Annette Cole
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Annette Cole Annette Cole The role of tourism in The role of tourism in local foods local foods
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Annette Cole from South West Tourism explained that it is the quality of the environment that is the key reason why people visit the South West on holiday. However, according to a recent survey, visitor attractions are not seen as value for money anymore, especially the food and drink aspect. To try and tackle this opinion SW Tourism is promoting a new scheme of 'family friendly' food options on menus, to try and ensure that the whole market is provided for and to improve the “value for money” perception.
Transcript of Annette Cole
Annette ColeAnnette Cole
The role of tourism in local The role of tourism in local foodsfoods
What attracts visitors to the South West of England
The quality of the natural environment
The unspoilt countryside
The overall friendliness and welcome
Place for peace and quiet and relaxation
Interesting villages, towns or other locations to visit
European Commission European Commission
Towards Quality Rural Tourism – IQM in Towards Quality Rural Tourism – IQM in rural tourist destinationsrural tourist destinations
15 core principles15 core principles Local food addresses five of these 15 core Local food addresses five of these 15 core
principlesprinciples
Authenticity, Distinctiveness Authenticity, Distinctiveness Sustainability, Partnership Sustainability, Partnership and Interdependence and Interdependence
32% of staying visitors spend is on food and drink
61% of day visitors spend is on food and drink
This amounts to over £2.5 billion per annum
This year food and drink sales were down 1% in the school holidays and 4.87% for the years as a whole so far
Visitor attitudes to food and Visitor attitudes to food and drinkdrink
ALL VISITORS SCOREAttractions - range 4.36Attractions - quality of service 4.22Attractions - value for money 3.75Places to eat & drink - range 4.40Places to eat & drink - quality of service 4.17Places to eat & drink - value for money 3.77Places to eat & drink - availability of local food & drink 4.06Shops - range 4.17Shops - quality of shopping environment 4.12Shops - quality of service 4.08Road signs 3.94Pedestrian signs 4.04Brown & white tourist signs 4.04Display maps & info. boards 3.97Public toilets - availability 3.53Public toilets - cleanliness 3.53Cleanliness of the streets 3.99Availability of info/advice on road congestion 3.47Upkeep of parks & open spaces 4.31Choice of nightlife/evening entertainment 3.89General atmosphere 4.56Feeling of welcome 4.48Overall enjoyment of visit 4.65
WELL ABOVE AVERAGE REDABOVE AVERAGE BLUEAVERAGE BLACKBELOW AVERAGE GREENWELL BELOW AVERAGE PURPLE
Areas in purple and green are priority areas for the South West
54%
34%
21%
33%
34%
51%
45%
47%
9%
13%
24%
14%
8%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Places to eat & drink -range
Places to eat & drink -quality of service
Places to eat & drink -value for money
Places to eat & drink -availability of local food
& drink
Very good Good Ave. Poor Very poor
Approximately a quarter of all visitors felt that the value for money at places to eat and drink was average, with a further 10% rating it as poor or very poor. Four fifths of respondents rated the availability of local food and drink as very good or good.
In 2006 Quality of Restaurants and dinning was the lowest satisfaction score and was below its importance score
Visitors’ interest in local food and drink varies according to socioeconomic
group. Compared with middle and higher socioeconomic groups, fewer DE
visitors like to consume local food & drink wherever possible. A higher
proportion have a more passive interest in local food & drink i.e. are happy to
consume where they come across it.
Attitudes to Local Food & Drink
54%
54%
59%
69%
43%
40%
34%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AB
C1
C2
DE
No interest Happy to try
Like to consume - not main reason for visit Particular reason for choosing to visit
Interest also varies by age. Younger visitors have a more active interest in local food & drink (although it is not a particular reason for visiting the SW); older visitors, a more passive interest
Attitudes to Local Food & Drink - Age
50%
50%
55%
57%
63%
44%
44%
38%
38%
27%8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25-34
35-44
45-54
55-64
65+
No interest Happy to try
Like to consume - not main reason for visit Particular reason for choosing to visit
Only 4% of visitors choose to visit because of the local food and drink
Importance of Business Assurance - All Visitors
65%
31%
1%2% 1%
Very important
Important
Neither important norunimportant
Not important
Very unimportant
Don't know/ unsure
Most visitors (65%) feel that it is very important for tourism businesses
to provide an assurance that they support their local area &
environment. A further 31% believe it is important. Very few visitors
believe such an assurance is unimportant.
This is slightly more important to a female than male
Visitor Survey 2008Visitor Survey 2008
1. Quality of product1. Quality of product 2.2. Cost/PriceCost/Price 3.3. Convenience/proximityConvenience/proximity 4.4. Food and drink is locally sourcedFood and drink is locally sourced 5.5. Food and drink is organic/fair Food and drink is organic/fair
trade trade
Visitor Visitor Perceptions?Perceptions?
48% of visitors to Cornwall 48% of visitors to Cornwall stated they had eaten stated they had eaten
some locally produced food some locally produced food in the last 24 hoursin the last 24 hours
A quarter of visitors stated A quarter of visitors stated most of the food eaten in most of the food eaten in
the last 24 hours had been the last 24 hours had been
locally producedlocally produced
