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Food, Wine & Tourism Marketing Presentation
 

Food, Wine & Tourism Marketing Presentation

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    Food, Wine & Tourism Marketing Presentation Food, Wine & Tourism Marketing Presentation Presentation Transcript

    • 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
    • Services Marketing Mix
      Source: Booms and Bitner, 1981
    • Segmentation
      Socio-economic
      Geographic
      Psychographic (Social distinctiveness)
      Demographic
      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)
    • Food & Wine Tourism
      • Niche market
      Travel and Tourism
      Rural Tourism
      Culinary Tourism
      Gastronomic Tourism
      No of tourists
      Cuisine 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
    • 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
    • Case study: wine tourism in the uk
    • 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