AUTHOR=Ulman Simona-Roxana , Cautisanu Cristina , Tanasă Lucian , Gâlea Meda , Brumă Ioan-Sebastian , Manolache Simona Beatrice , Stanciu Silvius 

TITLE=Food events from the perspective of visitors and vendors. Case study: the “Iașul în Bucate” fair, Romania

JOURNAL=Frontiers in Sustainable Food Systems

VOLUME=Volume 9 - 2025

YEAR=2025

URL=https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2025.1638523

DOI=10.3389/fsufs.2025.1638523

ISSN=2571-581X

ABSTRACT=The food events can be one useful tool for gastronomic tourism for supporting the achievement of its main aims. In such a context, the practical organisational necessity of knowledge on the perspectives of visitors and vendors, especially in the case of an event based on participatory governance in which all the voices should be heard, is addressed in this study. It concentrates on a food event that supports locally produced food and is organised in a collaborative approach. The primary objectives of this exploratory descriptive case study are (i) to emphasise the main organisational particularities of the” Iașul în Bucate” food event, with a focus on its co-creation approach, (ii) to analyse the profiles of visitors and producers participating here, and (iii) to comparatively study their main arguments for participation to the event. For this, a mixed approach to data collection was applied, combining the strengths of two survey tools: a quantitative and a qualitative one. Accordingly, 146 questionnaires were completed and validated in the period between July 2022 and September 2023 across the 7 editions of the fair, while, in the case of producers, the data was collected through interviews administered at the level of 34 vendors that were present at the same editions. The study revealed the common arguments for participation, but also the differences among both perspectives of visitors and vendors, which can represent paths for passing from adaptive learning to generating and transforming learning into organising events. The findings respond to the identified gaps from the literature regarding (i) the lack of focus on small-scale events in a European context, (ii) the inadequate integration of the co-creation approach in the organisation, without proper documentation; (iii) the insufficient concentration on the seller, with a higher attention given to the visitors.