2014 Gastro-tourism as destination branding.PDF

Int. J. Leisure and Tourism Marketing, Vol. 4, No. 1, 2014

Gastro-tourism as destination branding in emerging markets Helena A. Williams* Mar-Kadam Associates, Greater Chicago Area, 46545 USA E-mail: [email protected] *Corresponding author

Robert L. Williams Jr. Marketing and International Business, Department of Business Administration and Economics, Saint Mary’s College, Notre Dame, IN 46556-5001, USA E-mail: [email protected]

Maktoba Omar Edinburgh Napier University, The Business School, Craiglockhart Campus, Edinburgh, EH14 1DJ, UK E-mail: [email protected] Abstract: Gastro-tourism, a niche that attracts billions in revenue worldwide, involves intentional pursuits of authentic memorable culinary experiences while travelling internationally, regionally or locally. For gastro-tourists, food is the motivation for travel; the locations merely functions as vehicles for gastronomic experiences (food-related-activities that involve behind-the-scenes observations, cultural/regional illuminations and often hands-on participation, culminating in partaking food or drink.) This paper identifies three phases of travel and corresponding elements essential for the creation of new gastrotourism enterprises. It introduces the significance of shared Gastro-Tourism Brand Promises, agreed upon, cross marketed, and fulfilled by individual hosts, groups/networks, and regional/government entities. By providing basic infrastructure elements – health, safety, transportation and communication; identifying loosely organised home-grown resources and talent; creating and marketing shared brand promises; and incorporating ongoing feedback during three travel phases; emerging markets in underdeveloped countries and underdeveloped pockets in developed nations can ignite and maintain successful gastro-tourist enterprises. Keywords: destination branding; gastro-tourism; gastro-experiences; emerging markets; culinary tourism; food tourism; place branding; gastronomic destination branding.

Copyright © 2014 Inderscience Enterprises Ltd.

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H.A. Williams et al. Reference to this paper should be made as follows: Williams, H.A., Williams Jr., R.L. and Omar, M. (2014) ‘Gastro-tourism as destination branding in emerging markets’, Int. J. Leisure and Tourism Marketing, Vol. 4, No. 1, pp.1–18. Biographical notes: Helena A. Williams is a Partner and Co-founder with Mar-Kadam Associates, a marketing firm that specialises in branding, rebranding, and renaming in service industries and entrepreneurial ventures. Her research interests include economic development through entrepreneurship, emerging market entrepreneurship, gastro-tourism, education, and social services. Previous experience includes 20 years of entrepreneurial management as President of a state-wide educational training, event and conference-planning firm in Pennsylvania, and owner and executive chef at Baltimore’s first gastro cafe and gallery. Her current academic work includes curriculum development and teaching entrepreneurship courses, and consultation with small business and local venture capital networks. Robert L. Williams Jr. is an Assistant Professor of Marketing at Saint Mary’s College, Notre Dame, Indiana, USA. He has published in peer-reviewed journals such as Journal of Product & Brand Management (Emerald Literati 2008 Award for Excellence winner), Journal of Brand Management, Journal of Marketing for Higher Education and Journal of Technology Management & Innovation; co-authored a textbook chapter on management of innovation in SMEs, as well as presented at conferences and workshops. After 20 years as a practitioner in Fortune 50/500 companies, his current academic research interests focus on competitive advantage, branding, innovation, higher education, and market entry strategies. Maktoba Omar is a Reader in Marketing Strategy at Edinburgh Napier University, specialising in international marketing, emerging markets and foreign direct investment. She has undertaken a range of knowledge transfer and commercial projects with business in the areas of international marketing and marketing strategy. This has included academic supervision of a Knowledge Transfer Partnership and a number of consultancy projects. She is a Director of Studies and supervises a number of PhD and DBA students nationally, and internationally. She has also published, edited and refereed a number of academic journals. She is a member of a range of professional organisations including the Academy of Marketing, the Academy of International Business and the Institute of Learning and Teaching in Higher Education.

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Introduction

This paper begins by capturing the multitude of definitions and descriptions that characterise the international food-related tourist industry segment within the broader tourism field. The paper presents a rough framework comprised of lists, charts and models that can be used as a way to sort and label the various components of this segment of the tourist market/industry. The literature and internet review represents research, active real-time projects, programmes, and impressions from self-identified culinary/gastronomic/food tourists and industry experts and researchers. The proposed checklists and models are useful guides and tools, especially for emerging countries, cities, regions, towns, villages and neighbourhoods in under-represented areas that may

Gastro-tourism as destination branding in emerging markets

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be in positions to take advantage of this expansive business opportunity. Although Destination Branding in this tourist segment may look very different from country to country or town to village, key critical components and clearly successful branding strategies have been identified. This preliminary research suggests that the gastro-tourism industry is growing exponentially and it is possible to ignite and maintain a successful culinary tourism business with: •

basic key infrastructure elements – health, safety, transportation and communication

•

loosely organised homegrown resources and rich talent

•

a consistently marketed brand promise

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an ongoing feedback loop.

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Literature review

Gastro-tourism is a new field and little academic research has been formally published. The literature review begins with definitions and subcategories of tourism, and then describes overlaps and terminology confusion specific to food-related tourism. Place/Destination Branding is reviewed and gastro-tourism, where food and food experiences themselves become the destination, is introduced. Considerations for creating and branding gastro-experiences within emerging markets are exposed.

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Definitions and subcategories of tourism

The term tourism generally refers to the act of staying outside of a normal living-working environment for between one day and one year for recreational, leisure or business reasons. Tourism is further broken down into domestic tourism (people travelling within their own country) and international tourism (people travelling across country borders or overseas). Within these two distinct categories exist multiple subcategories of specialised tourist divisions that include but are not limited to the types listed in Table 1. Table 1

Specialised tourism categories

Tourism categories

Explanation

Adventure or extreme tourism

Travel to remote, exotic, sometimes hostile destinations; outside of comfort zones

Agritourism

Travel to dude ranches, country farms, country inns and rural bed and breakfasts. Gastro-tourism links to agritourism

Backpacking – wilderness

Hiking and camping in the backcountry

Backpacking – travel

Low-cost, usually international; using public transportation; hostels

Cultural or heritage tourism

Lifestyle, art, architecture, religion, cuisine, rituals. Gastro-tourism is considered a subset

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H.A. Williams et al.

Table 1

Specialised tourism categories (continued)

Tourism categories

Explanation

Dark or war tourism (also black or grief tourism)

Sites associated with: suffering and death, castles, battlefields, natural and manmade disaster areas, prisons and dungeons, ghost sightings

Disaster tourism

Visiting areas affected by floods, hurricanes, volcanoes, etc.

Eco tourism

Small-scale, low-impact travel to fragile, untouched and protected areas

Educational tourism

Student exchange programmes, internships abroad and study tours

Gastronomic, gastro or culinary tourism (includes, wine, beer and gourmet cuisine tourism)

Intentional pursuit of appealing, authentic, memorable food and beverage related experiences of all kinds, while travelling internationally, regionally or even locally. Links to cultural tourism and agritourism

Genealogical tourism

Concerned with researching personal familial lineage; linked to heritage

Geo tourism

Geographic character enhancement linked with ecotourism

GPS or off-trail hiking

Relies on maps, compasses or GPS units; scavenger-style games.

Medical tourism

Leaving home area to obtain healthcare, often surgical procedures; or for the delivery of healthcare

Nautical tourism

Travelling to port(s) by boat; often living on boats. Cruise ship excursions is a subset

Pop culture tourism

Locations featured in books, TV, current events, film, music, and other forms of entertainment

Religious faith tourism

Visiting holy sites for fellowship, missionary, healing or pilgrimage

Scuba tourism for the environment

Focuses on obtaining info on marine biodiversity by collaborating with volunteer dive tourists

Space tourism

Trips into space – currently via the Russian space agency.

Sports tourism

Travelling to sporting events, clinics, camps, outside living or working areas

Sustainable tourism

Emphasises making low impact on the environment and local cultures and generating employment and positive experiences for all stakeholders

Volunteerism

Travelling for the purpose of charitable work, organised or sponsored by non-profit or charitable groups

Wildlife tourism

Observation of wild animals in their natural habitats

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Overlaps and terminology confusion regarding food-related tourism

Food-related tourism refers to trips made to destinations where local food and beverages are the main motivating factors for all or part of the travel. In its broadest sense, gastro-tourism is defined as the intentional pursuit of appealing, authentic, memorable, culinary experiences of all kinds, while travelling internationally, regionally or even locally. The nature and quality of the gastro-experience is what matters the most. A Gastro-experience is an authentic, memorable, food- or beverage-related activity that involves behind-the-scenes observations accompanied with cultural or regional


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illuminations, and often hands-on participation, that culminates in festive, casual, or formal partaking of food or drink. As Table 1 indicates, this specialised tourist niche is also referred to as: Culinary Tourism, Gastronomy or Gastronomic Tourism, the abbreviated and hyphenated Gastro-tourism, and the more generic Food Tourism that seems to be preferred in the USA. Lesser-used or specialised labels heard predominately in the higher end tourist markets include: Tasting Tourism, Gourmet Tourism, Cuisine Tourism, Food and Wine Tourism, Wine Tourism, Beer Pub Tourism, Spa Cuisine, and other product or region-specific terms or destination brands such as Poland Culinary Vacations. Hall et al. (2003) used words and phrases such as experiential trip, gastronomic regions, recreational or entertainment purposes, visits to primary and secondary producers of food, gastronomic festivals, food fairs, events, farmers’ markets, cooking shows, demonstrations, tastings of quality food products, and food-related activities related to particular lifestyles and cultures. Gastronomy is an understanding of various social cultures, historical components, literature, philosophy, economic status, religions and others aspects, in which food is the core subject. Gastronomy products can refer not just to food and beverages but also to food-related activities pertaining to culture and heritage (Zahari et al., 2009). Food and travel blogs, researchers, industry practitioners, and self proclaimed ‘foodies’ use the terms Culinary Tourism and Gastronomic or Gastro-tourism somewhat interchangeably. As opposed to mass tourism, niche tourism [such as gastronomic tourism] deals with the study, participation and experiences within a locational region, and is part of the adaptation from a services economy to an experience economy (Hall and Weiler, 1992; Goeldner et al., 2000; Pine and Gilmore, 1999). Narrowly defined, Gastronomic Tourism is a form of niche tourism motivated by food and/or drink (Hall and Mitchell, 2005; Kivela and Crotts, 2006; Sims, 2009). The term ‘culinary tourism’ was defined as an intentional exploratory participation in the foodways of someone considered an ‘Other’; “an exploratory relationship with the edible world … whether you go to food or food comes to you, the nature of the encounter is what defines a food experience as culinary tourism” (Long, 1998, p.xi). The International Culinary Tourism Association (ICTA) defines it as “the pursuit of unique and memorable eating and drinking experiences”, while the UN World Tourism Organization consistently refers to this tourist niche as gastronomic tourism or gastronomy, and defines it as “gastronomic tourism 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” (UNWTO, 2012, p.7). According to Long (2004), it is widely accepted that the scholarship relevant to culinary tourism comes primarily from three fields which very often overlap: Anthology of Tourism; Folklore; and Food Studies. She elaborates that culinary tourism is put into actions via festivals, public displays, presentations, new restaurant development, nutritional guidelines, etc. “The cross discipline approach makes a survey of [culinary tourism] literature “quite unwieldy” (Long, 2004, p.2). Studies related to food tourism have been largely limited to areas such as food safety, hygiene issues, analyses of food and wine festivals, supply issues, food production, food in tourism and cross-promotion of tourism in regional or national cuisines (Hall et al., 2003). Additional research focuses on encounters with gastronomic systems different from our own (Long, 2004); gastronomic learning (Smith and Xiao, 2008); including familiar food to tourist in foreign milieus (Wight, 2008); engagement with and affect on all five senses (Cook et al., 2002); emotions generated by smell (Lindstrom, 2005); increased benefits and competitiveness

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via linkage to non-gastronomic tourism (Henderson, 2009); as a major motivation for travel (Fox, 2007; Hall and Mitchell, 2005; Wolf, 2002). Gordin (2009) further stratifies gastro-tourists into five types, and suggests economic reasons for creating gastronomic brands.

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Gastro tourists

In developed countries the gastro-tourism business is booming and has become one of the most dynamic and creative segments of tourism, attracting billions of tourists and revenue. A quick Google search turns up thousands of entries illustrating the interest in this tourism niche. Foodies flock to France, Italy and Spain as well as to more remote parts of the world to experience the culture and the people through traditional foods and local beverages. Ageing population and changing life styles have driven demand for food tourism opportunities, with populations that provide growing markets for food tourism often categorised as: DINKS: (Dual Income No Kids): SINKS (Single Income No Kids); Empty Nesters (parents whose children have left home): Baby Boomers (members of the baby boom generation in the 1950s); and Divorcees (About Tourism, 2012). A study by ICTA which focused on the behaviour of American culinary tourists, found them to be comparable to culinary tourists in other countries, notably Canada, Australia, Switzerland and the UK: “Culinary travellers are similar in demographic and psychographic profiles in almost every country for which studies exist” (ICTA, 2007, p.3). The ICTA study referenced the following significant findings regarding culinary travellers: •

they span all age groups

•

they span both genders, in all ethnic groups

•

they tend to be better educated

•

they span various income levels.

Over 33% of the money spent by tourists is dedicated to food (Quan and Wang, 2004); food and food-related events are a key source of tourism (Hjalager and Richards, 2002; Rao, 2001), and food is becoming an essential component in destination choice motivation (Hall et al., 2003). In a recent survey (UNWTO, p.12) 88.2% of member respondents indicated “gastronomy is a strategic element in defining the brand and image of their destination”.

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Motivation for gastro-tourism

Various definitions, factors, and models for tourist motivation have been suggested, based upon the value and needs of consumers: tourist motivation definition (Pearce et al., 1998); factors of motivation (Swarbrooke and Horner, 1999; Lee and Pearce, 2003; Mannell and Iso-Ahola, 1987; Pearce and Lee, 2005); type and destination (Prebensen, 2007); measurement (Beard and Ragheb, 1983; Kim and Jogaratnam, 2002; Kozak, 2002); and motivations and destination choice (Moscardo et al., 1995). Kay (2003) contends that food consumption itself is the ‘peak’ experience that motivates travellers.


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With this realisation it is not surprising that interest in the development of food tourism has increased (Kivela and Crotts, 2006), yet little specific research exists on “culinary, gourmet, and gastronomy tours motivation” (Kim et al., 2010, p.60). Tikkanen (2007) did identify five distinct motivations with respect to culinary travellers: 1

food itself is viewed as an attraction

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foodstuffs are products that culinary tourists consume and purchase

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food experiences are valued and sought

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food is viewed and valued as a cultural phenomenon

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linkages between tourism and food production are sought and valued.

She contends that specific individual needs of the gastro-tourist constitute the main motivations for culinary tourism. Experiencing authentic food through interesting, educational, enriching hands-on gastro-experiences becomes the focus and the motivation for individual travellers, yet specific gastro-experiences are selected based upon unique personal preferences and distinct motivations.

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Place/destination branding

There is a growing body of practice and research around place or destination branding. Place brand strategy is defined as “a plan for defining the most realistic, most competitive, and most compelling strategic reason for the country, region, or city; this vision then has to be fulfilled and communicated” (Anholt, 2004). Recurring themes within the various disciplines that discuss place branding include: comparisons between branding a product/service and destinations/cities (Cai, 2002; Gnoth, 2002; Kavaratzis and Ashworth, 2005; Parkerson and Saunders, 2005); comparisons between corporate branding and city brands (Kavaratzis, 2004; Olins, 2003; Trueman et al., 2004); similarity to corporate umbrella branding (Gnoth, 2002; Papadopolos and Heslop, 2002); impressions between place branding and (re)positioning (Gilmore, 2002); image building and reconstruction (Curtis, 2001; Mitchell and Hall, 2004); the importance of unique identity and use of branding elements (Cai, 2002; Morgan et al., 2004); and, the role of emotional links with consumers (Gilmore, 2002; Mitchell and Hall, 2004). Destination Branding involves the establishment and maintenance of an identity of the destination brand – places where tourists visit be it countries, regions, or cities – and are a key element involved with tourism (De Chernatony, 2010; Morgan et al., 2004). Konecnik (2002) categorises a destination brand as a collection of products and services. A destination brand identity includes 6–12 dimensions (Aaker and Joachimsthaler, 2000) involving experiential, symbolic and functional benefits (Keller, 1993). The destination brand must be authentic, and ‘organic and self-developing’ (Olins, 2004). Indeed, in terms of nation branding every destination now competes for position with all other destinations (Anholt, 2007). While destination branding offers the opportunity to counter the problem of place substitutability, there are a number of challenges that must be addressed when branding places.

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Destination Branding involves a wide variety of stakeholders; volatile external environment; potentially difficult heritage issues; and budgetary pressures (Balakrishvan, 2009, Morgan et al., 2004; Pike, 2005). Other challenges include the multidimensionality of the place (Marzano and Scott, 2005), politics (Gilmore, 2002; Hankinson, 2004; Parkerson and Saunders, 2005; Pike, 2005), funding (Palmer, 2001 cited in Morgan et al., 2002), the external environment (Morgan et al., 2004) and creating differentiation (Morgan et al., 2002). As a relatively new field of study, a lack of empirical research on place branding has been noted (Caldwell and Freire, 2004). Since the motivations for eating particular foods are complex, varied and personal and what a gastro-tourist considers memorable can vary drastically from one to another, the geographic location appears to be secondary. Food remains the star attraction, actually replacing geographic location as the brand destination. The place or location is just the vehicle, or the backdrop, for experiencing authentic food in meaningful ways.

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Gastronomy as a driver of destination branding

A national survey done in partnership with the Travel Industry Association (TIA), Gourmet magazine and the World Food Travel Association (WFTA) revealed that 27 million American Travellers (17%) engaged in culinary or wine-related activities while travelling. On average they spent $1194 per trip with about 36% ($425) going towards food-related activities. The segment that the survey labelled ‘deliberate’ food travellers, where culinary activities were the key reasons for the trip, spent on average $77 more for the entire trip ($1271), and even more significantly, 47% of that total ($593) was spent on food-related activities. Surprisingly, those travellers identified as wine travellers spent less on average per trip ($950), but did spend about the same 36% ($339) on wine-related activities (WFTA, 2011). According to the Barcelona Field Studies Centre (2012), increases in food tourism are driven by five trends: 1

trading up: consumers spend a higher portion of their income on discretionary purchases when the product/experience is aspiration and down when it is only function

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demographic and household changes: an aging population and lifestyle changes have driven demand for increased eating out and food tourism opportunities

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rejection of ‘MacDonaldisation’: tourists reject low cost mass-produced foods that are perceived as bland and lacking individuality, searching out instead local, fresh, cuisine that reflects authenticity of the destination

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growth of the multi-cultural consumer: immigration, globalisation, the internet, have spurred a relentless growth in international tourism

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the celebrity chef and media: the niche of food programmes, TV channels and magazines have created food celebrities and experts to emulate.


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Gastro-tourism in emerging markets

To attract gastro-tourists, a destination needs to make the trip not only appealing from a food-related perspective, but also accessible enough for tourists to actually get there. With minimal basic infrastructure elements, a little organisation, a bit of local hospitality, and targeted marketing, emerging markets in underdeveloped countries as well as underdeveloped pockets in developed nations can become gastro-tourism destinations for travellers who yearn for intimate cultural immersion through authentic food adventures. Gastro-tourism growth in emerging markets is only achieved when both accessibility and attraction are complimentary. Figure 1 identifies elements essential for the creation of new gastro-tourism enterprises. The elements are explained in greater detail in subsequent sections. Figure 1

Gastro-tourism enterprise creation elements (see online version for colours)

10 Infrastructure It seems encouraging that new markets in emerging nations or less affluent pockets within more dominate markets can capitalise on this ever growing gastro-tourism niche to provide economic, social and cultural benefits. Gastro-tourism is appreciated not only for its own sake but also for its ability to generate economic growth. “Gastronomic tourism is helping to increase rural revenue sources and improve income levels and employment of local labour, especially women (Barcelona Field Studies Centre, 2012). By utilising existing food resources and local experts a gastro-tourism programme can be launched, even in remote parts of the world, provided key infrastructure exists. Regions, towns, villages as well as independent hosts of gastro-experiences have found start-up risks to be minimal, provided the following three basic infrastructure elements already exist:

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clean water, healthy food handling, and effective sanitation practices

•

safe transport of people to and from various experiences

•

interactive internet capabilities to clearly articulate message and brand promise.

Figure 2 depicts this basic infrastructure demand. Figure 2

Infrastructure elements necessary for gastro-tourism (see online version for colours)

11 Resource identification The way a country, a region or even a local village or neighbourhood gathers, prepares and serves food defines it’s food tourism potential. The best gastro-gathering events stem from resources and products that are uniquely local, traditional, and are prepared and consumed by the locals. Sharing culinary flavours and styles teaches world travellers about people in other parts of the world or city in ways that geographical books, politics or tours of museums and landmarks can never fully do. Emerging markets interested in introducing gastro-tourism into their economy are encouraged to look at the resources that already exist in their neighbourhoods, villages, towns, communities, cities and countries. Communities can easily identify their town experts, often village matrons, who might be eager to host gatherings for strangers willing to pay a fee to learn from them about foods and practices that already exist. Communities can begin by looking at local foods, festivals and harvesting seasons such as: Hairy Crab Season in Shanghai; China’s Cold Food Festival; LaMancha’s Saffron Harvest, and avocado harvesting in Ghana. According to the UNWTO study, 79% of gastro-tourists seek food events such as festivals and tastings; 62% enjoy gastronomic tours, culinary routes and cooking classes, and 53% explore markets and food producers. If a geographic area can identify at least six hosts with interesting food-related opportunities who are willing to loosely organise and continuously communicate, then gastro-tourism becomes a viable possibility – even in an emerging market. The diagram (Figure 3) depicts this stage of the process. Figure 3

Creating a gastro-tourism network or trail (see online version for colours)


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12 Destination identity Once a minimum of six hosted gastro-experiences are identified, a ‘trail’ or network can be created to suit all hosts and potential tourists. How a local network decides to brand their local food and food-related experiences is unique and highly individual. They can create food trails so tourists can taste similar or uniquely different foods and preparations; they can include kitchen gardens, cookery lessons in Mama’s kitchens, dining on the docks, or bike tours through city streets. Regardless of the unique components, any loosely formed group who wishes to advertise their gastro-possibilities to outsiders should agree upon their collective brand promise: What is being promised to the gastro-tourists that visit? This promise becomes the guiding force in the actual creation of the events and experiences as well as in all marketing materials and messages regarding the gastro-tourism enterprise. So, what exactly is being promised? Memorable authentic local food-related experiences are a must. But, a community can also offer, fun, warmth, a glimpses into unique cultures, customs, rituals, hands-on cooking, and expert lectures and demonstrations. What each community is able and willing to promise will be unique. How this promise is to be actualised (experienced by the gastro-tourist market) is what should be central to the gastro-tourism branding campaign. Following are examples of two existing gastro-tourism initiatives. 1

The Global Hansik Initiative was created and launched in 2008 to popularise Korean food by focusing on the health benefits and uniqueness of Korean cuisine both in Korea and around the world (MIFAFF, 2008). In this instance Korean Food itself becomes the ‘destination’ and food purveyors all over the world have loosely organised around a collective brand promise – sharing the health benefits and uniqueness of Korean food.

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The Tourism Bureau of Taiwan has launched its new global campaign slogan: ‘Taiwan — The Heart of Asia’. The campaign “features a heart containing some of the crucial elements of Taiwan, including food, culture, festive events and biodiversity” (Shan, 2011) (see online version for colours).

In both examples, all related marketing components consistently reflect a shared brand promise, of gastro-experiences. Successful gastro-tourism branding campaigns encompasses: •

individual hosts

•

sub-groups or trails of hosts, even if only loosely organised

•

the overall regional/government entity.

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For example, the success of the Hansik Initiative brand identity/equity depends upon •

each individual food-related business

•

organised local sub-groups that include Korean restaurants and takeout establishments, specialty Korean grocers, Korean clubs, and Korean churches

•

the country of Korea and those government departments that regulate and promote food and tourism.

Successful gastro-tourism initiatives cross-promote all three entities and address and resolve any potential disconnects. Figure 4 symbolises the co-dependent nature of the distinct entities, hence the importance of creating unique and consistent gastro-tourism brand promises. Figure 4

Illustration of gastro-tourism co-dependent brand promise (see online version for colours)

Each individual host of a gastro-experience, plus the loosely formed network or trail, and the geographical region/government have distinct features, interests, and unique motivations, as illustrated by the different shapes. However successful new gastrotourism endeavours rely upon identifying common (overlapping) brand promises that all three stakeholders can and do embrace. These co-dependent promises form the overarching brand identity and help establish the initiative’s eventual brand equity. The overlapping areas in Figure 4 depict this shared branding.

13 Market and promote In a study highlighting what should be in a culinary tourism campaign, Harrington and Ottenbacher, (2010) identified six key areas associated with culinary tourism success: 1

the strategy itself

2

cooperation among stakeholders

Gastro-tourism as destination branding in emerging markets 3

leadership issues

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culinary profile promotion

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communication of quality

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enhancing tourist perceptions.

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The first three areas (strategy, stakeholder cooperation, and leadership) are important considerations for the purveyors of the gastro-events. The remaining three areas (culinary profile/brand identity, quality and tourist perceptions form the backbone of the marketing effort [and ongoing evaluation] involved in a gastro-tourism effort. Kay (2003, p.64) advises that “in the early stages of the motivational process, marketing communication campaigns and activities, in particular, have an important role to play in converting positive attitudes and motives for attending cultural experiences into actual attendees”, therefore how the shared brand promise is articulated and promoted will be pivotal in attracting gastro-tourists to new gastronomic destinations. Additionally, how new destinations communicate about successful gastro-experiences will impact future tourists as well as possible new local hosts who could strengthen the effort and create an even richer gastro-tourism enterprise, bringing greater regional prestige, additional employment opportunities, and the potential for increased economic development. When developing a marketing plan for a new gastro-tourism enterprise it is important to consider the various factors that impact tourists in each of three phases: 1

before they depart

2

on their journey

3

at each on-site gastro-experience.

During each phase, recognition that the gastro-tourist craves authentic memorable food-related experiences should be prominent. A co-dependent brand promise that consistently promotes and delivers authentic quality experiences beginning even before the tourist leaves home is critical. Figure 5 segments a gastro-tourism excursion into these three phases 1

communication (before leaving home)

2

logistics (getting there)

3

the experience(s) (while on-site).

It also identifies some, but not necessarily all of the factors that are essential considerations during each phase – that should become part of all marketing and implementation strategies. Additionally, as discussed earlier, the infrastructure and the gastro-experience network must be ready and able to accommodate the tourist demand generated by the marketing efforts.

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Figure 5

Marketing and implementation considerations during three travel phases (see online version for colours)

14 Evaluate and incorporate feedback A continuous monitoring cycle is essential for a gastro-tourism effort to take hold and to grow. It is necessary to constantly monitor tourist expectations, individual host needs and gross economic and infrastructure demands of the region. By staying on top of tourist demands for health, transportation, safety, communication, and brand promise satisfaction, the gastro-tourism effort can minimise potential risks and capitalise on existing and potential benefits. Therefore, ongoing feedback from all stakeholders at key feedback touchpoints during all phases optimises the gastro-tourism initiative.

15 Conclusion Gastro-tourism refers to the intentional pursuit of appealing, authentic, memorable culinary experiences of all kinds, while travelling internationally, regionally or even locally. A Gastro-experience is an authentic, memorable, food- or beverage-related activity that involves behind-the-scenes observations accompanied with cultural or regional illuminations, and often hands-on participation, that culminates in festive, casual, or formal partaking of food or drink. Food remains the star attraction, actually replacing location as the destination brand. The place or location is just the vehicle, or the backdrop, for experiencing authentic food in meaningful ways. Although Destination Branding in this tourist segment may look very different from country-to-country or town-to-town, this preliminary research suggests that it is possible to ignite a successful culinary tourism business with: •

minimal adjustments to a few necessary, but considerably basic infrastructures such as health and safety, transportation and communication

•

a loosely organised spattering of homegrown resources and rich talent


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•

an organised and marketed unique promise or brand

•

an ongoing feedback process that monitors tourist and stakeholder satisfaction during all three travel phases regarding the shared brand promise.

Most importantly, the co-dependent aspects of all stakeholders must be recognised, embraced and reflected in the marketing and implementation of the gastro-tourism brand promise. Emerging markets in underdeveloped countries as well as underdeveloped pockets in developed nations can become gastro-tourism destinations for travellers who yearn for intimate cultural immersion through authentic food adventures.

16 Future research Future research should be considered regarding gastro-tourism features or components that constitute satisfaction and success from three distinct views: 1

the consumer-customer (tourist) point of view

2

the view of the purveyors of individual food-related experiences

3

the collective community view of the larger destination (town, village, neighbourhood, city, county, region, country, and the respective government views).

The following areas of future research are proposed. First, regarding gastro-tourists, what expectations do they have of singular events/experiences? What do they expect/ demand/require? How far will they travel? How much will they spend? What are they willing to do to experience a foodie adventure? How is success measured? Second, in terms of hosts of gastro-experiences, what expectations do tourists have for individual gastro-experiences? What must they do or have? What do they need? How is success measured? What successful marketing and customer service tips can be shared? Finally, what are the expectations of the geographic and government entities regarding gastro-tourism events/experiences within their jurisdiction? What does the village/ neighbourhood/town/city/region/country want? What must it do or have? How is success measured? Has the gastro-tourism project generated jobs or spurred economic growth? In addition to quantitative studies or qualitative primary research it would also be valuable to conduct case study analysis of how existing gastro-tourism clusters/groups were formed and how they function, synthesising feedback from the same three perspectives: tourist, host of gastro-experiences and geographic/government entities.

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