FOOD, WINE ... HERITAGE, IDENTITY? TWO CASE STUDIES OF ITALIAN DIASPORA FESTIVALS IN REGIONAL VICTORIA

Festivals have a particularly important role in rural areas struggling to arrest or prevent economic decline and seeking to develop vibrant, livable communities. Some of these places are looking to their immigrant past for inspiration, given that Australia has a rich history of immigrant settlement in rural areas, and are developing festivals or events that leverage off a distinctive cultural heritage linked to a diaspora community. This article examines two Italian-themed festivals in regional Victoria, Australia, and their use of diaspora heritage as a source of distinctiveness and potential competitive advantage for tourism purposes, as well as the role played by the diaspora-themed festivals in the local community. Findings, based on detailed semistructured interviews with 12 members of the organizing committees, and participant observation during site visits, suggest that these events, while helping to shape a sense of community or place identity for these diaspora communities, also attract some tourists with little or no connection to the diaspora in question. The appeal of the events to ethnic "outsiders" lies in their perceived authenticity and nostalgic references as well as the increasing allure of Italian culture and lifestyle. The article also provides an analysis of some of the challenges associated with theming a festival around diaspora heritage, including issues of contestation and measurement of its role in building strong communities.