The Melbourne Food and Wine Festival

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The Melbourne Food and Wine Festival
EXECUTIVE SUMMARY
This document discusses the Melbourne Food and Wine Festival held in Victoria, Australia annually. This analysis examines the wine festival in general as a form of cultural tourism for a city or a region and how it can augment an existing tourism industry. Additionally, the contextual background placing wine festivals as a form of cultural tourism is examined while planning, human resources, sponsorship, and marketing are discussed in detail vis-a-vis the Melbourne Food and Wine Festival. Additionally, some elements of risk mitigation and legal liability are touched upon while examining the most effective ways to evaluate the wine festival including integrating all forms of economic...

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