The “art” of creative food experiences: A dimension-based typology

Abstract

PurposeArt and culture and the subsequent enhancements thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. DesignThe authors developed a ‘Quadrifocal experiencescape’ framework to help contextualise these offerings. The quantitative case studies were undertaken at two well-known and popular Afrikaans annual national arts festivals in South Africa. FindingsSix tasting experience dimensions, as well as five tasting and culinary preference factors and three influential attributes, were revealed. A cluster analysis performed on the tasting experience dimensions revealed three distinct segments of culinary visitors (particular experiences sought by visitors), thereby proposing a 3C-typology. Originality and valueThis research makes an innovative contribution to the body of knowledge regarding tasting experiences at national arts festivals, an aspect not previously researched. The originality of this research lies in identifying tasting experience dimensions, preferences and attributes as well as visitor segments and may be regarded as a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences. Practical and managerial implicationsBased on the results, practical implications are provided in the body of text to enhance the current tasting experiences as well as visitor loyalty among each of the segments. The segments’ preferences indicate culinary opportunities for consideration by festival organisers for forth-coming festivals.