The Success Factors of Food Events: The Case Study of Umbrian Extra Virgin Olive Oil
| Autor: | Andrea Marchini, Francesco Diotallevi, Chiara Riganelli |
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| Rok vydání: | 2015 |
| Předmět: |
Marketing
Data collection Event (computing) 05 social sciences Made in Italy extra virgin olive oil Structural equation modeling Event marketing Order (exchange) SEM 0502 economics and business tourism Umbria 050211 marketing Business and International Management event marketing extra virgin olive oil food and wine festival SEM tourism Umbria Psychology food and wine festival event marketing 050212 sport leisure & tourism Tourism Food Science Causal model |
| Zdroj: | Journal of Food Products Marketing. 22:147-167 |
| ISSN: | 1540-4102 1045-4446 |
| DOI: | 10.1080/10454446.2014.1000432 |
| Popis: | Gastronomic events are an important part of the “Made in Italy” and a vital tool for rural development. The aim of the study is to identify the complexity of the factors that determine the success of a food event. The authors, after state-of-the-art analysis of the event marketing, formulate the hypothesis of a causal model and form a data collection during the “open oil mills” in the Umbria region. Through in-depth interviews the participants were asked to express themselves about the importance and interest attributed to some aspects directly related to the theme of the event, and finally to indicate the degree of satisfaction and the likelihood of some of their future behavior. Statistical analysis based on structural equation models allowed the authors to highlight which aspects are significant in order to confirm the assumptions made. Results provide guidance for management decisions and organization of food and wine. |
| Databáze: | OpenAIRE |
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