Food, Wine & Tourism Marketing
OUTCOMES To understand definition of tourism, food
and wine marketing
To identify the segmented market food and
wine tourism is targeted at
To identify the profile of a gastro tourist
To understand the importance of marketing
food and wine tourism
WHAT IS TOURISM MARKETING?
“…the attraction of a potential visitor from a generating area to a receiving destination.” (Lumsdon, 1997:1)
Specific characteristics to distinguish it apart from more general goods
1. Intangible 2. Perishability 3. Inseparability 4. Variability
THE MARKETING PROCESS IN TOURISM
1. Identify customer needs
2. Developing products and
services
3. Product and service promotion
4. Monitor, review & evaluation
SERVICES MARKETING MIX
Services Marketing Mix
Price
Place
Promotion
ProductPeople
Process
Physical Evidence
Source: Booms and Bitner, 1981
SEGMENTATION
1. Socio-economic
2. Geographic
3. Psychographic (Social distinctiveness)
4. Demographic
5. Behavioural
FOOD & WINE TOURISM
Food tourism is a,“visitation to primary and secondary food producers,
food festivals, restaurants and specific locations for which food tasting and/or experiencing the attributes of specialist food production regions are the primary motivating factor for travel.”
(Hall & Mitchell, 2001)
Wine tourism is a, “visitation to vineyards, wineries, wine festivals and
wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors.”
(Hall, 1996)
Niche market
FOOD & WINE TOURISM
No o
f to
uri
sts
Travel and Tourism
Rural Tourism
Culinary TourismGastrono
mic TourismCuisin
e Tourism
Gourmet Tourism
Primary Secondary
Subsidiary to other interests
Hall & Mitchell (2005)
GASTRO TOURIST Ultimate food and drink expert travelling to
destinations because of the cultural heritage of its food and drink or its association with a particular chef. (Santich)
When in Rome do as the Romans do
Age: 40+ Gender: 36% Male, 64% Female Motivations: escape, unwind, luxury,
indulgence Marital Status: 53% married Income: 69% have income >$40,000 Education: 76% college or above degrees
Self-Actualis
ationEsteem
Love
Safety
Physiology
THE DECISION MAKING PROCESS
Phase 1 - Creation of desire, and motivation to travel to a destination.
Phase 2 - Investigation and planning, making choices, finding out, purchase decisions.
Phase 3 - Departing, travelling, doing, experiencing, visitor centres referrals, local maps, guides and itineraries
Phase 4 - Interpretation, on site guides, brochures, tasting notes, specials of the day.
Source: www.wfa.org.au
AUTHENTICITY Authentic is derived from the Greek
authentikos which means original
Authenticity is about food that is simple, rooted in the region, natural, ethical, beautiful and human
Food gives the tourist a ‘sense of place’.(Hall, 2003)
Seek authenticity due to fake and staged destinations
http://www.youtube.com/watch?v=w71c4DgEhaA
ACTIVITY
Can you name the top ten food and wine destinations in the world????http://www.smh.com.au/ftimages/2008/10/15/1223750112486.html
FESTIVALS Origins in pre-Christian bacchanalia Wine-growing countries: religious festivals &
celebrations Festivals provide great opportunity for
destination to encourage tourists to revisit Wine festivals – effective promotional tool Build customer loyalty Holidays have strong relation to food & drink- Thanksgiving (Turkey day)- Christmas (food & drink)- St.Patrick’s day (drink)- http://www.youtube.com/watch?
v=coPQhmMvO78
FESTIVALS Creates an authentic tourism experience
Food & Wine festivals- Belfast - Epcot- Scotland - Manchester- Tasmania - Annecy- Melbourne - Japan- California - South
Beach
- (http://www.youtube.com/watch?v=coPQhmMvO78)
FRANCE VERSUS UK
France: cuisine and eating habits under great pressure from the growing ‘fast food’ culture
Obesity rates double Youth culture gravitating toward fast
food London: With over 40 Michelin-starred
restaurants More restaurants than the food
metropolis' that are New York or Tokyo Reputation as world's new food capital
CASE STUDY: WINE TOURISM IN THE UK
350 vineyards of which 150 can be classified as
active
Denbies, Three Choirs & Chapel Down
English Wine Centre
English wine becoming increasingly popular
Despite the great potential for wine tourism in
the UK, Howley & Westering (2008) identify
several major problems that must be overcome
in the wine industry
CASE STUDY: WINE TOURISM IN THE UK
Problems facing the wine tourism in the
UK
Lack of publicity
Not part of gastronomic culture
Unorganised Industry
No Wine Tourism Strategy
Difficulty in demanding high prices
CASE STUDY: WINE TOURISM IN THE UK
Success for UK wine tourism
Incorporate Attractions
Internet
Organised Tours
Develop local links
Joint vineyard promotional
activity
TASTING PLACES• London based company set up in 1997
with the motto “food is not just about sustenance, it is one of the joys of life”
• For the past 12 years they have been offering holidays in locations selected for their character and stunning surroundings
• These surroundings offer the backdrop to relaxed and friendly cookery classes hosted by some of the worlds most innovative chefs
TASTING PLACES Allows visitors to feel at home and gain a
genuine feel for the region as an invited guest and not as a tourist
Holidays available in Italy, UK, Thailand, France, Greece and Spain
Access to lesser known locations
“Informal yet intensive exploration of regional cooking”
REFERENCES Hall, M., C. (2003) Wine, Food and Tourism
Marketing, The Haworth Hospitality Press, NY
Hall, M., C. And Sharples, L. (2008) Food and Wine festivals and events around the world, Butterworth-Heinemann, UK
Palmer, A. (2007) Principles of Services Marketing, 5th Edition, Berkshire: McGraw-Hill
Yeoman, I., Greenwood, C., and McMahon-Beattie, U. (2008) From Fast Food to Slow Food: The Prospects for Scotland’s Cuisine to 2015, Unpublished paper.
REFERENCES Howley, M.,Westering, J. (2008)
Developing Wine Tourism: A Case Study of the attitudes of English Wine Producers to wine tourism, Journal of Vacation Marketing, 14 (1), 87
Richardson, O.(2004) Could Tourism be the economic saviour of UK vineyards?, International Journal of Wine Marketing, 16 (1), 101
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