Food festivals have become the fulcrum of this new form of tourism ( Dixit, 2019).įood festivals are public events aimed at celebrating specific food products. In this context, these new appetites to explore food have boosted the rise of culinary tourism ( Kivela and Crotts, 2006 Wolf, 2006 Mkono, 2011 Hall and Gossling, 2013), making the sector one of the key areas of contemporary tourism ( Hall and Sharples, 2008 Getz and Robinson, 2014 Garibaldi, 2018 Dixit, 2019 Guigoni, 2019). In particular, the new demand for food is no longer fuelled by the fear of hunger or the experience of insecurity ( Cocchiara, 1980 Camporesi, 1981 Artoni, 1999 Grimaldi, 2012), but by a search for leisure, as well as security ( Belasco, 2008 Blackshaw, 2010). In an attempt to cope in an age of risk ( Beck et al., 2000) and individual and collective uncertainty ( Bauman, 2007), consumers have moved from mass-production toward innovative and different products that range from healthy foods to geographically typical foods and from “free-from” foods to environmentally and socially sustainable foods ( Corvo, 2015). Thus, the article suggests that festivals are not just events aimed at commodifying local knowledge, but can be important tools to refresh and maintain local expertise, which is vital and pressing in the context of modern society, and strengthen and expand the relationship between members of the community, thus converting the festival into an endeavor to foster sociocultural sustainability.Ī growing attention to the themes of food and its origin, quality, sustainability, and safety marked the beginning of the twenty-first century ( Albala, 2013). In the face of a decline of asparagus production, the article highlights the role of the festival in fostering a revival of local food knowledge, which is also able to embrace modernization, at the same time maintaining a strong sense of the past and Mezzago's legacy. This article presents the ethnographic case of the Pink Asparagus Festival in Mezzago in Italy, analyzing how the festival supported the continuation of crop production and its associated traditional knowledge in the village. The article investigates the link between food festivals and traditional food knowledge and explores the role played by tourist events in disseminating local agricultural and gastronomic knowledge. University of Gastronomic Sciences, Bra, Italy.
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