Food tourism and branding the gold coast
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Transcript of Food tourism and branding the gold coast
Food Tourism and Branding the Gold Coast
Deborah CheSchool of Tourism and Hospitality
ManagementSouthern Cross University
Food Tourism and Branding the Gold Coast
Challenges Facing Smaller Ag Producers and Food Manufacturers
Challenges Facing Gold Coast Tourism
Branding the Gold Coast Expanding the Gold Coast Brand:
Linking Food, Wine/Liqueurs and Tourism
Challenges Facing GC Smaller Farms and Food Manufacturers
Technology- and Capital-intensive Production Favor Large-Scale Operations
Global Competition, GFC, Declining Commodity Prices, High Australian $
Concentration in Processing and Retailing• Coles & Woolworth’s supermarkets control
80% of Australian market Low prices for GC farmers Expansion of private labels/home brands, limited
shelf space for GC food manufacturers
Prideaux’s Resort Development Spectrum
Butler’s Tourism Area Life Cycle Model Evolution of a tourist area over time
• Absolute number of visitors• Growth rate of visitors• Type of visitors• Tourism infrastructure• Local involvement in tourism industry• Role of tourism in economy
Challenges Facing Gold Coast Tourism
Level of tourist activity may be approaching limits of acceptable change in terms of social and environmental impacts
Emergence of newer and more competitive destinations
Aging infrastructure Range of product offered not kept up
with changes in consumer demand (Faulkner 2002)
Global financial crisis, high Australian $
Branding the Gold Coast as “Famous for Fun”
GC seen as “fun, vibrant, energetic, outgoing, young at heart”
Brand attributes: golden surf beaches, fantastic weather, extensive leisure activities & entertainment, hinterlands, theme parks; meet, mix with other people, water activities; sports; pubs, clubs; nightlife spots
“Feel the excitement of Australia’s Endless Playground”
Branding the Gold Coast as “Famous for Fun”
Stressing the people aspect of a holiday – reconnecting, sharing good times for core domestic market, Social Fun Seekers
Stressing achievement and personal development through connecting with a place for Active Explorers
Expanding the brand through food, wine/liqueurs?
Value-added agriculture on Mount TamborineTamborine Mountain Distillery
More to the Gold Coast’s “Famous for Fun”
Food and drink as secondary to other interests on the Gold Coast, but can extend product offerings
Greater connection of the green with the gold• Visiting Hinterland and its producers• Increased link of producers with Gold
Coast restaurants Dealing with challenges of regional food
distribution, connecting supply with demand as in case of Cancun, Mexico (Torres 2002)