Abstract
This study examines the perceived benefits of the “Festa dell’Uva” (Grape Festival) in Impruneta, Italy, predominantly from local winery and other business owners. Overall, participants’ comments identify the festival's significant shift of focus, which has resulted in a loss of the original purpose of the festival and undermined the wine sector's traditional importance. The findings align with some of the tenets of social exchange theory, and have important implications for the future of wine and food festivals. For instance, at times when many communities face socio-economic challenges, preserving their traditional food culture can be vital to maintain their identity.
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