ABSTRACT
An interest in food and drink has become a significant source of identity formation for consumers. This chapter discusses how symbolic value of food and enjoyment value of food influence an interest in food events. Consumers with a high involvement in the food-related activities in everyday life are proposed to be characterized by a desire to build their identity around gastronomy. Involvement has been described as a four dimensional concept by Laurent and Kapferer, which they named the Consumer Involvement Profile with the dimensions: perceived importance of products or situations; perceived risk; perceived symbolic value, and perceived hedonic and enjoyment value. Symbolic Value is proposed as an antecedent complementary concept that enriches the understanding of the effect that "Enjoyment value" has on the "Interest in Food Festivals". The Symbolic Value of food events must fit the values of potential visitors.
