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Vancouver Island University Presents

7TH ANNUAL COWICHAN WINE & CULINARY FESTIVAL: A PARTICIPANT

ANALYSIS

Melody BartaPhil Badhan

Gareth DaviesBruce deGrosboisStacie Hammer

Audrey Park

December 12, 2011

For:Nicole Vaugeois, Ph. D.

TRMT 357: Applied Research Methods

Abstract150-250 w. summary

ii

7th Annual Cowichan Wine & Culinary Festival: A Participant Analysis

Introduction

Wine tourism is a relatively new sector of the tourism industry and is quickly gaining

popularity in various parts of the world. While many areas of special-interest tourism

have been introduced in recent years, wine tourism emerges as one of the strongest and

fastest growing (Bruwer, 2002). A major component of wine tourism is special events

intended to showcase the products available to consumers; the most popular events are

wine and food festivals. A definition of the concept is put forth by Bruwer (2002) who

defines a wine and food festival as any special event, typically held in a specific wine

region, which focuses on the food and wine products of that region. The Cowichan

Valley Wine & Culinary Festival organizing committee aims to deliver such an event at

their annual Festival.

The Cowichan Wine & Culinary Festival is an event, held annually since 2005, that

celebrates the local vineyards and specialty restaurants of the Cowichan and surrounding

areas. Visitors are welcome to take part in a self-guided tour of the region to interact

with vendors and sample products. This event also creates awareness of the unique

region and the locally-made products available. The target markets that organizers hope

to attract include visitors from Vancouver Island, the lower mainland of British Columbia

and Washington State. The Festival has been expanded for 2011 to maintain interest and

the success of this expansion became a secondary purpose of this study. While the

Festival has experienced success in the past, the organizers recognized a need for visitor

analysis to improve the overall experience, and ensure that the experience is delivering

the benefits desired by its consumers.

Wine and culinary festivals are beneficial to the consumer in many ways. Festivals

provide the elements of a wine-related experience that many wine enthusiasts and novices

seek, often in the quaint rural settings of the vineyards. These elements include

authenticity, uniqueness, social contact, novelty and education (Hall, 1992). By creating

this synergy between consumer and product, lifelong connections to these products are

1

7th Annual Cowichan Wine & Culinary Festival: A Participant Analysis 2

created, and these connections help create consumer loyalty to the region and it’s

wineries (Hoffman, 2001).

As these types of events continue to increase in popularity, it is important to understand

the wants and needs of the consumers who attend them. There are a growing number of

vineyards located across Canada in areas such as Ontario, South-Central British

Columbia, and Vancouver Island. This represents a need for the study of wine and

culinary festival attendance within these regions to help deliver a quality experience. By

knowing what their customers want, wine regions can provide the total wine tourism

experience in a number of ways, the most notable being festivals and events, cultural

heritage, hospitality and education (Charters, 2002). For these reasons, customer

satisfaction surveys are presented as efficient and effective modes through which

customer opinions can be collected.

There has been little empirical research conducted on the subject of how these festivals

can best promote the wineries and wine products of a specific region. Yuan and Jang

(2008) found that consumer satisfaction of festivals results from an overall perception

that the festival was of high quality. This satisfaction leads to increased intentions to

purchase products from that region in the future. Thus, it is necessary for ongoing

research to be conducted at wine and culinary festivals to determine participant

perceptions of quality and satisfaction. The goal of this research was to gauge visitor

experience of festival participants at the 2011 Cowichan Wine and Culinary Festival.

Literature Review

Getz (2000) proposed that the roles of festivals and events in wine tourism are as

attractions, animators, image makers and catalysts for wine tourism. With attending a

festival as the core purpose of their trips, visitors travel to venues seeking an experience

with wine, food, and other leisure activities. In general, visitors of a wine festival want

to meet new people, socialize, be interactive, relax and be entertained (Pissoort, 2007).

Most events have a selection of products or services, all of which are used to create an


experience for the visitor (Bowdin, Mcdonnell, Allen, O’Toole, 2001). According to

Saayman and De Witt (2006), the hosting of a successful event requires the efficient and

effective management of various aspects including:

• friendly and competent staff

• adequate parking

• adequate availability of information

• an effective program

• high levels of hygiene

• quality products and services

• a variety of entertainment and activities

• easily accessible wineries

Taylor and Shanka (2008) examined a wine, food and art festival in a Western Australian

wine region and determined that location contributes greatly to the overall success of

such an event. This reinforces the findings of Saayman & DeWitt (2006) because the

location of the festival contributes to the accessibility of the wineries and the availability

of adequate parking.

In a study conducted by Yuan, Cai, Linton, & Morrison (2005), findings showed that

attendees were motivated by the synergy of wine, travel and event experiences. The

study also showed that wine festivals are useful tools in increasing the interest of younger

people in wine. This would suggest that the effect of wine festivals on consumer

behavior can be seen long after the event ends. Wine festivals effectively increase

interest in wine which, in turn, may increase future wine consumption.

Houghton (2008) studied data collected from regional wine festivals in Australia and

found that wine festivals are an effective form of promotion and attract a wide variety of

consumers. To better understand the diversity of potential consumers, information about

visitors and their needs will help to determine target markets. Target markets usually


include the identification and assessment of different tourist characteristics, such as

demographics, geographic location, socio-economic factors and psychographic

characteristics (Moutinho, 2000). Also, research of motivations for festival attendance is

now seen as invaluable to the success of the wine tourism industry, helping to provide

event organizers with a better understanding of consumer behavior (Bloom, 2005). To

offer quality services and to remain competitive, it is important to ensure visitor’s needs

are catered to in an effective and efficient manner.

Evaluation is the final step in the management process and provides feedback for a new

cycle of management activities (Cronje, Dutoit, Motlatla, & Marais, 2004). Therefore,

evaluation serves a very important role in the success of wine festivals. The ability to

properly assess the satisfaction or dissatisfaction of festival participants can lead to future

improvements. The main goals of evaluation are to:

• determine the success of the event based on the goals that have been achieved

• ensure quality services

• remain competitive

• determine whether the visitor’s needs are met

• determine whether the event program satisfies all stakeholders involved

• determine the overall satisfaction of the visitors

• uncover any gaps in facilitation

• determine how these gaps will be addressed

Feedback from visitors is vital in determining the success of an event, but also provides a

frame of reference for improvements to future festivals.

Common themes found in existing literature include acknowledgment of the potential

profitability of successful wine and culinary festivals (Taylor & Shanka, 2008). The

consumers that attend these festivals are mainly motivated by entertainment and

increased product knowledge and are willing to pay for these experiences. Also, wine


tourism is attracting an increasingly large portion of younger, novice wine drinkers

(Houghton, 2008). Therefore, it is important to fully understand the various market

segments that attend wine festivals and ensure that all needs are met.

The success of wine and culinary festivals is dependent upon many factors; the most

significant being overall visitor satisfaction. Research reveals that the best practice for

ensuring visitor satisfaction is determining the characteristics (demographic,

psychographic, socio-economic, etc.) of various wine tourist segments, as well as

gathering data on perceived satisfaction of various elements of the festival (De Witt,

2006). This can be done using primary research methods such as on-site surveys and

post-event evaluation.

Most importantly, there is a lack of empirical research on the motivations and satisfaction

of wine festival participants in Canada (Yuan & Jang, 2008). The wine regions of

Canada produce high quality, unique products that cannot be found in other parts of the

world. There is a demand for both the products themselves and the knowledge and

experience that wine festivals can offer (Bruwer, 2002). For these reasons, the research

conducted at the 2011 Cowichan Wine and Culinary Festival was relevant and necessary

to enhance the exposure of the wines and vineyards of Vancouver Island. Further, similar

research at other festival venues including the Okanagan region and Southern Ontario

will prove invaluable to organizers who wish to increase overall visitor satisfaction.

Methodology

The purpose of this study was to assess the overall experience of visitors to the 2011

Cowichan Wine and Culinary Festival. Bringing together a team of competent

researchers was integral to the development of sound results. The team members for this

research project included 6 students from the Nanaimo campus of Vancouver Island

University (VIU). The student researchers were in their third year of the Bachelor of

Tourism Management program operated by VIU’s Faculty of Management, and were led

by the lead researcher and professor, Dr. Nicole Vaugeois. All team members shared an


interest in the research process and a passion for food and wine, this allowed for a

thorough and exciting collection and analysis of data for this project. The student

research team offered a unique blend of backgrounds and personal experience that

contributed to the overall success of the research and analysis conducted.

In order to effectively assess the visitor experience, a number of research questions were

necessary. The questions focus on determining the visitor profile, overall satisfaction and

the strength of the Festival’s marketing efforts. The research questions created were used

to determine:

previous Festival participation

origin of visitors

sites visited and frequency of visits

spending

food and beverage purchases

the use of local accommodation

Festival likes and dislikes

suggestions for future improvement

To answer these questions, the research method selected for this study included surveys

that were administered in paper format as well as electronically. The format for the

survey followed a template from previous VIU research endeavours including the Cedar

Yellowpoint Artisans Association study and the Chemainus Visitor Study. The survey

was 14 questions long consisting of close-ended, open-ended and likert scale questions.

A copy of the paper survey can be seen in appendix 1.0. The paper survey was used by

researchers during visitor interceptions that took place at several venues on the tour

throughout the 5 day festival from September 14-18, 2011. Participants were selected by

offering the chance to complete the survey to every visitor that entered or exited the

venue.

An electronic version of the survey was also sent out by email to those visitors who

preferred to complete the survey at their convenience and added their names to the sign-


up sheet. This survey was designed using the online software Survey Monkey and was

created to mimic the paper format survey with questions identical or very similar. By

creating an online survey that was essentially identical to the paper format, researchers

could be assured that whatever reliability or validity issues arose with the paper survey

would be the same as those arising for the online survey. To view a copy of the online

survey see appendix 1.1.

To increase the potential sample size of the survey, ballot boxes were left at each venue

so visitors could leave an email address and be included in the electronic survey if the

research team was not present (see appendix 2.0 for an example of ballots used). In all

scenarios, a reasonable incentive was used to encourage participation; the incentive

included a basket of local products provided by the vendors.

Data collection in the field was delegated to all six members of the research team.

Members collected data from various venues on each day of the Festival and spent

approximately 4-5 hours at each location to ensure a significant sample was reached. The

researchers were set up at entry/exit points to intercept as many visitors as possible and

maintain equal participation of all potential respondents. It is important to note, however,

that researchers were not placed in the tasting areas as this would disrupt traffic flow and

potentially frustrate the vendors’ sales.

Figure 1.0 Researcher In-Field Toolkit


Each researcher was equipped with a clipboard of consent forms, surveys, email sign-up

sheets and a script, shown in figure 1.0. The combination of paper and electronic survey

options was beneficial to the sample size, as many visitors did not want to complete a

survey at the time. The option of being sent a link for the survey at a later date provided

an alternative for those visitors and increased the sample size greatly. The efforts of the

research team resulted in the completion of 56 paper surveys and 193 online surveys, for

a total of 249 surveys.

Upon completion of the data collection phase, data processing and analysis began. All

paper surveys were collected and the results were transferred into Excel spreadsheets.

The results of the electronic surveys were tabulated in the weeks that followed and that

information was transferred from Survey Monkey to Excel also. Both data sets were then

merged into one SPSS program file to create statistical information, charts and graphs of

the findings. The open-ended, qualitative questions included in the survey were then

addressed. All answers to these questions were entered into an Excel spreadsheet and

researchers analysed them to find commonalities and themes. The visual and statistical

information that was acquired from the data analysis was then formatted to be included in

this report and in an electronic media presentation given to the Festival organizers (see

appendix 3.0). The media presentation and the report itself are both effective tools for

knowledge mobilization; they will be of value not only to the organizers, but the venues,

participants and other festival planners as well.

All ethics and security considerations were taken into account during this study. Consent

of the participants was gained before administering the surveys that explained the

confidentiality and intended use of all information provided (see appendix 4.0 for a copy

of the consent form used). Data was kept secure by locking the tangibles in a filing

cabinet at VIU campus and electronic data was held under a password created and known

only by research team members. Data processing and analysis took place in a private

research room on campus that was also protected by a combination-lock door, the code to


which only team members had access. Upon completion of this study and the necessary

knowledge transfer, all data and files will be destroyed to ensure security.

Limitations

Limitations to this study include the time that the data was collected and the geographic

location of the venue. This is because some respondents noted that it was early in the day

and they had not yet had the time to visit many venues, which could have affected their

responses. Also, some of the locations on the tour were more remote than others and this

resulted in fewer responses from these locations, possibly affecting the validity of the

overall study. There are also limits to the size of the sample in that the whole population

of festival attendees were not surveyed. However, the team was able to administer

enough surveys to be confident of the accuracy of the results (n=249).

Findings

Estimates from organizers on population

To purchase products

To support local producers

To explore the area

To spend time with friends or family on an outing

Q1

.AQ

1.B

Q1

.CQ

1.D

44.2%

65.9%

42.2%

62.7%

Q1. Reasons for Attendance Identified by Participants

Figure 2.0 Participant Motivations

Major findings from this study include the motivations of participants as seen in Figure

2.0. Attendees were motivated by a desire to support local producers (65.9%) and to

spend time with family or friends of a social outing (62.7%). Furthermore, significant

Melody, 2011-12-08,

Who has this? How do we get it?


motivations were seen from a desire to purchase products (44.2%) and to explore the area

(42.2%).

I participated alone

I participated with my spouse or partner

I participated with a friend

I participated in a group

Q13

.AQ

13.B

Q13

.CQ

13.D

2.8%

38.6%

18.1%

47.0%

Q13. How Festival Attendees Participated

Figure 3.0 How Attendees Participated

Most attendees participated as a member of a group (47%) but many participated with a

spouse or partner (38.6%) as seen in Figure 3.0.

3%

45%

37%

10%5%

Q14. Amount of Money Spent During Festival Per Par-ticipant

Less Than $100 $101 - $200 $201 - $300$301 - $400 $400 or More

Figure 4.0 Participant Spending


Another significant finding was the amount of money each participant spent or

anticipated spending during the festival. Figure 4.0 displays that a majority of attendees

spent between $101 and $200 over the course of the festival (45%). An additional 37%

stated that they spent between $201 and $300 at the Festival. However an additional

relevant finding is that most people (75.1%) only went to the festival for one day, and

most attendees (67.9) visited 1-5 wineries (Appendix 5).

No Response

Lived Within Region & Day Tripped

Local Resident

Visitor Staying Min. 1 Night in Region

Other

2.0%

44.6%

32.5%

20.1%

0.4%

Q8. Participants’ Visitation

Figure 5.0 Participant Visitation Habits

The number of people attending the festival for one day only (75.1%, Appendix 5) is a

relevant point when considering the results shown in Figure 5.0. This shows that only

20.1% of festival attendees spent even one night in the region. Most attendees live within

the region and made a day trip to the festival (44.6%) or are local residents of the area

(32.5%).


Discussion & Recommendations

The 2011 Cowichan Valley Wine and Culinary Festival Survey provided the opportunity

to further identify and define both the visitors to the festival and the clientele base of the

Cowichan Valley Wineries and Vineyards that participated in the event.

As shown above in figure 2.0 Q.1 the participants in the 2011 survey related to a need to

purchase products(44%), to support local producers (66%), to explore the area (42%),

and to spend time with friends of family on an outing (63%). This information would

suggest, given the percentage of participants who indicated their need. That a holistic

approach that incorporates all these needs and desires of clients is used in both the

planning and marketing on the next Cowichan Valley Wine and Culinary Festival is used.

This may include advertisements that clearly state how the festival fulfills the needs of

potential participants, images that portray these activities taking place, and so on.

Figure 3.0, Q 13. How Festival Attendees Participated, show that the majority of

participants in the survey indicated that they participate in the Cowichan Valley Wine

and Culinary Festival as a social event. It is important to note that attendees of the event

are most likely to attend in groups and not alone. This is useful to know for the organizers

and participating practitioner as groups come together and generally leave together. It is

recommended that sufficient staff are available to serve groups effectively throughout the

duration of event. This information coincides with a social aspect that is desired by event

attendees, which should also go into the advertising and marketing of the festival.

Figure 5.0, Q 8. Participants’ Visitation, helps illustrate the finding that attendees of the

festival are mainly locals. Survey participants indicated that (45%) came from within the

region and day tripped, (33%) were local residents, and (20%) were visitors staying a

minimum of 1 night in the region. This would suggest that though 20% of respondents

indicated they were visiting, the majority of attendees are in fact locals to the area and

region. This finding may need to be explored further, is this due to the fact advertising is

insufficient outside of the region or are there more barriers to participation for visitors?


Finally figure 4.0, Amount of Money Spent During Festival Per Participant, shows that:

45% of respondents spent between 101-200 dollars

37% spent between 201-300 dollars

10% spent between 301-400 dollars

5% spent more than 400 dollars

3% spent less than 100 dollars

Therefore it might be suggested that products are services are grouped together is such a

way that they equate the more populous amount that respondents indicated (between 101-

200 dollars). This might also indicate that more research is necessary to determine what

caused this particular spending pattern to occur. Where there any barriers in place that

prohibited purchases, were the attendees informed as regards to methods of acceptable

payment at the festival?

In conclusion the main findings indicate that a holistic approach in designing, marketing

and implementing the Cowichan Valley Wine and Culinary Festival is necessary to

effectively meet and promote that the festival meets these needs, as indicated by

respondents. The event needs to highlight the social aspect and satisfy this need of

participants, market and advertise locally. Finally more research is necessary to

determine the questions that have arisen from conducting this study.


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framework for wine regions and cellar doors. Journal of Wine Research, 15(1), 27-37.

DOI:10.1080/0957126042000300308

Bloom, J. (2005). Market segmentation: a neutral application approach. Annals of

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typology with hall's wine tourist classification. International Journal of Culture,

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(Unpublished masters thesis). Potchefstroom, North-West University.

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Education & Recreation (SAJR SPER), 32(2), 95-107.

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Management, 7(3), 165–175.

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wine festival attendees' motivations: A synergy of wine, travel and special events.

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AppendicesAppendix 1,0 – Hardcopy Survey


Appendix 1.1 – Online Electronic Survey


Appendix 2.0 – Ballots, Ballot Boxes and Signage


Appendix 3.0 – Electronic Media Presentation of Study


Appendix 4.0 – Consent Form

CONSENT FORMCowichan Valley Wine and Culinary Festival 2011

You are being invited to participate in a study that is being conducted by the organizers of the Cowichan Valley Wine and Culinary Festival with support from research students from Vancouver Island University. The purpose of this study is to gather information about the experience of visitors to the festival. This information will be used to determine how visitors to the festival rate their experience. As a willing participant in the study you will be asked to respond to a series of questions about your opinions on the festival. Participation in this study will take approximately 5-10 minutes of your time. You can complete the survey at the festival, or ask for it to be emailed to you after the experience. Your participation in this study is completely voluntary. You have the right to withdraw at any time in the process, for any reason and without an explanation or penalty. If you wish to discontinue participation, the data you have provided up to that point will no longer be retrievable. All responses that you provide will remain anonymous and confidential. All paper and electronic data will be kept at Vancouver Island University (Room 250-320) in a locked cabinet or password protected computer until Dec. 30, 2011 after which time paper will be shredded and electronic files deleted. By participating in this study you will have an opportunity to provide input on festival. Your input will help to ensure that efforts to improve the festival are based on the feedback of participants such as yourself. There are no inherent risks in participating in this study.

I have read and fully understand the statements above. I hereby consent to participating in this study.

Signature Date

For information or any inquiries regarding this project contact Mike Hanson, festival organizer at 250-733-0940. For more information on the student participation please direct feedback to Dr. Nicole Vaugeois (250-753-3245 Local: 1-2772) at Vancouver Island University.


Appendix 5.0 – Table Results for Questions

To purchase products

To support local producers

To explore the area

To spend time with friends or family on an outing

Q1.

AQ

1.B

Q1.

CQ

1.D

44.2%

65.9%

42.2%

62.7%

Q1. Reasons for Attendance Identified by Participants

48%52%

0%

Q2.A. Participant Attendance Recurrance Tendancies

Previous Attendee First Visit No Response


The Wine and Culinary Brochure

The Wine and Culinary Festival website

Word of mouth

Posters/Signage

Facebook or Twitter

Q4.A

Q4.B

Q4.C

Q4.D

Q4.E

29.7%

21.7%

46.2%

18.5%

1.2%

Q4. How Participants Heard About the Festival

No Response

1-5 Venues

6-10 Venues

11-15 Venues

16-20 Venues

1.2%

67.9%

28.5%

2.0%

0.4%

Q5. Number of Venues Visited at the Festival


No Response

1 Day

2 Days

3 Days

4 or More Days

1.6%

75.1%

20.1%

2.4%

0.8%

Q6. Number of Days Participating in the Festival

Local Vendors

Restaurant

Pub

Franchised fast food

Grocery store

Q7.A

Q7.B

Q7.C

Q7.D

Q7.E

82.3%

33.7%

10.4%

2.4%

7.2%

Q7. Where Festival Participants Ate & Drank During the Event


No Response

Lived Within Region & Day Tripped

Local Resident

Visitor Staying Min. 1 Night in Region

Other

2.0%

44.6%

32.5%

20.1%

0.4%

Q8. Participants’ Visitation

92%

8%

Q9.A. Nights Stayed at a HotelDid Not Stay 1 Night


98%

2% 0% 0%

Q9.B Nights at a bed and breakfast

Did Not Stay 1 Night2 Nights 3 or More Nights

94%

2% 2% 2%

Q9.C. Nights Stayed with Friends or FamilyDid Not Stay 1 Night2 Nights 3 or More Nights


97%

2%2%

Q9.D. Nights Stayed at a CampgroundDid Not Stay 1 Night2 Nights 3 or More Nights

99%

0% 0%

Q9.E. Nights Stayed at “Other” LocationsDid Not Stay 1 Night2 Nights 3 or More Nights


No Response

No Opinion

Needs Improvement

Adequate

Excellent

3.2%

1.2%

2.0%

19.7%

73.9%

Q10.A. Quality of the Products Available

No Response

No Opinion

Needs Improvement

Adequate

Excellent

4.0%

1.6%

14.5%

44.2%

35.7%

Q10.B. Maps and Signage


No Response

No Opinion

Needs Improvement

Adequate

Excellent

4.8%

0.4%

11.2%

39.8%

43.8%

Q10.C. Availability of Food and Beverage Options

No Response

No Opinion

Needs Improvement

Adequate

Excellent

2.4%

0.0%

1.2%

11.2%

85.1%

Q10.D. Hospitality of Vendors


No Response

No Opinion

Needs Improvement

Adequate

Excellent

7.2%

2.4%

7.6%

33.7%

49.0%

Q10.E. Information Provided in Festival Brochure

I participated alone

I participated with my spouse or partner

I participated with a friend

I participated in a group

Q13

.AQ

13.B

Q13

.CQ

13.D

2.8%

38.6%

18.1%

47.0%

Q13. How Festival Attendees Participated


3%

45%

37%

10%5%

Q14. Amount of Money Spent During Festival Per Par-ticipant

Less Than $100 $101 - $200 $201 - $300$301 - $400 $400 or More

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