The role of local festivals in representing identity and reproducing tourism (Case Study: Trout Cooking Festival in Mahneshan County)

Background and Purpose: One of the main outcomes of food tourism is the provision of edible products with unique، place-based flavors that influence tourists’ taste preferences and evoke a sense of local distinctiveness. This explains why certain foods such as Bonab Kebab، Baqala Qatoq and Kadoo Bareh from northern Iran، Ghalieh Mahi from the south، Kufteh Tabrizi، Tarkhineh from Kurdistan، Balghour Polo from Khorasan، Kashk-e Zard from Sistan، Shani Koov from Lorestan، Gheimeh Nesar from Qazvin، Beryani from Isfahan، and Jighar Boghur from Zanjan are spatially exclusive and are prepared and served in specific regions across the country. One notable example is the Rainbow Trout Cooking Festival held annually in Mahneshan County، Zanjan Province، near the Qezel Ozan River and the historical site of Behestan Castle. The central feature of this event is the traditional preparation of rainbow trout by the local community، presented to visitors alongside various cultural performances and local craft markets. This study seeks to explore the role and impact of food-based tourism festivals in supporting local identity representation and tourism regeneration. The research contributes by identifying structural and supporting elements that make local festivals instrumental in revitalizing tourism.
Methodology: This study is applied in terms of its aim, and descriptive-explanatory in terms of its nature and method. Data collection was conducted through questionnaires, observations, and case interviews with visitors (tourists) attending the fish cooking event in Mahneshan County. The sample size, based on convenience sampling, consisted of 75 tourists. The research variables include information dissemination, communication and cultural programs, environmental attractions, support services, and experience, which were assessed through 35 items.The validity of the research variables was ensured through theoretical studies based on the frameworks and findings of Hall (2013), Mirzaei (2020), Firoozi (2022), Akshoy (2019), Woli (2024), Everett (2019), and Young (2017). To localize the instrument, the questionnaire was provided to 15 experts from the Cultural Heritage and Tourism Organization and university faculty members (in geography, social sciences, and tourism) to rate the importance of each variable and item on a scale from 1 to 9. A mean score of 5 was considered the threshold; items with average ratings below 5 were excluded from further analysis. The average coefficient from expert evaluations was 8.3, indicating satisfactory research validity. The collected data were processed in SPSS version 27.1, and data analysis followed descriptive and inferential statistical methods. Analytical tools included measures of central tendency and dispersion, Kendall’s Tau correlation model, and stepwise multiple regression to assess the relationships between factors of representation and reproduction in tourism. Instrument reliability was confirmed by a Cronbach’s alpha coefficient of 0.76, which reflects a relatively acceptable level of reliability.
Findings and Discussion: The results indicate that the indicators of local identity representation، as reflected through the organization of the local food festival (trout cooking)، exceeded the normative threshold and leaned toward a favorable condition. Based on a stepwise multiple regression model at a 95% confidence level، it was found that environmental attractions and communication programs had the most significant impact on the representation of local identity، yielding an explanatory power of R² = 0.693. Moreover، the influence of identity representation indicators on the reproduction and repeatability of tourism was found to be relatively balanced. However، among these factors، the roles of communication initiatives and supporting services were notably more tangible and impactful in stimulating the return of tourism activity.
Conclusion: The findings suggest that organizing local festivals in conjunction with broader tourism components not only enhances the core function of the event but also contributes to the enrichment of the festival environment through diversified attractions. The active and professional engagement of the local community in showcasing the cultural، social، and economic features of the region reinforces local identity representation، which in turn fosters the regeneration of tourism.Accordingly، it is recommended that tourism authorities، in coordination with local stakeholders، intensify efforts to systematically promote local attractions and diversify the festival's programming through scheduled، thematically-focused activities. Such strategic alignment is expected to strengthen both the perceived uniqueness of place and the sustainability of food-based tourism initiatives.