Food tourism and branding the gold coast


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Food tourism and branding the gold coast

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