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

1. Identify customer needs

2. Developing products and

services

3. Product and service promotion

4. Monitor, review & evaluation

SERVICES MARKETING MIX

Services Marketing Mix

Price

Place

Promotion

ProductPeople

Process

Physical Evidence

Source: Booms and Bitner, 1981

SEGMENTATION

1. Socio-economic

2. Geographic

3. Psychographic (Social distinctiveness)

4. Demographic

5. 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)

Niche market

FOOD & WINE TOURISM

No o

f to

uri

sts

Travel and Tourism

Rural Tourism

Culinary TourismGastrono

mic TourismCuisin

e 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

Self-Actualis

ationEsteem

Love

Safety

Physiology

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

Problems facing the wine tourism in the

UK

Lack of publicity

Not part of gastronomic culture

Unorganised Industry

No Wine Tourism Strategy

Difficulty in demanding high prices

CASE STUDY: WINE TOURISM IN THE UK

Success for UK wine tourism

Incorporate Attractions

Internet

Organised Tours

Develop local links

Joint vineyard promotional

activity

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