Dorset Seafood Festival Research, 2010
Authors: Henderson, H.E. and Stuchberry, L.
Publisher: CESR & MRG Bournemouth University
Abstract:The Dorset Seafood Festival was held on the 10th and 11th July 2010. The festival venue was on Weymouth’s historic harbourside. The festival included a range of activities for visitors which incorporated: cooking demonstrations by top chefs (e.g. Mark Hix, Giles Thompson and Mat Follas); The Dorset Young Seafood MasterChef of the Year Competition; Fishtucker Trials; filleting demonstrations; champagne and wine matching demonstrations; fresh fish auctions, and book signings by the famous chef authors. The festival also included over fifty stalls selling both seafood and a range of associated goods. The primary research consisted of a self-completion questionnaire, which was randomly distributed at the festival. Five hundred and twenty four questionnaires were returned with a completed returned sample of four hundred and seventy seven. In addition to this ten laddering interviews were conducted to specifically look at the festival sponsorship. The Dorset Seafood Festival makes a positive contribution to Weymouth, Portland and Dorset. Awareness of the festival is high, with 26% repeat custom identified within the sample. For first time attendees word of mouth, and the influence of family and friends representing the most common sources of information. Motivations to attend were highest around the venue’s setting, location and the atmosphere during the festival. Respondents were least satisfied with information available for parking, accommodation and amenities. During the festival respondents were most satisfied with the choice of stalls, the programming and the accessibility but least satisfied with car parking and toilets. Respondents within the sample recognised the importance of seafood in a healthy diet but the majority of respondents consumed less than the government recommendations. 66% of respondents at the festival felt that attending the festival had encouraged them to eat more seafood. Interviews conducted at the festival showed that brand awareness and knowledge of Pommery was low prior to the event, but this had changed considerably during the event due to the champagne bars and demonstrations. The Dorset Seafood Festival has a significant opportunity in future years to further the festival’s impact (e.g. socially, economically and environmentally). The report concludes with suggestions that the festival organisers may want to consider.
Source: Manual