Individually, you are required to create a gastronomic route poster of a destination that you are familiar with, and to present it in a 6-minute pitch to an audience consisted of your workshop facilitator and classmates. (Plus 400 – word summary of the proposed route)
HAT304_T3_ 2019_Workshop_07_v2 HAT304 Emerging Issues in Hospitality and Tourism Gastronomy and Food Tourism Workshop 7 Copyright Notice COPYRIGHT COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice Learning Objectives 1. Define gastronomy and Gastronomic Tourism by drawing on the main links. 2. Examine the gastronomic route system and its importance to food tourism. 3. Explore lifestyles and motivations of a gastronomic tourist. 4. Discuss and compare the typology of food tourists. 5. Recognise the reason for food travel as part of a gastronomic tourism experience by examining the gastronomy identity model. 6. Evaluate global trends in food tourism in conjunction with the predominant issues affecting food tourism. This Topic’s Big Idea “As global tourism is on the rise and competition between destinations increases, unique local and regional intangible cultural heritage has increasingly become the discerning factor for the attraction and amusement of tourists.” World Tourism Organization 2017, Affiliate Members Report, Volume sixteen – Second Global Report on Gastronomy Tourism, UNWTO, Madrid, viewed 28th of June 2018 http://cf.cdn.unwto.org/sites/all/files/pdf/gastronomy_report_web.pdf http://cf.cdn.unwto.org/sites/all/files/pdf/gastronomy_report_web.pdf What is Gastronomy and Gastronomic Tourism? Gastronomy – the art and knowledge involved in preparing and eating good food. (Cambridge Dictionary 2018) Gastronomic Tourism – also known as food tourism, is an experiential trip to a gastronomic region, for recreational or entertainment purposes, which includes: • visits to primary and secondary producers of food; • gastronomic festivals; • food fairs and events; • farmers’ markets; • cooking shows and demonstrations; • tastings of quality food products or any tourism activity related to food. Adopted from: World Tourism Organisation 2012, Global Report on Food Tourism, UNWTO, Madrid. What is Gastronomy and Gastronomic Tourism (Cont.)? • It applies to tourists and visitors who plan their trips partially or totally in order to taste the cuisine of the place or to carry out activities related to gastronomy. • Gastronomic tourism comprises many different subtypes if we look through the prism of the food or dish in question: – food products such as oil, ham, cheese, meat, fish, fruit, truffles or chocolates; – beverages such as wine, beer, whisky, cider, cognac, cava, horchata, sake, or tea. Watch Me: https://www.youtube.com/watch?v=B4zYl2MoJVo Adopted from: World Tourism Organisation 2012, Global Report on Food Tourism, UNWTO, Madrid. https://www.youtube.com/watch?v=B4zYl2MoJVo Gastronomic routes A gastronomic route is a system that constitutes a comprehensive and thematic tourism offering and is defined by one or more itineraries in a given geographic area, with a series of tourism products or sites, such as: • factories and restaurants; • product or dish; • gastronomic events or activities. The route also informs about other sites of historical interest, thus promoting economic development throughout the area. Im ag e ad op te d fro m : W oo w ei du an 2 01 5, W hy yo u sh ou ld a vo id “P ar m es an ” C he es e? A nd w ha t y ou s ho ul d bu y in st ea d, v ie w ed 2 9t h of Ju ne 2 01 8 ht tp :// w w w .li vi ng al ife in co lo ur .c om /w hy -if -a - ch ee se -is -c al le d- pa rm es an -is -it -n ot -a ut he nt ic / Watch Me: https://www.youtube.com/watch?v=GMeOhcJNig0&index=2&li st=PLLtX6Ac07x10EwgC0ujcwWRV2EWHg8_9S Adopted from: World Tourism Organisation 2012, Global Report on Food Tourism, UNWTO, Madrid. http://www.livingalifeincolour.com/why-if-a-cheese-is-called-parmesan-is-it-not-authentic/ https://www.youtube.com/watch?v=GMeOhcJNig0&index=2&list=PLLtX6Ac07x10EwgC0ujcwWRV2EWHg8_9S Class Discussion Let’s prepare a gastronomic route of a destination that you are familiar with by: - Googling the map image of the destination - Mapping out the key food tourism products available at this destination; - Proposing a route encompassing all of the touch points of a culinary traveller; - Writing a short travel itinerary. Share your findings with the rest of the class. Gastronomic tourism, lifestyle and tourism motivations Push Factors • escapism from the daily routine; • relaxing with family; • rest; • exploration and social interaction; • affective or emotional bonding. Pull Factors • cultural and natural attractions; • special events and festivals; • experiences with food products in the destinations; • opportunities for leisure and entertainment; • friendliness of residents; • gastronomic diversity and variety. Adopted from: World Tourism Organisation 2012, Global Report on Food Tourism, UNWTO, Madrid. Culinary tourism is an authentic experience of a sophisticated lifestyle in a pleasant environment, associated with the good life and the economic wellbeing of consuming exclusive, high-quality locally grown products. Supply components of wine and culinary tourism system Adopted from: Guzel, B, Apaydin, M 2016, Gastronomy Tourism: Motivations and Destination, viewed 2nd of July 2018. Types of Food Tourists As domestic and international tourists seek adventures in which special food events provide the chance to experience new and different ones, and getting more open to new and different experiences related to food, the food tourist market becomes more heterogeneous: • The first group travels to a destination especially for gastronomic reasons who tries to experience local food. – Most of their activities during their stay is related to gastronomy. • The second group, food is important but not that much. – It has an important role, but gastronomic issues do not direct the holiday decisions. • The last group has a continuum from less gastronomic activities to none. Adopted from: Guzel, B, Apaydin, M 2016, Gastronomy Tourism: Motivations and Destination, viewed 2nd of July 2018. Other Typologies to Consider The Type I tourists are the ones in which gastronomy is crucial during their holidays and they look for gastronomic elements mostly local food. For Type II tourists gastronomy is also important but not as much as Type I tourists. They do appreciate gastronomic elements when it is presented to them. For Type III tourists gastronomy is not an important part of their holiday, however, they may attend gastronomic events during their holidays. Type IV tourists are not interested in gastronomic elements during their holiday. Adopted from: Boyne, S, Hall, D &Williams, F 2003, ‘Policy, Support and Promotion for Food-Related Tourism Initiatives: A Marketing Approach to Regional Development’, Journal of Travel & Tourism Marketing, vol. 14, issue 3-4, pp. 131-154. Other Typologies to Consider (Cont.) Food tourists are the ones who are interested in gastronomic issues and local foods and, represent 6- 8% of the sample. Interested purchasers: food is a part of the holiday that affects the satisfaction with the holidays and represents one-third of the sample. Unreached tourists: gastronomy does not have an importance in their holiday, yet they rarely buy local food. Un-engaged: gastronomic tourists who have limited interested in gastronomic issues; Laggards: gastronomic tourists who have no interest in gastronomic issues, also do not try local food. Adopted from: Okumus, B.; Okumus, F.; Mckercher, B. (2007). Incorporating Local and İnternational Cuisines in the Marketing of Tourism Destinations: The Cases of Hong Kong and Turkey. Tourism Management, 28: (1), 253-261. Other Typologies to Consider (Cont.) The first group is culinary tourists who have a special interest in food-related activities during their holiday, and food has an important role. The experiential tourists are the ones who try local food but not interested in much as the culinary tourists. They do eat in the franchise and/or chain restaurants but also experience the local fares. The third and last group is general tourists' group who are totally the opposite of the culinary tourists in terms of gastronomic interests. Adopted from: Shenoy, S.S. (2005). Food Tourism And The Culinary Tourist. A Thesis Presented to the Graduate School of Clemson University, (Doctoral dissertation). Other Typologies to Consider (Cont.) Despite the various proposed academic typologies of a food tourist, and although new and different food is an attractive experience, it may also be unfamiliar: • Neophobia defines the disgust/intimidation of the unknown; • Neophilia defines the passion to the new and unknown food. This results in a contradiction that people wish to experience the new dishes but also trying to avoid the unpleasant tastes. Adopted from: Guzel, B, Apaydin, M 2016, Gastronomy Tourism: Motivations and Destination, viewed 2nd of July 2018. Workshop Activity Based on the four different typologies of food tourists, which type best describes you? Why? Provide reasons for your answer. Can you think of a situation in which you have experienced the reactions of neophobia and neophilia simultaneously? In your opinion, how can tourism and hospitality providers help food tourists to avoid experiencing the neophobia? Share your thoughts with the rest of the class. Tourism Destination Image and the Gastronomic Tourism Experience Gastronomic tourism experience can be defined as the evaluation carried out by the tourist on a number of attributes (attractiveness of the food and environment, quality of service), after a stay in a tourist destination where the tourist engaged in an activity related to gastronomy. • The tourist’s perceived value of a particular destination or establishment is therefore multidimensional; • The tourist’s satisfaction with the purchase depends on the product’s performance in relation to the tourist’s expectations; • Different cultures have different perceptions of satisfaction and evaluation of gastronomy and that high quality of service can result in dissatisfaction among consumers if their expectations had been too high, for example, due to exaggerated advertising. Adopted from: World Tourism Organisation 2012, Global Report on Food Tourism, UNWTO, Madrid. Reasons for Food Travel