Local food festivals in Northeast Iowa communities: A visitor and economic impact study

Abstract

A way to enhance the benefits of tourism is to expand the economic linkages by increasing the amount of local food used in the industry. In this respect, rural communities are using food festivals to promote local commodities. This study, utilizing a questionnaire-based survey, analyses travel motivations of visitors and assesses the economic impact of 11 community-based food festivals in Northeast Iowa (from May to October 2005). IMPLAN Input–Output Model was utilized to assess the economic impact of these local food festivals. The total economic impact of visitors (n = 22,806) in local food festivals in terms of sales is almost $2.6 million; in terms of personal income is $1.4 million; and in terms of employment is 51 jobs. The study also found that festival participants were middle aged, college graduates, affluent, and day trippers. They were primarily motivated to specifically attend the festivals, which they learned about primarily by word of mouth. Festivals visitor spending patterns were similar but rather distinct from heritage visitors.