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Marketing turístico de nichos culinarios

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Presentación de la ponencia de Katia Sidali, de la Universidad de Gottingen, Alemania, sobre "Marketing turístico de nichos culinarios en distintos países". …

Presentación de la ponencia de Katia Sidali, de la Universidad de Gottingen, Alemania, sobre "Marketing turístico de nichos culinarios en distintos países".

Dicha ponencia tuvo lugar en Pamplona el 21 de febrero de 2013 en el marco del IV Congreso Internacional de Turismo Rural Reyno de Navarra

Published in: Travel

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Transcript

  • 1. Marketing turístico de nichos culinarios / Marketing of culinary niches Dr. Katia L. Sidali27.03.2013 1
  • 2. Alienation of today consumers A new food-culture? Globalisation Retrotrend Food scandals • Anonymous and • In search of tradition • Food provenance standardised food and authenticity and transparent production production Boom of rural areas as a ‘reconnection’27.03.2013 strategy 2
  • 3. ‚Reconnection‘• Idealisation of past traditions (tourists‘ reconnection with a ‚lost‘ identity)• Personalisation of commercial relations (tourists‘ reconnection with producers)• Valorization of rural areas with rare plants and livestock (reconnection with nature)
  • 4. ‚Reconnection‘• Idealisation of past agrarian traditions (reconnection with a ‚lost‘ identity)• Personalisation of commercial relations (reconnection with producers)• Valorization of rural areas (reconnection with nature)
  • 5. Festivals in rural areas
  • 6. The food valley in Italy!
  • 7. ‚Reconnection‘• Idealisation of past agrarian traditions (reconnection with a ‚lost‘ identity)• Personalisation of commercial relations (reconnection with producers)• Valorization of rural areas with rare plants and livestock (reconnection with nature)
  • 8. High personalisation of food Low Hightransparency: e.g. transparency Discounts e.g. farmers markets Low personalisation of food
  • 9. Internet presence• Burgenlandtourismus (Reiseplaner) 27.03.2013 9 Quelle: http://www.burgenland-schmeckt.at/
  • 10. Culinary map / Direct marketing operators • Producers GUIDE Schleswig-Holstein – Interactive map of producers – Participation fee 40€/year• Producers• Farm shop• Meat shops• Dairy shops• Beckeries• Online-Shops 27.03.2013 11 Quelle: http://www.sh-tourismus.de/de/produzentenfuehrer-kulinarik
  • 11. ‚Reconnection‘• Idealisation of past agrarian traditions (reconnection with a ‚lost‘ identity)• Personalisation of commercial relations (reconnection with producers)• Valorization of rural areas with rare plants and livestock (reconnection with nature)
  • 12. Social responsibility: tourists in rural areas as citizens not as anonymous consumers
  • 13. Conclusions• Rural areas are pre-destinated to re-connect consumers/tourists to their traditions• The combination of regional gastronomy with tourism is a potential successfull niche• Latent demand of consumers needs to be tapped by rural operators and farmers in peripheral areas
  • 14. Thank you for your kind attention! Contact: Dr. Katia Laura Sidali University of Göttingen Dpt. of Agricultural Economics and Rural Development Göttingen E-Mail: ksidali@gwdg.de Tel: + 49 (0) 551 39 78 3815