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 momentum, and more attention is drawn to the concept of branding as such. Said concept allows for establishing and maintaining 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.