GEOGRAPHY AND TOURISM, Vol. 8, No. 1 (2020), 19-35, Semi-Annual Journal eISSN 2449-9706, ISSN 2353-4524, DOI: 10.36122/GAT20200802
© Copyright by Kazimierz Wielki University Press, 2020. All Rights Reserved. http://geography.and.tourism.ukw.edu.pl
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Alicja Gonia1a, Przemysław Charzyński2b
1 Kazimierz Wielki University, Institute of Geography, Bydgoszcz
2 Nicolaus Copernicus University in Toruń, Faculty of Earth Sciences and Spatial Management ORCID: a https://orcid.org/0000-0002-8358-8166; b https://orcid.org/0000-0003-1467-9870 Corresponding author: alicja.gonia@ukw.edu.pl
Food events in the Kuyavian-Pomeranian
voivodship – their recognizability and branding
Abstract: Today, discussion on culinary events in the context of branded tourist products is gaining increasing momen-tum, and more attention is drawn to the concept of branding as such. Said concept allows for establishing and main-taining a positive image of a particular brand, as well as impacts the extent to which a given product is recognized. The article aims to shed light on event brands and analyse the recognizability of individual culinary experiences organized in the Kujawsko-Pomorskie voivodship from the point of view of this region’s inhabitants. The analysis was based on data obtained via a diagnostic survey conducted among randomly encountered persons (N=660). 178 respondents (27.0%) declared they have taken part in culinary events. The respondents indicated a total of 19 events1, with Beergoszcz Beer
Festival and Toruń Gingerbread Festival being most frequently mentioned (30%), followed by Kujawsko-Pomorski Goose Festival in Strzelce Dolne and Toruń Beer Festival, which were pointed out by 20% of respondents. Participation in the events was at considerably lower level. and its maximum was 7.5% with regard to Beergoszcz Beer Festival. The analysis of elements conductive to conscious brand development showed that not all events, including those with long-running tradition, employ basic marketing instruments. Nevertheless, some of them continue to attract large groups of visitors, which is indicative of their well-developed brand. Furthermore, the analysis showed that some local events, as much as they may explore original themes and have interesting programs, are in need of enhancing their brand.
Keywords: culinary events, tourism brand, branding, Kujawsko-Pomorskie voivodship
1. Introduction
Contemporary trends on the market of high-quality culinary products involve, among others, promotion of ecological and traditional food, cultivation of traditional ways of creat-ing and recreatcreat-ing recipes, as well as popular-ization of new culinary trends, such as exotic flavours of ethnic cuisines and plant-based diet (in 2019 ethnic trends were number one as far as culinary sphere is concerned, www. kierunekspozywczy.pl/artykul,59010,trend- etniczny-numerem-jeden-w-kuchni-w-2019-roku.html). Research conducted thus far show that culinary events constitute the best way to
promote cuisine and culinary heritage (culi-nary holidays and festivals, market places, feasts, picnics and gastronomic fairs) (Krupa and Krupa, 2008; Skoczylas and Widz, 2015; Woźniczko and Orłowski, 2017). The popular-ity of said endeavours is apparent when we take a gander at the sheer number and diversity of culinary events organized in various places of Poland (Gonia, 2013; Duda-Gromada, 2015; Kozłowska, 2015; Orłowski and Woźniczko, 2015; Skoczylas and Widz, 2015; Charzyński et al. 2015; Stokłosa and Krupa, 2015; Malchro-wicz-Mośko, 2017; Zagdańska and Piekarski, 1 The names of events have been translated into English for clarity, however, many of said events do not have an
official English name and may only be found under the original one. Table 2 presents both the original Polish names and their English counterparts as they appear in the article.
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2018). Owing to the popularity of food, wine, beer and other beverages events, this particular topic is frequently the subject of research (Park et al., 2008; Axelsen and Swan, 2009; Einarsen and Mykletun, 2009; Getz and Robinson, 2014; Folgado-Fernández et al., 2016; Goolaup and Mossberg, 2016).
Culinary events held in any given region play an important social and economic role. They boost tourist attractiveness of towns and entire regions (Kozłowska, 2015; Marczak, 2015; Woźniczko and Orłowski 2017), but more importantly they offer an opportunity for smaller and local communities to stand out (Krupa and Krupa, 2008). Events of this kind, as they contribute to a more diverse tourist offer and establish new tourist products, constitute a factor of local development (Skoczylas and Widz, 2015). They are also an interesting form of leisure for the local population (Stokłosa and Krupa, 2015).
Increasingly more attention is drawn to culinary events in the context of tourist brand. (branded tourist products). From the mar-keting point of view, tourist brand represents
a recognizable and distinguishable collection of functional, material and emotional features (values) that are of importance to groups of consumers who are willing to make purchases. (Sawińska, 2009). Thus, market success is mea-sured with the capacity to gather a sizable group of consumers, in which case the decisive factor that determines the popularity and recogniz-ability of an event is its brand. In other words, successful development of brand awareness by means of establishing and sustaining a positive image of a particular brand from the consum-er’s perspective.
The paper seeks to determine recognizabil-ity of culinary events held in the Kujawsko-Po-morskie voivodship among the inhabitants of the region, as well as to familiarize the reader with the brand of selected culinary events by means of examining the profile of the partici-pants and their opinions pertaining to the cor-responding events. Furthermore, the authors outline the basic marketing instruments allow-ing for the development of brand awareness in relation to events, as well as to asses various event branding strategies.
2. Research methods
The study was performed using a diagnostic survey method on a group of 665 respondents. The authors elected to employ a direct interview approach supplemented with a paper version of the survey (PAPI – Paper and Pencil Interview) (Raport z badania…, 2014). The survey was conducted among random persons encoun-tered outside the culinary events (different time and places). This allowed the authors to assess the extent of interest the population holds for the events organized in the Kujawsko-Pomor-skie voivodship2. The surveys were conducted at shopping malls in Bydgoszcz and Toruń between October and December 2019. The interviewees involved exclusively the inhabi-tants of the Kujawsko-Pomorskie voivodship, mostly urban residents. The presented study is based on a total of 660 surveys.
The analysis of event branding accounts for the promotion mechanisms employed by event organizers, such as internet website, Facebook profile and the use of a graphic representation of an event brand, i.e. logo. Emphasis was also placed on elements such as cyclicality and time frame, year of the first edition, diversity of accompanying events as well as the number of exhibitors and visitors attending a given event. Due to a lack of precise data pertaining to the actual number of attendees (either not mea-sured or unpublished), the interest in events and their popularity were estimated based on the number of likes and followers found on the social network profile dedicated to a given culi-nary event or experience2.
The respondents were asked to evaluate culinary events with respect to image-building
Alicja Gonia, Przemysław Charzyński
2 Since general population size of culinary event participants in the Kujawsko-Pomorskie is unknown, it is not certain whether the obtained results are representative of the entire participants population.
3 Facebook was chosen due to the fact that it is the most popular and frequently visited social network in Poland, used by 79.24% of all Polish internet users (Szczepkowski, 2019, after: Zimowska, 2018)
21 Food events in the Kuyavian-Pomeranian voivodship – their recognizability and branding
elements (event name and logo) and promo-tion efficiency, using a 5-point scale (1 being the lowest score, 5 – the highest). The obtained results were then calculated to average scores. Furthermore, the authors outlined the profile of event participants, which is a crucial step in
the process of developing brand awareness. The study sample structure was analysed as divided into three groups of respondents: (1) event participants, (2) individuals who have heard of some events, and (3) those with no knowledge of culinary events.
3. Results and discussion
3.1. Knowledge of culinary events in the Kujawsko-Pomorskie voivodship
The survey performed among randomly encountered individuals allowed for deter-mining the percentage of respondents that are interested in culinary events. The survey revealed that 68.5% of the study participants were familiar with culinary events held in the Kujawsko-Pomorskie voivodship, whereas 27.0% actively took part in said events (Table 1). The respondents that participated in events (N=178) did so 405 times, which translates into an average frequency of 2.3.
Beergoszcz Beer Festival proved to be the best-known event (39.2% of respondents have heard of it), followed by Toruń Gingerbread Festival (35.2%) (Fig. 1). A considerable group of respondents also indicated Kujawsko-Po-morski Goose Festival (25.2%), Plum Festival in Strzelce Dolne (23.6%) and Toruń Beer Fes-tival (22.2%). Fewer respondents mentioned Summer Colours – Autumn Gifts (8.4% of interviewees), Food Truck Festival, Frymark Bydgoski, “Summer in the Village” – Flavour and Tradition day in Minikowo, and Beer, Wine and Cider Festival in Bydgoszcz. Individual interviewees were also familiar with Wege Fes-tiwal, World Dumpling Festival in Bydgoszcz, Ino-Gęś Family Fest “with Goose in the Back-ground” in Inowrocław, Broccoli and Onion Flavour Festival in Dąbrowa Biskupia, Bałabun Day – Kociewie Potato Festival in Świecie, Apple Festival in Choceń, as well as Kuyavian Sour Rye Soup Festival in Brześć Kujawski. Table 1. Structure of the study sample reflecting
inter-est of respondents in culinary events organized in the Kujawsko-Pomorskie voivodship (N=660) (Source: own study)
Familiarity with and
participation in events respondentsNumber of Percentage of respondents
Participate in events 178 27.0%
Have heard of events 274 41.5%
Do not know of events 208 31.5%
Total 660 100.0%
Figure 1. Respondents’ declared familiarity with culinary events held in the Kujawsko-Pomorskie voivodship (in %) (N=660) (Source: own study)
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Recognizability of culinary events in the Kujawsko-Pomorskie voivodship among its inhabitants is relatively high (typically amount-ing to more than 20.0%, with the maximum of 39.0%). For comparison, a similar study conducted by Cichocka and Krupa (2018) in the Podkarpackie voivodship, which aimed to determine how familiar the population is with the culinary events held in said region (N=74), indicated results between 12% and 17% (maxi-mum of 32%). Orłowski and Woźniczko (2016), on the other hand, having studied a group of 600 respondents encountered at selected fairs in Warsaw, found that 10% of their interview-ees were familiar with the Flavour Festival in Gruczno. Taking into consideration that the respondents in that particular study did not come from the Kujawsko-Pomorskie region,
such a results points to a considerable recog-nizability of the event.
As far as the entire sample group is con-cerned (N=660), the percentage of respon-dents that participate in the events organized in the Kujawsko-Pomorskie voivodship does not exceed 10%. The maximum in relation to the most popular Beergoszcz Beer Festi-val amounted to 7.5% (Fig. 1), followed by Kujawsko-Pomorski Goose Festival (5.8%), Plum Festival in Strzelce Dolne (5.3%) and Toruń Gingerbread Festival (5.0%), which were also frequently indicated as events the respon-dents have heard of. High correlation coefficient (0.818) demonstrates a considerable degree of interrelationship between the percentage of individuals who have heard of an event and the percentage of actual participants.
2.2. Selected culinary events in the Kujawsko-Pomorskie voivodship and basic
pro-motional tools
The 19 events indicated by the respondents as familiar include thematic culinary events, fla-vour festivals and fairs. All analysed events are held periodically and feature rich programs predicated on the theme, as well as a diverse offer of accompanying attractions (Table 2). As far as festivals are concerned, the biggest one in the Kujawsko-Pomorskie voivodship is Fla-vour Festival in Gruczno, which is among the most prominent festivals in Poland (Skoczy-las and Widz, 2015) that gave rise to culinary event tourism in the country (Orłowski and Woźniczko, 2016). Each year the event is attended by approx. 15 000 visitors. It is also distinguished for its branding and market-ing practices, has its own logo (Fig. 2) and an official website (http://festiwalsmaku.eu/). On Facebook, the festival has been liked by 7 000 users. The second largest event of this kind, Fla-vour Festival in Toruń, is organized in conjunc-tion with the “Wypoczynek” Tourist Fair, and it is attended by 5 000 people each year (http:// centrumtargowepark.pl/36/torunski-festiw-al-smakow). Nevertheless, its Facebook pro-file does not attract a large number of people (600). Also, the festival does not have an official website or logo. Another event in the voivod-ship that is considered successful at attracting potential visitors is Food Truck Festival held in Bydgoszcz, Toruń and Włocławek, which has
been a recurring event since 2016, and which owes its popularity to current fashion for street food and food trucks (Kozłowska, 2015). In 2019, the event met with the interest of 2 500 Facebook users in Bydgoszcz, 3 500 in Toruń and 1 600 in Włocławek. The festival has its own official website (https://festiwalsmaku. com.pl/o-festiwalu/) and logo (Fig. 2).
As far as trade events are concerned, Fry-mark Bydgoski is a particularly notable exam-ple of well-imexam-plemented branding activities. It is a periodic trade fair revolving around local, ecological and regional products, which is considered very popular among the citizens of Bydgoszcz. The event has an official website, logo and a Facebook profile observed by 14 000
users. Tourism and Horticulture Fair “Summer
in the Village” – Flavour and Tradition Day con-stitutes an event with a long-running tradition, which is predominantly focused on promoting the culinary heritage of the Pomorze and Kujawy regions. Admittedly, the event does not have an official website, logo or Facebook profile, how-ever, the large number of participants – over 30 000 attendees and 300 exhibitors – is indicative
of a strong and well-established brand (www.
kpodr.pl/lato-na-wsi-2019/). Another example of an event of considerable popularity includes Wege Festival – Vegetarian and Vegan Fair – organized periodically since 2017. In 2019 one
23 Food events in the Kuyavian-Pomeranian voivodship – their recognizability and branding
thousand people confirmed their participation on the official Facebook fanpage, whereas five thousand users expressed their interest in the event. The event has its own logo.
The most numerous group of events that the respondents proved to be familiar with are thematic culinary events, typically following a single theme, such as fruit (apples, plums), vegetables (potatoes, broccoli and onion), goose meat, beer, ready meals (sour rye soup, dumplings and vegetarian dishes) or sweets (gingerbread). One of the most popular events related to fruit and vegetables is undoubtedly Plum Festival in Strzelce Dolne, which has been organized periodically since 2001. In 2005, the number of attendees was estimated to 10 000 (Gonia, 2013). At present, some sources indicate up to 50 000 participants (https://pomorska. pl/swieto-sliwki-w-strzelcach-dolnych-juz-w-sobote-i-niedziele-program/ga/c1-14404873/ zd/38459325). The event is dedicated to the promotion of “Strzeleckie Plum Preserves”, i.e. plum spread originated in the Lower Vistula valley that has been entered onto the List of Traditional Products. The event has been liked by over 3 500 Facebook users and has its own official website (http://swietosliwki.pl/). Inter-estingly, although Plum Festival is built upon many years of tradition, it does not have an offi-cial logo. The event entitled “Summer Colours – Autumn Gifts” has been organized since 1994. It has a logo, but no dedicated website, and is not particularly popular on Facebook. In 2019 fewer than 50 people declared willingness to participate in the event, with a little over 200
users expressing their interest. Nevertheless, the event has well-established brand and attracts around 3 000 visitors and 100 exhibitors each year (www.kpodr.pl/barwy-lata-dary-jesieni/). The remaining events: Apple Festival and Choceńskie Granie, Bałabun Day – Kociewie Potato Festival (in 2011 awarded by the Mar-shal of the Kujawsko-Pomorskie voivodship in the „Rodzynki z pozarządówki” competition)
and the Broccoli and Onion Flavour Festival
are predominantly of local reach and do not demonstrate any particular branding practices.
Events dedicated to beer products, on the other hand, are typically well-branded. Beer-goszcz Beer Festival, for instance, offers glasses, t-shirts and bags with imprinted festival logo. Similarly, Toruń Beer Festival also has its own festival set of glasses and a graphically enticing logo (Fig. 2). Beergoszcz is liked and observed on Facebook by over 6 000 users. Toruń Beer Festival seems less popular – in 2019 a total of 1 600 users declared willingness to participate, and 7 700 people expressed their interest in the event. As for the Beer, Wine and Cider Festival in Bydgoszcz – organized for the first time in 2019 – 500 persons confirmed their participa-tion, and almost 3 000 were interested.
One should also mention good promotional practices displayed by Kujawsko-Pomorski Goose Festival, which is the crowning event of the “Goose for St. Martin’s Day” campaign (Gęsina na Świętego Marcina) under the aus-pices of the Marshal Office of the Kujawsko-Po-morskie voivodship. It is one of the largest trade fairs of goose products in Poland, visited Figure 2. Graphic signs corresponding to selected culinary events in the Kujawsko-Pomorskie voivodship
Ta ble 2. S ele ct ed c ha rac ter ist ics o f t he e ven ts (S our ce: o w n s tud y) N am e o f c ulin ar y e ven t Ye ar o f th e fir st ed iti on Mo nt h Ho st Face bo ok p ro file o r ev ent Offici al w ebsi te Lo go Loc at io n Side e ven ts N um ber of exhi bi -to rs Nu m -ber o f pa rt ici -pa nt s Fl av our f es tiva ls Fl av our F es tiva l in G ruczn o Fes tiwa l S ma ku w G ru czni e 2006 Augu st Lo w er V ist ul a Ri ver F rien ds So ciet y Pro fil e 1: lik es – 7,002 fo llo w er s – 7,399 Ye s Ye s A re a a t t he hi sto ric al wa ter mi ll in G ruczn o – co nt es ts: “ Fl av our o f t he Y ea r”, “ H on ey o f t he Y ea r”, “C or di al o f t he Y ea r”, “ Audien ce G ra nd P rix ” – H on ey F es tiva l ce le bra tio n – c ulin ar y dem on stra tio ns – a rt ist ic p er fo rm an ces, co ncer ts ca. 150 ca. 15,000 Fl av our F es tiva l in To ru ń To ruńs ki F es tiwa l Sm ak u 2011 Ma rc h U rb ito r, LLC Pro fil e 2: lik es – 572 fo llo w er s – 629 No ne No ne PARK F air C en tre in To ru ń – G ra nd P rix A wa rd co m pet itio n f or t he b es t c ulin ar y pr odu ct – p res en ta tio ns, w or ks ho ps, c ulin ar y dem on stra tio ns ca. 70 ca. 5,000 Fo od T ruc k F es tiva l in T or uń, B ydg oszcz, Wło cła w ek Fes tiwa l S ma kó w F oo d Tr uckó w w T or uni u, By dgosz czy , Wło cła w ku 2016 diff er en t m ont hs MD D , LL C Ev en t 3: By dg oszcz (2018): pa rt ici pa nts – 533 in ter es te d – 2,500 To ruń (2018) pa rt ici pa nts – 1,000 in ter es te d – 3,500 Wło cła w ek (2019): pa rt ici pa nts – 491 in ter es te d – 1,600 Ye s Ye s By dg oszcz: p ar kin g sp aces a t t he A rt eg o A ren a, F or es t P ar k o f C u ltur e a nd R es t; To ruń: Bło ni a N ad w iśl ań sk ie , Ry ne k N ow omiejs ki; Wło cła w ek: B ul wa ry , Zi elo ny R ynek – “ Bes t F oo d T ruc k” co nt es t – s pe ed-e at in g co nt es t – c hi llo ut zo ne – p la y a re a va rie d num ber , ca. 20–25 food truc ks N/A Fa irs To ur ism a nd H or tic ul -tur e F air “ Summ er in th e V ill ag e” – Fl av our an d T radi tio n D ay in M ini ko w o Ta rg i T ur ys ty -czn o-Og ro dnicze L at o na wsi – Ś w ięt o S m ak u i T rad yc ji w M ini ko w ie 2000 M ay Ku ja ws ko-P o-m or sk ie A gr ic ul -tura l A dv iso ry C en tre (KPO D R) in M ini ko w o No ne Yes (KPO -D R's websi te) No ne Ku ja ws ko-P om or sk ie A gr ic ul tura l A dv iso ry C en tre in M ini ko w o – co nt es ts: v oi vo des hi p co nt es t “ O ur C ulin ar y H er i-ta ge – R eg io na l Fl av our s”, a udien ce co nt es t “ Le ar n-in g a bo ut E co log ic al P ro duc ts” – exhi bi tio ns: R eg io na l L iv es to ck S ho w, N at io na l Po m era ni an a nd P rim ar y D og B re ed s S ho w, A lp ac a Sh ow , O ut do or Ga rden E xhi bi tio n – S pe ct ac ul ar P ov ia t T our na m en t, Fir e H os e T our na -m en t – f ol k b an d p er fo rm an ces – co nt es ts a nd ac tiv ities f or c hi ldr en – p ro m ot io n o f o rga nic a nd a gr ito ur ism fa rm ac tiv i-ties, r en ewa ble en er gy s our ces a nd p ro-en vir onm en -ta l ac tiv ities ov er 300 30,000
Fr ym ar k b ydg os -ki – m ar ket p lace f or eco log ic al , r eg io na l a nd ha ndicra ft p ro duc ts Fr ym ar k b ydg os ki – jar m ar k p ro du kt ów eko , reg io na ln yc h i r ęk o-dzieła 2013 w ho le y ea r Św ia t B ab M alin ow y Chr uśni ak Pro fil e 4: lik es – 14,102 fo llo w er s – 14,523 Ye s Ye s Sq ua re b y t he B ydg o-szcz Fin an ci al C en tre – wa lks, t our s a nd o ut do or ac tiv ities (e .g . “ FR YMARK W al k – o n t he T ra il o f U rb an H erbs ”, “ Cu lin ar y a nd Cu ltura l 1-D ay T rip ” t o R an ch o N iesza w ka a nd t he O len der E thn og ra phic P ar k) ov er 40 N/A W eg e F es tiwa l B ydg o-szcz 2017 O cto be r W eg e F es tiwa l Ev en t (2019) 5: pa rt ici pa nts – 1,000 in ter es te d – 5,100 No ne Ye s Zdzi sła w K rzysz -ko w ia k S tadi um in By dg oszcz No ne N/A N/A Th em ed c ulin ar y e ven ts – b eer a nd o th er b ev era ges Be er goszcz B eer F es tiva l Fes tiwa l P iwa B eer go -szcz 2015 Sep tem ber Po m orze a nd K u-ja w y F air C en tre Pro fil e 6: lik es – 6,277 fo llo w er s – 6,413 No ne Ye s Imm ob ile Ł uczniczka in B ydg oszcz – co nt es ts: “ Be er goszcz H om e-m ade B eer C on tes t”, ph ysic al fi tn es s co nt es t o rga ni se d b y t he H ar pa ga n Br ewe ry – b eer b re w in g s ho w – co ncer ts – b oa rd ga min g zo ne – f oo d t ruc k zo ne 25 exhi b-itor s – br ew er ies, 12 f oo d tr uc ks N/A To ruń B eer F es tiva l To ruń sk i F es tiwa l P iwa 2018 Ju ne D eer B ea r B re w -er y G rzeg orz D ur ta n Ev en t (2019) 7: pa rt ici pa nts – 1,600 in ter es te d – 7,700 No ne Ye s Cu ltura l a nd C on -gr es s C en tre J or da nk i – e le ct ro nic a nd b oa rd ga min g zo ne – c hi llo ut zo ne – f oo d t ruc k zo ne – b arb er a nd t at to o a rt ist s er vices 15 b re w -er ies, s ev -era l f oo d tr uc ks N/A Be er , W in e a nd Cider Fes tiva l in B ydg oszcz Fes tiwa l P iwa, W ina i C ydr u w B ydgosz czy 2019 Fe br ua ry / Ma rc h Smac zn y T arg Ev en t (2019) 8: pa rt ici pa nts – 476 in ter es te d – 2,700 No ne No ne Zdzi sła w K rzysz -ko w ia k S tadi um in By dg oszcz No ne N/A N/A Th em ed c ulin ar y e ven ts – f rui ts Pl um F es tiva l in S trze lce D ol ne Św ię to Ś liw ki w S tr -ze lc ach D oln ych 2001 Sep tem ber St rze le cka D olin a A ss oci at io n a nd Fa rm er's W iv es' A ss oci at io n in St rze lce D oln e Pro fil e 9: lik es – 3,696 fo llo w er s – 3,770 Ye s No ne St rze lce D oln e, fo otb al l p itc h n ea r th e A nn a a nd J an Iwa no ws ki A gr ito ur -ism F ar m – p la y a re a f or c hi ldr en – lo ca l b an d p er fo rm an ces – w ic ker m ak in g dem on stra tio n – V ist ul a cr ui ses, b al lo on a nd h elico pt er flig hts, q uad rides – a nt iq ue a nd o ld a gr ic ul tura l m ac hin er y s ho ws – v ill ag e o f va ni shin g p ro fes sio ns N/A 50,000 Ap ple F es tiva l a nd C ho -ceń sk ie G ra nie Św ię to J abłk a i C ho -ce ńs ki e G ra ni e 2019 Augu st M ay or o f G min a Ch oceń No ne No ne No ne Ch oceń – B ic yc le R al ly do w n t he A pp le T ra il – co ncer ts, b an d p er fo rm an ces – b onfir e a nd d an cin g – p arade o f e ven t p ar tici pa nts N/A N/A
Th em ed c ulin ar y e ven ts – v eg et ab les Summ er C olo ur s – A u-tumn G ifts, P ot at o D ay Ba rw y L ata – D ar y Jes ie ni . Ś w ię to Z ie m -ni ak a 1994 Sep tem ber Ku ja ws ko-P o-m or sk ie A gr ic ul -tura l A dv iso ry C en tre Ev en t (2019) 10: pa rt ici pa nts – 44 in ter es te d – 215 No ne Ye s Ku ja ws ko-P om or sk ie A gr ic ul tura l A dv iso ry C en tre in P rzysie k – co nt es t f or t he b es t p ot at o va riet y, c ulin ar y co m pe -tit io n “ Po ta to in T radi tio na l P om orze a nd K uj aw y Cui sin e” – di sp la ys o f sm al l li ves to ck – b azaa r o f h an dicra ft p ro duc ts a nd a pp lie d f ol k a rt – f ol klo re b an d p er fo rm an ces ca. 100 3,000 (2019) Bała bun D ay – K ocie w ie Po ta to F es tiva l D zi eń Bała buna – Św ię to K oci ew sk ie go Zi emni ak a 2009 Sep tem ber A ss oci at io n o f Św ie cie T ow n En th usi as ts Ev en t (2015) 11: pa rt ici pa nts – 95 in ter es te d – 15 No ne Ye s Św ie cie C as tle – co m pet itio n f or fa rm er's w iv es' a ss oci at io ns f or t he bes t p ot at o s al ad – p ot at o-r el at ed co nt es ts – W da a nd V ist ul a b oa t t rips o n "Sło w ia nka" – co ncer ts, d an ce p er fo rm an ces N/A N/A Br occo li a nd Onio n Fl av our F es tiva l in D ąbr ow a B isk upi a Br ok uło wo-C eb ul ow y Fes tiwa l S ma ku w D ąbr ow ie B isk upi ej 2013 Ju ne Vo iv ode o f G min a D ąb ro wa Bi sk upi a a nd G min a C ul tura l an d S po rts C en tre Ev en t (2013) 12: pa rt ici pa nts – 15 in ter es te d – 1 No ne No ne G min a P ar k in D ąbr ow a B isk upi a – co nt es ts: “ Br occo li a nd Onio n M as ter C hef ”, co nt es t fo r t he m os t a ttrac tiv e s ta nd , “ M as ter o f Flo ret tin g Br occo li” , “ M as ter o f P ee lin g Onio ns ” – p la y a re a f or c hi ldr en – co ncer ts, b an d p er fo rm an ces – j oin t b arb ec ue a nd d an cin g N/A N/A Th em ed c ulin ar y e ven ts – g oos e Ku ja ws ko-P om or sk i G oos e F es tiva l Ku ja ws ko-P omo rs ki Fes tiwa l G ęs in y 2009 N ov em ber M ar sh al l o f t he Ku ja ws ko-P o-m or sk ie v oi vo de -sh ip Ac tio n p ro file o f “G oos e f or S t. M ar -tin ’s D ay” 13: lik es – 5,191 fo llo w er s – 5,453 Y es (w ebsi te of “ G oos e fo r S t. M ar tin ’s D ay”) Ye s Ku ja ws ko-P om or sk ie A gr ic ul tura l A dv iso ry C en tre in P rzysie k – co nt es t f or t he b es t p ro ducer o f g oos e p ro duc ts – c ulina ry d emo ns tr at io ns o f f amo us che fs – b azaa r o f f res h ge es e, go os e dis hes a nd r eg io na l pr od uct s – b azaa r o f r eg io na l h an dicra ft p ro duc ts – ar ea f or c hi ldr en w ith a nim at or s 150 N/A In o-G ęś F ami ly F et e “w ith G oos e in t he Bac kg ro un d” in I no w -ro cła w Ino-G ęś F es ty n R odz -inn y „ z G ęs iną w tl e” w Ino w ro cła w iu 2012 N ov em ber Ku ja ws kie Cu ltura l C en tre an d t he Ci ty o f In ow ro cł aw Ev en t (2019) 14: pa rt ici pa nts – 117 in ter es te d – 264 No ne No ne M ul tia ren a in I no w -ro cła w – co nt es ts: “ Cu lin ar y C om pet itio n f or F ar m er's W iv es' A ss oci at io ns ”, “ Audien ce A wa rd ” c ulin ar y co m pet i-tion – c ulin ar y dem on stra tio ns o f fa m ou s c hefs – p la y a re a, w or ks ho p a nd a nim at io n zo nes f or c hi l-dr en a nd ad ul ts – co ncer ts N/A N/A Th em ed c ulin ar y e ven ts – p rep ar ed m ea ls a nd p ro duc ts To ruń G in gerb re ad Fes tiva l Św ię to T or uńs ki ego Pi erni ka 2002 Augu st C onf ec tio ner y Fac to ry “ Ko per -ni k” Ev en t (2018) 15: pa rt ici pa nts – 1,000 in ter es te d – 5,800 No ne No ne M us eum o f T or uń G in gerb re ad , M us e-um o f E thn og ra ph y, Bło ni a N ad w iśl ań sk ie , Ry ne k S ta ro miejs ki – c ulin ar y dem on stra tio ns – w or ks ho ps, a rt ist ic a nd e duc at io na l c la ss es – in ter na tio na l o pen-a ir a rt ist ic a re a “ G in gerb re ad M an ia” – s po rts p ar t (“ Ko per ni k’s N ig ht T enn er ” r un) – r ecr ea tio n a re a – g in gerb re ad p la y a re a – co ncer ts, s pe ct ac les, exhi bi tio ns 30 f oo d tr uc ks N/A
So ur R ye S ou p F es tiva l in I no w ro cła w Fes tiwa l Ż ur u w I no w-ro cła w iu 4 2014 Th e Ci ty o f I no w -ro cła w, M in era l W at er Dr in kin g H al l – P alm H ou se “In ow -ro cła w ia nka ” an d K uj aws kie Cu ltura l C en tre Ev en t (2019) 16: in ter es te d – 2,400 No ne No ne Br in e P ar k, M in er -al W at er Dr in kin g H al l – P alm H ou se “I no w ro cła w ia nka ” – c ulin ar y co m pet itio n f or t he t itle o f “ M as ter o f S our Ry e S ou p” – t as tin gs – co ncer ts N/A N/A W or ld D um plin g F es t in By dg oszcz Fes tiwa l P ie ro gó w Ś w i-ata w B ydgosz czy 2019 O cto be r Smac zn y T arg Ev en t (2019) 17: pa rt ici pa nts – 1,900 in ter es te d – 11,000 No ne No ne Zdzi sła w K rzysz -ko w ia k S tadi um in By dg oszcz No ne N/A N/A 1 ht tps://w ww .face bo ok.co m/pg/g ruczn o/co mm uni ty/?r ef=p ag e_in ter na l 2 ht tps://w ww .face bo ok.co m/T ar gi-T ur ys ty czn e-WYPO CZYNEK-i-T or u%C5%84s ki-F es tiwa l-S m ak%C3%B3w-199718153566078/?t n-s tr=k*F 3 ht tps://p l-p l.face bo ok.co m/e ven ts/le%C5%9B ny-p ar k-k ul tur y-i-w yp oczy nk u-m y%C5%9B l%C4%99cin ek/i v-f es tiwa l-sm ak%C3%B3w-f oo d-t ruc k%C3%B3w-w-b ydg oszczy/644010679302200/; h ttps://w ww .face bo ok.co m/e ven ts/ ry ne k-n ow omiejs ki-87-100-t or u%C5%84-p ol ska/iii-f es tiwa l-sm ak%C3%B3w-f oo d-t ruc k%C3%B3w-w-t or uni u/125958804890799/; h ttps://w ww .face bo ok.co m/e ven ts/598446794004167/ 4 ht tps://p l-p l.face bo ok.co m/f ry m ar kb ydg os ki/ 5 ht tps://w ww .face bo ok.co m/e ven ts/s tadio n-im-zdzi s%C5%82a wa-k rzyszk ow iaka/w eg e-f es tiwa l-b ydg oszcz-/693187397849630/ 6 ht tps://p l-p l.face bo ok.co m/b eer goszcz 7 ht tps://w ww .face bo ok.co m/e ven ts/399665704101068/ 8 ht tps://p l-p l.face bo ok.co m/e ven ts/s tadio n-im-zdzi s%C5%82a wa-k rzyszk ow iaka/f es tiwa l-p iwa-w in a-i-c ydr u/2154582424805879/ 9 ht tps://w ww .face bo ok.co m/%C5%9A wi%C4%99t o-%C5%9A liw ki-W -S trze lcac h-D oln yc h-269714846548331/ 10 ht tps://p l-p l.face bo ok.co m/e ven ts/p rzysie k-87-134-p rzysie k-p ol ska/b ar wy-l ata-d ar y-j esieni-w-p rzysie ku/389604364995593/ 11 ht tps://w ww .face bo ok.co m/e ven ts/za m ek-w-%C5%9B wie ciu/%C5%9B wi%C4%99t o-b a%C5%82a bun a-czy li-dzie%C5%84-k ocie ws kieg o-ziemni aka/947693155269868/ 12 ht tps://w ww .face bo ok.co m/e ven ts/187162268649678/ 13 ht tps://p l-p l.face bo ok.co m/cza sn ag esin e 14 ht tps://p l-p l.face bo ok.co m/e ven ts/h ala-w ido wi sk ow o-s po rto wa/in o-g%C4%99%C5%9B-f es ty n-r odzinn y-z-g%C4%99sin%C4%85-w-t le/473793956569097/ 15 ht tps://w ww .face bo ok.co m/e ven ts/b%C5%82o ni a-n ad wi%C5%9B la%C5%84s kie-t or u%C5%84/%C5%9B wi%C4%99t o-t or u%C5%84s kieg o-p ier ni ka-2018/192586701442044/ 16 ht tps://p l-p l.face bo ok.co m/e ven ts/zes p%C3%B3%C5%82-szk%C3%B3%C5%82-cen trum-kszt a%C5%82ceni a-r olniczeg o-s tar y-b rze%C5%9B%C4%87/ix-%C5%9B wi%C4%99t o-%C5%B Cur u-k uj aws kieg o-z-fir m%C4%85-ka lc hem/149874202598191/ 17 ht tps://w ww .face bo ok.co m/e ven ts/s tadio n-za wi sza/f es tiwa l-p ier og%C3%B3w-%C5%9B wi ata-b ydg oszcz/375109703160077/
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by several thousands of enthusiasts each year (Charzyński et al., 2015; https://pomorska.pl/ festiwale-gesiny-2019-w-przysieku-minikow-ie-rypinie-i-inowroclawiu-juz-w-weekend/ ar/c8-14469647). Ino-Gęś Family Fest “with Goose in the Background” organized in Inow-rocław is another event that promotes goose products, albeit on a local scale. It is not par-ticularly popular, as can be surmised from the data obtained from Facebook (100 users con-firmed their participation, 250 were interested). A number of events explore the theme of ready meals and sweets. One of such events is the Kuyavian Sour Rye Soup Festival in Brześć Kujawski, which attracts enthusiasts of the famous Kuyavian żur as well as music lovers. The event in question demonstrates already well-established brand. In 2019, almost 2 500 Facebook users expressed their interest in the
event. Another considerably popular event of this kind is the World Dumpling Fest in Byd-goszcz. In 2019 almost 2 000 Facebook users declared their willingness to participate in the event, whereas 11 000 indicated their interest. Lastly, there is Toruń Gingerbread Festival, an event whose traditions date back to the Inter-war period. The event in question combines ele-ments of cuisine, music, sports and education, and is clearly oriented towards family leisure. The main theme involves the famous Toruń gingerbread, which is believed to be one of the most prominent tourist attractions the city has to offer (Woźniczko and Orłowski, 2018). The festival does not have an official website, Facebook profile or logo. In 2018 one thousand Facebook users declared willingness to partic-ipate in the event, and 5 800 users expressed their interest.
3.3. Event branding according to respondents – participants
The main motivation for participation in given events in Kujawsko-Pomorskie voivodeship was entertainment and amusement (39.3% of respondents), followed by opportunities to dis-cover new tastes (36.5%) (Tab. 3). A sizeable percentage of respondents also stated that curi-osity (29.8%) as well as leisure and recreation (22.5%) urged them to take part in the festiv-ities. Only 14.0% indicated that their choice is driven by the opportunity to learn about culi-nary traditions. Most respondents claimed that general atmosphere of an event constitutes the most important aspect (66.3% of surveyed), followed by thematically matched exhibitions (24.7%) and number of exhibitors (21.3%).
Apparently, tasting local dishes and bever-ages was of the greatest importance for slightly more than half of the respondents (53.9%), fol-lowed by discovering new tastes (31.5%), and
buying traditional products (21.9%). Watching
the dishes being prepared proved to be not as
relevant (10.1%), and the same was true for
broadening the knowledge about local food
products and learning about traditional
prepa-ration methods and culinary traditions.
According to the majority of the surveyed, the events they attended were familial and social in nature: 50.6% of them declared having gone with their families, whereas 46.1% – their
friends. In like manner, the main sources of information on the culinary events in ques-tion were family and friends (54.5%), together with social media (39.9%). The other means of learning about them posed much less of a cru-cial factor.
The overall assessment of the events, accord-ing to respondents, was high – it amounted to 4.3 points (on a scale of 1–5). Depending on the particular event, it ranged from 4.1 to 4.6 points. Food Truck Festival (4.6 pts) and Kujawsko-Po-morski Goose Festival (4.5) scored highest (Fig. 3). In turn, Toruń Beer Festival, Beergoszcz Beer Festival, Toruń Gingerbread Festival, as well as Flavour Festival in Gruczno earned 4.3 points, and both Toruń Flavour Festival and Plum Festival obtained the least points (4.1 pts). The respondents also showed positive atti-tude to the event names. With an average of 4.3 points, the assessment of specific events fluctu-ated between 3.8 (Toruń Flavour Festival) and 4.6 (Food Truck Festival and Beergoszcz Beer Festival) (Fig. 4). Not all of the respondents were familiar with the event logos: 10.7% of the interviewees showed a the lack of knowledge in this regard, and 12.9% had no opinion. The logos of beer-related events were rated highest: Toruń Beer Festival and Beergoszcz Beer Fes-tival received 4.4 points (Fig. 5). At the same
29 Food events in the Kuyavian-Pomeranian voivodship – their recognizability and branding
time, the logo of Flavour Festival in Gruczno obtained the lowest score – only 3.6 points, with the average being 4.2 points (Fig. 6). The opinions on event promotion were also divided. With an average of 3.9 points, the highest rating for promotional activities was earned by Food
Truck Festival (4.3 pts), Toruń Gingerbread Festival (4.2 pts), followed by Beergoszcz Beer Festival, and Kujawsko-Pomorski Goose Fes-tival (4.1 pts each). The promotional practices pertaining to the other events were assessed lower than 4.0 pts.
Table 3. Characteristics of participation in culinary events (N=178) (Source: own study)
Event characteristics %*
WHAT MOTIVATED YOU TO PARTIC-IPATE IN THE EVENT?
entertainment, amusement 39.3
discovering new tastes 36.5
Curiosity 29.8
leisure, recreation 22.5
learning about culinary traditions 14.0
Other 0.6
WHERE DID YOU LEARN ABOUT THE EVENT? friends, family 54.5 social media 39.9 advertisement / bill 12.9 radio, TV 11.2 internet websites 7.9 newspaper advertisement 5.1 fairs, festivals 3.9
folders, informational flyers 1.1
Other 0.6
WHAT DID YOU LIKE THE MOST?
event atmosphere 66.3
thematically matched exhibitors 24.7
large number of exhibitors 21.3
additional events 6.2
children’s attractions 3.9
Other 0
WHAT WAS THE MOST IMPORTANT FOR YOU?
tasting local dishes and beverages 53.9
discovering new tastes 31.5
buying traditional products 21.9
broadening the knowledge about local food products 10.7
watching the dishes being prepared 10.1
learning about traditional preparation methods 7.9
learning about culinary traditions 7.3
learning about local food producers 4.5
Other 0.6
WITH WHOM DID YOU TAKE PART IN THE EVENT?
Family 50.6
friends 46.1
Alone 6.2
Other 2.2
30
Figure 3. Overall event assessment (Source: own study)
Figure 4. Assessment of event image-building elements – name (Source: own study)
Figure 5. Assessment of event image-building elements – logo (Source: own study)
31 Food events in the Kuyavian-Pomeranian voivodship – their recognizability and branding
Figure 6. Assessment of event promotion (Source: own study)
3.4. Profile of a culinary event participant in Kujawsko-Pomorskie voivodeship
In the study sample, the most represented groups were women (60.3% of those surveyed) (Tab. 4), as well as people at age 16–24 (37.4%) and 25–44 (34.2%). Respondents with higher (41.7%) and secondary education (38.3%), living in cities of Kujawsko-Pomorskie voivode-ship (80.3%) predominated over the other survey participants. Furthermore, it should be mentioned that more than half of respondents comprised the employed (53.2%), the second largest group being students (28.5%).
It has also been observed that the sex does not fundamentally affect the degree of familiar-ity with culinary events – a similar proportion of men and women (40.1% and 42.5% respec-tively) knew certain events by reputation. Sim-ilarly, almost 30.0% of women and 25.0% of men attended events.
When taking the age into consideration, one may notice that the group aged 25–44 showed the greatest knowledge regarding food events as such. On the same note, this very group included not only the largest percentage of culi-nary event participants (30.5%) and people who have heard of said events (43.4%), but also the lowest share of people not familiar with them (only 26.1%). As for the youngest age group, it exhibits relatively the lowest proportion of respondents knowing the events by experience (26.7%), whereas the interviewees at the age of 45–64 showed relatively the highest percentage of people who did not know about any such events (34.3%). In the case of the respondents
older than 65, almost half of them did not hear about any culinary events (49.1%), and only 9.4% of them took part in events of this kind.
Knowledge of food events, analysed in rela-tion to the level of educarela-tion, showed rather appreciable differences. When it comes to the respondents with higher education, as much as 34.2% participated in culinary events, and only 25.5% of them failed to indicate any. The respondents with primary and vocational edu-cation showed the lowest degree of familiarity with the events (approx. 44.0% of respondents each), and the least share of event participants was noted among the group with vocational education – only 13.5%.
The study revealed that place of residence does not substantially influence the knowledge of events. A similar proportion of respondents from cities and villages (31.7% and 30.8% respectively) were not familiar with the events, and, compared to the rural residents, there were only slightly more city residents who took part in them – 28.1%. One should also bear in mind that nearly half of rural residents (46.9%) only heard about such events.
The largest percentage of culinary event par-ticipants was observed among students (33.0%) and the employed (28.8%). As far as these two groups are concerned, a considerable share of respondents knew these events by reputation (42.6% and 41.6% respectively). School stu-dents proved to be largely unfamiliar with culi-nary events – 44.2% of them did not hear about
32
them at all, and only one fifth of them attended any event of this kind. By the same token, the unemployed as well as the retired were most often not familiar with the events to any degree
(52.6% and 49.2% respectively). Only 10.5% of the unemployed and 6.8% of the retired declared that they had participated in events. Table 4. Characteristics of respondents (Source: own study)
Characteristics of
respondents Number of respondents (N=660)
Percentage of respondents
Participants
(N=178) Familiar with the events (N=274) the events (N=208)Not familiar with
Sex F 398 (60.3%) 28.4% 42.5% 29.1% M 262 (39.7%) 24.8% 40.1% 35.1% Age 16–24 247 (37.4%) 26.7% 42.1% 31.2% 25–44 226 (34,2%) 30.5% 43.4% 26.1% 45–64 134 (20,3%) 28.4% 37.3% 34.3% 65 and above 53 (8.0%) 9.4% 41.5% 49.1% Education primary 36 (5.5%) 25.0% 30.6% 44.4% vocational 96 (14.5%) 13.5% 41.7% 44.8% secondary 253 (38.3%) 24.5% 44.3% 31.2% higher 275 (41.7%) 34.2% 40.4% 25.5% Residence city 530 (80.3%) 28.1% 40.2% 31.7% village 130 (19.7%) 22.3% 46.9% 30.8% Professional activity pupil 43 (6.5%) 20.9% 34.9% 44.2% student 188 (28.5%) 33.0% 42.6% 24.5% employed 351 (53.2%) 28.8% 41.6% 29.6% retired 59 (8.9%) 6.8% 44.1% 49.2% unemployed 19 (2.9%) 10.5% 36.8% 52.6%
3. Summary and conclusions
Recognizability of culinary events in the Kujawsko-Pomorskie voivodship’s main cities, as determined with a study sample consisting of random participants, proved to be fairly good. The respondents indicated 19 events, with the most notable being: Beergoszcz Beer Festival (familiar to 39.2% of respondents), Toruń Gingerbread Festival (35.2%), whose brand takes advantage of the rich Toruń leg-ends, Kujawsko-Pomorski Goose Festival (25.2%), which is promoted by the Marshal’s Office of the Kujawsko-Pomorskie voivodship,
Plum Festival in Strzelce Dolne (23.6%) and Toruń Beer Festival (22.2%). The respondents were also familiar with events that benefit from the current demand for exotic cuisines, new and unknown tastes as well as meat-free dishes: Food Truck Festival, which offers high-quality street foods from various countries and conti-nents, Wege Festival, where visitors are served healthy vegetarian and vegan dishes, World Dumpling Fest, which offers dumplings from various ethnic cuisines, or Beer, Wine and Cider Festival, which stands as an alternative to other Alicja Gonia, Przemysław Charzyński
33 Food events in the Kuyavian-Pomeranian voivodship – their recognizability and branding
beer events held in the region . The respondents are also keen on local periodic events, such as Frymark Bydgoski, where visitors may pur-chase healthy and simple food products.
The analysis of tools used in brand-building shows that not all events have or make use of distinguishing items, such as official website, Facebook profile or logo, which are essential to effective development of a brand. Among those there is a number of large events that attract numerous visitors, including: “Summer in the Village” trade fair – Flavour and Tradi-tion Day in Minikowo held since the year 2000 (almost 300 exhibitors and 30 000 attendees), Flavour Festival in Toruń accompanied by the “Wypoczynek” Tourist Fair (approx. 70 exhib-itors and 5 000 attendees), Summer Colours – Autumn Gifts (approx. 100 exhibitors and 3 000 attendees). This clearly indicates that these events have already established their brand. Only four out of 19 events make use of all three mentioned items, i.e. logo, website and Facebook profile (Flavour Festival in Gruczno, Kujawsko-Pomorski Goose Festival and Food Truck). Only 9 events feature distinctive graphic signs, and the remaining six have set up official websites. Furthermore, the analysis of recogniz-ability and brand assessment revealed a need for implementing brand-building measures with regard to other events of more local reach,
such as Apple Festival and Choceńskie Granie, Bałabun Day, Broccoli and Onion Flavour Fes-tival, which certainly have original themes and interesting programs but lack a strong brand.
Popularity of events, as indirectly determined based on the number of likes and followers on Facebook, appears to be varied and ranges from several (Broccoli and Onion Festival) to sev-eral thousand people: Plum Festival – 3 500, Kujawsko-Pomorski Goose Festival – 5 000, Beergoszcz – 6 000, Flavour Festival in Gruczno – 7 000, Frymark Bydgoski – 14 000. Available data, albeit fragmentary, allow us to draw a con-clusion that events with long-running tradition do not necessarily have the largest number of likes. Moreover, said number does not directly correspond to the number of visitors.
The study shows that 27.0% of the respon-dents take part in culinary events (out of N=660), 31.5% do not know of the events, whereas 41.5% have heard of them. This goes on to demonstrate the effectiveness of adver-tising, well-thought promotional campaigns and, no less important, considerable interest in culinary events among the inhabitants of the voivodship. The authors have noted that respondents’ readiness to participate in events may be affected by age, education and profes-sional activity, as well as – to lesser extent – sex and place of residence.
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