphasis of festival” category where FFRE is
the primary focus and a main reason for the festival.
FFRE text in festival brochures ranged from the mere mention of food availability to an invitation to join
with residents for an experiential FFRE interaction. Four distinct dimensions were identified: food as sustenance,
specific food and drink (non-alcohol), beer and wine, and experiential FFRE interaction (Table 1). Each dimension
was further analyzed to develop sub dimensions, which span a continuum of attribute symbolism from no cultural
significance or low attributional associations, to symbolism with cultural representation or high attributional
associations.
The first dimension of FFRE that was evident in the data was
food as sustenance.
This was determined by
the mention of FFRE availability using the word “food” within the text of the festival brochure. A complete analysis
of the use of the word “food” and the context of the surrounding text within the brochures revealed five sub
dimensions spanning a continuum of attribute symbolism associated with each sub dimensions. The continuum of
attribute symbolism ranged from the single word of “food” as a basic food need to the word “food” with the use of
descriptors being identified as symbols of culture. Overall, this dimension rated the lowest on the continuum of
attribute symbolism and has significant potential for improvements to text. Table 1 displays the complete food
sustenance dimension, sub dimension results, continuum of symbolism level and textual examples of each sub
dimension.
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