Third International Conference on Tourism & Leisure Studies

Abstract

In the context of a grassroots urban food and drinks festival, the purpose of the study is to explore the potential linkages between both stakeholders (festivals and producers) for enhancing a more diverse, authentic slower cultural visitor offer, and destination image across the visitor economy. This analysis discusses how grassroots festivals can support small business and play a wider role in the placemaking of touristic-historic cities, like Cambridge, UK. The study emphasises the importance of city festivals and bottom-up strategies in enhancing the slow tourism and slow food agendas. In this case, Cambridgeshire’s largest food and drink festival contributed towards an alternative idea of place and destination, more vibrant and authentic connectivity with localities and slower visitor experiences. Using the empirical setting of EAT Cambridge several in-depth interviews (10+) were undertaken, coupled with survey data collected during 2014 and 2015. Drawing on key stakeholder perspectives including participating micro and small producers, tourism management and policy stakeholders at the regional destination management organisation (DMO): ‘Visit Cambridge and Beyond’. Evidence from small food and drink festival traders illustrated how EAT Cambridge heightened interest in the locality. A strong food and drink scene in Cambridge was considered to be the single greatest prospect for the city, in addition to creating further demand for visitors and establishing ‘new events’ and fringe events. The study concludes by providing managerial recommendations for the organisers in integrating the festival and fringe events into the host destination’s brand using tactics aligned with the regional DMO.