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Food tourism and branding the gold coast
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Food tourism and branding the gold coast


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  • 1. Food Tourism and Branding the Gold Coast Deborah CheSchool of Tourism and Hospitality Management Southern Cross University
  • 2. 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
  • 3. 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
  • 4. Prideaux’s Resort Development Spectrum
  • 5. 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
  • 6. 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 $
  • 7. 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”
  • 8. 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?
  • 9. Value-added agriculture on Mount TamborineTamborine Mountain Distillery
  • 10. 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)