Festivalisation of edible [food] heritage and community participation: From a multi-stakeholder perspective
School of Business and Law
This chapter focuses on collaborative actions and alliances between local communities and stakeholders to develop a successful food-themed festival. A case study of the Tatebayashi Noodle Grand Prix in Japan identifies that the bottom-up approach, initiated by the Tatebayashi Chamber of Commerce and Industry and the private sector including the Udon Society of Tatebayashi, is the driver of regional redevelopment strategies. The case study also finds a different approach to rejuvenate an economically disadvantaged peripheral region, mainly agricultural region, using a food festival of which food heritage is in the centre of every effort of festival development, management and broader activities of destination marketing. The significance of food heritage as the fundamental of contemporary food product development in tourism is widely shared by the local communities, and stakeholders are actively involved in not only promotion of its food but also the education of intangible food heritage for younger generations.