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The role of gastronomic brands in tourist destination promotion: The case of St. Petersburg
Abstract
This article focuses on a significant component of tourist destination attractiveness, namely, territorial gastronomic branding. Some destinations boast a specific gastronomic brand, while others do not have a clearly defined ‘gastronomic face’. Moreover, some territories lack the 'food basis' or unique gastronomic resources, such as a brand product or local cuisine, for creating such a brand. The authors undertook an investigation of whether a territorial gastronomic brand can be formed when a region lacks a definite ‘food basis'. What is the basis for creating a regional gastronomic brand (RGB)? Does the ‘food basis’ always form the nucleus of a gastronomic brand? Or within the framework of the experience economy, is a ‘non-culinary’, 'non-food' addition sufficient for creating an RGB? The authors argue that the basis for a gastronomic brand can be traced to the cultural and historic traditions of the region. The authors focus on possible ways of forming gastronomic brands in multicultural cosmopolitan cities where authentic gastronomic brands are blurred to a great extent. Specifically, the research focuses on St. Petersburg, which is a prototypical multicultural city lacking a pure ‘food basis' for forming a territorial gastronomic brand.
... Thus, consumer power has been strengthened, so online communities are able to influence the decisions of companies and service providers, and consumers expect social and economic actors to respond to their expectations (Rekettye et al. 2016). The microcelebrites followed by many users, the so-called Instagram celebrities, also act as opinion-formers who refer to a product or service in a subtle or more open way for financial support or product (samples) (Glózer 2018, Veszelszki 2019. ...
... Furthermore, it is a process of learning about different cultures that includes a variety of elements, ranging from experiments to gain or understand knowledge, to the production of culinary specialties, and finally to consumption (UNWTO 2012). If we examine the definitions from the perspective of the tourism product, we can say that gourmet tourism is a distinct subset of tourism, which targets a smaller segment of consumers (Hjalager & Richards 2002, Gordin & Trabskaya 2013, Hernández-Mogollón et al. 2015. With a view to the development of destination, gastronomy is the key element of the tourist experience. ...
... He believes that experience, motivation, gastronomy, the place itself, and culture play a role in delimiting the destination. The role of the destination also stands out in the definition of gastronomic tourism, as the tourist gets to know the food and drinks of a given destination during his trip , Kivela & Crotts 2006, Gordin & Trabskaya 2013. According to Baah et al. (2020), gastronomic tourism has become a practical area of interest for developing destinations. ...
THE AIM OF THE PAPER The aim of the study is to explore the impact of gastronomic influencers on Instagram on consumer decision before choosing a restaurant. It also examines the role of the characteristics of destination in consumer decision-making process. The article also highlights the impact of the Covid-19 Pandemic and its impact on consumers’ decision process in that context. METHODOLOGY In order to analyze the main research questions, a quantative survey with 329 valid responses was implemented and descriptive statistics, relationship analysis methods and linear regression were used to answer the research questions. The research question also required the use of a subsample (n=185) in which respondents who are willing to travel for gastronomic purposes were examined during the Pandemic. MOST IMPORTANT RESULTS According to the results, the collection of information from gastronomic influencers on the Instagram interface is popular among the respondents, and the influencers’ activity has a positive effect on the number of visitors to the destinations. Thus, it can be said that the relationship between the influencer and the destination is characterized by a significant, medium strength relationship. Furthermore, the results also revealed that the Pandemic has led to an increase in consumers’ intentions to consume in restaurants. RECOMMENDATIONS As social media plays an increasingly important role in the decision-making process, it is important that professionals, service providers and researchers explore the views of consumers in the context under study. The results are highlighted in terms of destination development and in terms of consumer behavior.
... Do mesmo modo, um produto culinário-gastronômico reforça a identidade e a distinção de um lugar e de seu povo, em relação a outros locais. A luz deste fenômeno, o lugar passa a atrair visitantes e turistas, impulsionados a conhecer novas culturas culinário-gastronômicas e a história do destino turístico (Gordin & Trabskaya, 2013;Gimenes, 2006). ...
... No meio turístico, a gastronomia é uma ferramenta elementar na promoção do destino turístico e a marca gastronômica representa um elemento de valor. A gastronomia pode representar um elemento de distinção e uma singularidade do destino turístico (Horng, Liu, Chiu & Tsai, 2012;Liu, 2016;Jiang, Li, Liu & Chang, 2017;Gordin et al., 2013;Björk & Kauppinen-Räisänen, 2014;Björk & Kauppinen-Räisänen, 2016;Fitria, Irwansyah & Rusfian, 2016;Gyimóthy, 2017). ...
... No mundo globalizado, os destinos turísticos necessitam de uma marca distintiva, a qual se faz necessária para criar imagens diferenciadas e vantagens competitivas (Dulău, Coroş & Coroş, 2010). Neste sentido, a marca gastronômica é componente chave na formação da imagem turística de uma região (Gordin et. Al., 2013). Portanto, o sistema gastronômico de um lugar/destino turístico constitui imagens mentais, e "cabe lembrar que também nos alimentamos de imagens" (Jacob, 2012, p.114). ...
... Place branding presents a unique challenge as the brand of a place is defined and managed together with the brand managers and the community; it intertwines city development and marketing (Baker 2019;Anholt 2010;Ashworth and Kavaratzis 2009;Govers 2011). Place branding is important to practitioners as the economic or social improvement of a place depends on attracting and retaining people, jobs, and services (Bose et al. 2019;Coombe and Melki 2012;Karvelyte and Chiu 2011;Khirfan and Momani 2013;Gordin and Trabskaya 2013). ...
... Gertner (2011), in a literature review on "place marketing' and "place branding" between 1990 and 2009, identified 212 articles majority of which are published in Place Branding and Public Diplomacy Journal. Since 2009, numerous papers have focused on cases discussing the place branding efforts of cities or countries (Coombe and Melki 2012;Karvelyte and Chiu 2011;Khirfan and Momani 2013;Gordin and Trabskaya 2013), while others focused on the impact of various factors, e.g., food and tourism, on place brand (Berg and Sevón 2014;Gordin and Trabskaya 2013). ...
... Gertner (2011), in a literature review on "place marketing' and "place branding" between 1990 and 2009, identified 212 articles majority of which are published in Place Branding and Public Diplomacy Journal. Since 2009, numerous papers have focused on cases discussing the place branding efforts of cities or countries (Coombe and Melki 2012;Karvelyte and Chiu 2011;Khirfan and Momani 2013;Gordin and Trabskaya 2013), while others focused on the impact of various factors, e.g., food and tourism, on place brand (Berg and Sevón 2014;Gordin and Trabskaya 2013). ...
Business site selection involves a complex interplay of myriad economic and non-economic factors, and due to its strategic implications is important for decision making for both policymakers and companies. On the one hand, cities spend substantial amount of public dollars marketing places to attract and retain potential businesses; on the other companies invest a significant amount on location decisions, land, labor, and capital in quest for long-term sustainable growth. There is an increasing realization that in addition to economic factors, place image is of paramount importance for attracting new businesses and investment (in: Anholt, Places: identity, image, and reputation, Palgrave Macmillan, New York, 2010). In this research paper based on an extensive review of the literature, a research framework and propositions are developed for place image and business site selection. The paper posits that brand, visual image, and reputation will have a positive direct effect on place image, and place image will have a positive direct impact on site selection decision. A recent case study of Amazon that provides valuable insights on factors (e.g., place image) that Amazon considered in its site selection for headquarters 2 decision.
... Algunos estudios se enfocan en discutir y promover la gastronomía como una experiencia cultural (Hall & Mitchell, 2000;Nelson, 2016), como una marca de destino (Dulău et. al., 2010;Gordin & Trabskaya, 2013). ...
... Un turismo con una relación más próxima con la alimentación/salud y los recursos naturales, sin contar el turismo cultural. La asociación de la gastronomía con diversos tipos de turismo permite promover una interacción, un compromiso del turista con el lugar que visita, que ayuda a valorar los aspectos culturales de la gastronomía y sirve para minimizar las diferencias culturales entre el turista y el destino (Gordin & Trabskaya, 2013). ...
... La relación entre turismo y gastronomía también involucra otros aspectos locales como la cultura, la autenticidad, las políticas públicas y la participación de la comunidad por medio de empresas privadas o la sociedad civil (Horng & Tsai, 2012). Esto significa que la gastronomía posee un papel importante en el proceso de institucionalización y fortalecimiento de una imagen para un territorio, una agregación de valor en la identidad de un lugar como turismo de destino (Gordin & Trabskaya, 2013). ...
... Also, the same authors emphasize that quality of gastro-products should have an established standard. Gastronomic products are all those products that can be consumed and/or purchased (cheese, sausages, wine, etc.) (Pamukçu et al., 2021;Symons, 2001;Gordin & Trabskaya, 2013). Moreover, all wishes, requests and modern needs of guests constitute the main characteristics of gastro-products, which depend on the economic situation, technical, technological, personnel circumstances (Vukić & Drljević, 2006;Forgas-Serra et al., 2021;Nemes et al., 2019). ...
The aim of this paper is to research the attitudes and opinions of tourists about the importance of gastro tourism and gastronomic products in Serbia and Montenegro. The research was conducted in the period from July to September 2022. Methods used in this reserach were Chi square test, Mann Whitney U and Regression. The results of the research show that there is a difference in opinion about gastronomic tourism and gastronomic products between the respondents in Serbia and the respondents in Montenegro. Also, there are differences in the opinion of the respondents which city is best known for the gastronomic tourist offer in both countries. The obtained results can be used to improve the gastronomic offer of Serbia and Montenegro, which can lead to an even better positioning of both countries on the gastronomic map of Europe. S a ž e t a k Cilj ovog rada je da se ispitaju stavovi i mišljenja turista o značaju gastro turizma i gastronomskih proizvoda u Srbiji i Crnoj Gori. Istraživanje je sprovedeno u periodu od jula do septembra 2022. godine. Metode koje su se koriste u ovom istraživanju su Hi kvadrat test, Mann Vhitnei U i Regresija. Istraživanje pokazuje da postoji razlika u mišljenju o gastronomskom turizmu i gastronomskim proizvodima između ispitanika u Srbiji i ispitanika u Crnoj Gori. Takođe, postoje razlike u mišljenju ispitanika koji je grad najpoznatiji po gastronomskoj turističkoj ponudi u obe zemlje. Dobijeni rezultati mogu se koristiti za unapređenje i proširenje gastronomske ponude Srbije i Crne Gore, što može dovesti do još boljeg pozicioniranja obe zemlje na gastronomskoj mapi Evrope.
... Based on the findings of a survey that was collected from a total of 407 international visitors coming from Taiwan, strong positive relationships were established between the different aspects of the destination-based brand value of food and beverage. Studies examining gastronomy within the scope of destination branding include the importance of gastronomy in destination branding (Kılıçhan and Köşker, 2015), the relationship between local cuisine experiences and brand congruence (Erkmen, 2018), the role of local cuisines in tourism marketing (Lin et al., 2011;, the role of culinary culture in creating a city brand (Hoşcan et al., 2016), the evaluation of geographical indication products within destination branding (Yenipınar et al., 2014;Acar, 2018), and gastronomic branding (Gordin and Trabskaya, 2013). Okumus et al. (2007) also conducted research on the inclusion of local and international cuisines in tourism destination marketing, and determined how they were used in marketing activities in two different countries (Hong Kong and Turkey). ...
... Local food which is a meaningful part of regional brands enables to provide tourists with the regional culture and local history of a district and provides tourists with a playful means for becoming aware of the destination (Gordin & Trabskaya, 2013). Local food is a gastronomy product that destination regarded as an important of destination marketing tools, have been one of the basic elements for developing destination improvement. ...
The current chapter theoretically aims to reveal the relationship between culinary festivals and destination branding, focusing on studies investigating aspects of culinary festivals such as festival experience, quality, and motivation in the relationship between the culinary festivals and destination brand equity. In this chapter, the role and importance of culinary festivals in developing destination brand equity are theoretically discussed through reviewing hospitality and tourism literature. Theoretical results of the present chapter indicate that some topics of culinary festival studies such as food experience, food quality, and food festival motivation from a tourist perspective have played an essential role in how increasing core constructs of destination brand equity which included destination brand image, destination brand awareness, perceived quality, and brand loyalty.
... The gastronomic offer of the restaurant enables tourists to get to know the food culture of the local population (Jimenez-Beltran et al., 2016), thanks to which the food offer can be considered a promoter of local community culture. Local gastronomy as a component of the intangible cultural heritage of the site reflects the local character (Gordin & Trabskaya, 2013) and provides tourists with the opportunity to get to know the local population (Vuksanović et al., 2016). ...
Importance of local restaurants gastronomic offer for the future of rural tourism in Knić municipality was estimated based on the questionnaire filled by 200 tourists who were acommodated in rural households in four villages (Dragušica, Žunje, Grivac and Knić) in this municipality during 2021. The questionnaire consisted of two sections: respondent profile and importance of local restaurants gastronomic offer for the future of rural tourism. Based on respondents answers, it could be concluded that local restaurants gastronomic offer is very important for the future of rural tourism, but that the offer in villages of Knić municipality is modest. Gastronomic offer of households offering accommodation is much better than local restaurant gastronomic offer. Quality, autenticity, serving and food decoration in local restaurants gastronomic offer were not estimated as good. Respondents concluded that improvement of gastronomic offer of local restaurant is very important for success of rural toursim.
... Singapore's status as a gastronomic city-state with the relevant Hawker Culture was declared as a cultural icon, so it is necessary to understand how local diners perceive the image of their country regarding gastronomy and culture, since it can be an initial investigation in order to nominate and promote the country and culture at the international level. Local culinary culture is a powerful tool that plays the role of gastrodiplomacy, signifying an important asset of place branding (Gordin & Trabskaya, 2013). ...
This study examined local food diners' perceptions of gastronomy—composed of food, country image, and culture—in Singapore, a city-state. This study successfully identified the country image associated with gastronomy by adopting the concept of UNESCO Creative Cities of Gastronomy and explored the impact of country image on the local diners' perception of Hawker Culture as a country brand, based on the brand resonance model. Image factors (food outlets and restaurants, food activities, education and training, and local ingredients and cooking skills) were explored. The perceived facets of the country were linked to awareness, which in turn stimulated the love for Hawker Culture in forming loyalty. This research provides discernments to rejuvenate and promote Singapore as a UNESCO Creative City of Gastronomy, which will pave the way for the continuous support of Hawker Culture from residents as a notable cultural icon.
... It is also evident that tourists co-create food experiences by calling to mind particular place attributes including landscape, quality of life, or a sense of place (Hegarty & O'Mahony, 2001;Kim et al., 2019;Tsai, 2016) and that doing so can increase their participation in the experience (Ellis et al., 2018). This can be because natural resources, ingredients, production practices, or ways of consuming food can be distinctly local (Trubek, 2008) because of the strong cultural, historical, and regional ties to food (Baldacchino, 2015) and that food traditions such as ways of preparing or eating foods can project the culture of place (Gordin & Trabskaya, 2013). ...
Food consumption can incorporate meanings of place whereby the culture
of place becomes a feature of the experience. Despite the apparent
importance of place to how tourists experience food, there is little
understanding of how food experience producers integrate place into
that experience. This research focuses on artisanal food and the artisanal
food consumption experience to study how the relationship between
food and the meaning of place is incorporated into an augmented food
experience based on the input of food experience producers (including
food artisans, restaurateurs, speciality food retailers, tour guides). To
understand how these key stakeholders add value to the experience
through place discourse, the study focuses on Tasmania in Australia as a
context and uses multiple qualitative methods including in-depth
interviews and extensive observation over a two-year period. The
research reveals that food experience producers integrate layers of place
meaning (artisanal food and place stories; the artisan; terroir; community
values of place) into the food experience, and that related discourse is
substantial and unique to the environment and complimentary to both
the food and place. The study contributes to the understanding of how
food experience producers contribute to food consumption experience.
... It can be seen from the results, it is concluded that the perceived image related to Adana kebab is at a very high level, but the guests cannot have the cultural and gastronomic experience they expect. In the studies encountered in the literature, it has been argued that the gastronomic presentation made with cultural and historical atmosphere in regions without a unique gastronomic identity will be effective in branding the destination (Gordin & Trabskaya, 2013). In this sense, it can be thought that meals should be served with a more cultural and historical atmosphere. ...
... When the cultural background is similar, customers are more likely to express their opinions and recommendations through WOM after understanding and recognizing the time-honored catering brands (Yaveroglu and Donthu, 2002). As part of a place's intangible cultural heritage, time-honored catering brands reflect local culture characteristics and create a sense of place (Gordin and Trabskaya, 2013). Customers with stronger cultural proximity can find cultural resonance with such brands and prefer to recommend the catering brand to others. ...
The time-honored brand is the best brand retained from centuries of business and handicraft competition, representing inestimable brand, economic and cultural value. However, it has encountered the issue of heritage in the new era. To address this issue, in view of the critical role of customer word-of-mouth (WOM) in brand inheritance and reputation, this study constructed and examined the WOM path of time-honored catering brands by investigating 606 customers. Its conclusions highlight the positive antecedent of brand authenticity for customers' in-person WOM and EWOM. The path is influenced by the mediation mechanisms of response (awakening of interest), cognition (brand experience) and affection (brand identification). Moreover, the interaction between creative performance and brand authenticity can positively promote customers' brand experience. However, cultural proximity plays different roles in the stages of customers' brand attitudes and behaviors. The results provide managerial implications for how to promote the sustainable inheritance of traditional brands.
... O segundo grupo configura-se com a gastronomia correlacionada ao desenvolvimento econômico e também territorial, em que o espaço se remodela e se adapta para receber turistas. A transformação vincula-se também ao desenvolvimento de marcas gastronômicas regionais (Gordin & Trabskaya, 2013) ou ao resgate do patrimônio culinário (Kowalczyk, 2014). ...
This article aims to verify and analyze the scientific production regarding the role of gastronomy in the tourist development of the destination. For that, studies were selected from the Scopus database through the combination of keywords "gastronomy" and "development" and "tourism". As a result, 104 documents were found, and these were selected based on the title, abstract reading, objectives, methodologies, and for being relevant and coherent in approach to the researched topic, integrating a set of 21 studies. The works were analyzed using the Systematic Literature Review methodology, with a quantitative and qualitative approach to the data. It is concluded that it is necessary to value the combination of gastronomy and tourism development, in order to offer a product that fits the tourist consumer, being effective to meet the needs of the contemporary consumer.
... Do mesmo modo, um produto culinário-gastronômico reforça a identidade, e a distinção de um lugar e de seu povo, sendo também, associado e lembrado como marcas gastronômicas, com potencial para atrair visitantes e turistas, como forma de conhecer novas culturas, e a história do lugar/destino turístico TRABSKAYA, 2013;GIMENES, 2006). No contexto turístico, a gastronomia é uma ferramenta e atrativo elementar na promoção do destino turístico (HORNG et al., 2012a). ...
Os produtos culinário-gastronômicos são percebidos por diferentes sinais, como as cores, texturas, gostos e sons, que identificam e distinguem um produto alimentício-gastronômico dos outros. Estes aspectos sensoriais, podem ser percebidos pelos sentidos do corpo, e lembrados em associação com reações emocionais e psicológicas. Neste sentido, a marca sensorial relaciona um conjunto de lembranças, referente às vivências afetivas e a aspectos conceituais, históricos ou tradicionais, que constituem e representam um acervo memorativo intangível e, quando associado a produtos culinários-gastronômicos, convém denominar de marca gastronômica. Nesta perspectiva, a pesquisa objetiva identificar estudos sobre marca gastronômica, e classificar suas diferentes abordagens. A pesquisa apurou 448 documentos, os quais foram minerados e selecionados 41 artigos em fina aderência ao tema, e realizou-se análises bibliométricas acerca do número de publicações selecionadas, evolução ao longo dos anos, países de ocorrência e áreas dos periódicos; e análise de conteúdo, referente a abordagem dos artigos e objetos de marca gastronômica. Dessa forma, constatou-se que as pesquisas acerca do tema são recentes, e que as abordagens dos artigos são múltiplas, incluindo a promoção do destino turístico, marca de lugar, marca de valor para o turismo, o chef como marca, marca gastronômica de nação, gastronomia como marca cultural, gastronomia étnica como marca de imigrantes, gastronomia como identidade de marca na indústria criativa, gastronomia étnica como marca e a gastronomia como marca de meme. Contudo, o tema marca gastronômica é associado em maior recorrência com lugares, atividade turística e destino turístico, que compreende o lugar de prática da atividade turística.
... Medina-Mu~ noz and Medina-Mu~ noz (2013) examined the attractiveness of wellness tourism in Gran Canaria, based on satisfaction of tourists. Gordin and Trabskaya (2013) conducted a research of a regional gastronomic brand on the basis of tourist gastro destinations in Saint Petersburg. Jin et al. (2012) used a thorough interview to establish attractiveness of a destination of clusters from Mainland China. ...
In order for a tourist to visit a location, it has to be attractive. Destination attractiveness can be examined in several ways. One of them is offered by this study, which has examined destination attractiveness based on resources available in certain rural settlements. Based on a case study carried out in the Brčko District of Bosnia and Herzegovina (Brčko District), a model will be developed to test for rural tourism destination attractiveness. Examination of tourist destination attractiveness in the area of the Brčko District was conducted with a decision model based on the Decision EXpert method and expert decision-making. For that purpose, six rural settlements in the area of the Brčko District were examined with respect to destination attractiveness. Results obtained using this model showed that rural settlement Bijela has a "very good" attractiveness, rural settlements Brezik, Brezovo Polje, and Gornji Zovik have "good" attractiveness, while rural settlements Ražljevo and Maoča have "middle" attractiveness. The results obtained by applying this model have shown the need for improvement of touristic offer in order to make it more attractive. In order to improve attractiveness of a tourist destination, we need to strengthen human potential in this area and improve tourist infrastructure and make more effort to preserve the environment. The application of the used model has given good results in examination of tourist destination attractiveness and it should be applied for other branches of tourism in the future studies.
... Destinasyon markalaması kapsamında gastronomiyi inceleyen çalışmalar; destinasyon markalaşmasında gastronominin önemi (Kılıçhan ve Köşker, 2015) yerel mutfak deneyimleri ve marka denkliği ilişkisi (Erkmen, 2018), destinasyon markalaşması kapsamında gıdalar (Lin vd., 2011;Lee vd., 2015) turizm pazarlamasında yerel mutfakların rolü (Aslan vd., 2014) şehir markası oluşturma sürecinde aşçılık kültürü (Hoşcan, Genç ve Şengül, 2016) coğrafi işaretli ürünlerin destinasyon markası kapsamında değerlendirilmesi (Yenipınar vd., 2014;Acar, 2018;Suna ve Uçuk, 2018), gastronomik marka (Gordin ve Trabskaya, 2013;Pearson ve Pearson, 2017) şeklindedir. Ayrıca Okumus vd., (2007) turizm destinasyonları pazarlamasında yerel ve uluslararası mutfakların dahil edilmesini konu edindikleri araştırmada, iki farklı ülkenin (Hong Kong ve Türkiye) mutfaklarının pazarlama faaliyetlerinde nasıl kullanıldıklarını belirlemişledir. ...
Mevcut pazarın dinamikleri, turistlerin istek ve arzularının değişimi, destinasyonların sürdürülebilir bir rekabet
üstünlüğü sağlayabilmeleri gibi nedenler destinasyonların taklit edilemez marka unsurlarının belirlenmesi
zorunluluğunu doğurmuştur. Belirli yiyecek ve içeceklerle belirli bölgelerin eşleştirilmesi bölgeye özgü bir gastronomik
kimlik ve imajın yaratılmasına olanak sağlamaktadır. Gastronomik kimlik ve imaj, her bir destinasyonda farklılık
göstermekte ve bu farklılıklar o destinasyonun taklit edilmesi zor, özgün ve simgesel bir unsuru olarak yer edinmektedir.
Bu araştırmanın temel amacı destinasyon marka oluşumunda gastronomik kimlik ve imaj unsurlarının belirlenmesidir.
Araştırmada, duygusal gastronomik imaj, bilişsel/algısal gastronomik imaj, genel gastronomik imaj arasındaki ilişki ve
genel gastronomik imajın genel destinasyon imajını etkileme düzeyi belirlenmesi amacıyla gastronomik imaj modeli
oluşturulmuştur. Bu kapsamda araştırmada nicel veri toplama yöntemleri kullanılmıştır. Veri toplama araçları olarak
gastronomik imaj ölçeği anketi ve yapılandırılmış soru formları kullanılmıştır. Bu araştırmanın evrenini Konya ilini 3
Aralık 2017- 15 Ağustos 2018 tarihleri arasında ziyaret eden turistler oluşturmaktadır. Örneklem grubunun seçiminde
kolayda örneklem yöntemi kullanılmış ve 404 turiste ulaşılmıştır. Toplanan veriler yapısal eşitlik modeli testleri, Anova
ve t testleri kullanılarak analiz edilmiştir. Yapılan analizler sonucunda; genel gastronomik imajın destinasyon imajını
yüksek düzeyde etkilediği, duygusal imajın bilişsel/algısal imajı ve genel gastronomik imajı yüksek düzeyde etkilediği,
bilişsel/algısal gastronomik imajın da genel gastronomik imajı orta düzeyde etkilediği belirlenmiştir. Ayrıca araştırmada,
Konya’nın gastronomik marka algısına verilen cevaplarda en yüksek yüzdelerin etliekmek ve bamya çorbasında olduğu
tespit edilmiştir.
... Food-based products may be established as part of regional cuisine and may be linked to the identity of the tourism area (Hashimoto & Telfer, 2013). Moreover, Gordin & Trabskaya (2013) argued that the basis for a gastronomic brand can be traced to the cultural and historic traditions of the region. Food souvenirs related to local culture, in this case local food used as souvenir. ...
... Country variance are taken into cognizance while assessing the wide range of parameters, including lifestyle association to locale heritage to construct a gastronomic circuit along the East -West Economic corridor with rural -urban typicality (Gordin & Trabskaya, 2013). Taking the instance of Thai Kitchen of the World international appeal, roots back to the heritage rich royal palace kitchen that perfected the art of healthy and tasty Thai food. ...
Low-input, niche rice value chain in contexts of Cambodia, Myanmar, Thailand and Vietnam has potential for sustainability intent to transform the Greater Mekong agri-retail consumer behavior. Creative communications for Sustainability or true-green advertising framework test-beds input-side optimization through rationalization of scaled-down water and off-grid-energy. This paper builds on retail mindset that drives sustainability intent, proactively. The research probes the research gap on lack of co-evolution of rural-urban aligned, rurbanization, through hierarchical levels of three sets of metrices of entrepreneurial potential. Literature prompts that the latent spirit of ownership evolves from trust. The potential of shared value entrepreneurship is a possibility for heritage rice-cuisine-driven family-led bottom-up businesses. To galvanize this spirit of ownership for folklore rice-based culinary delights spanning Cambodia, Laos, Myanmar, Vietnam and Thailand (CLMVT) is an interesting proposition. The vibrant Eastern Economic Corridor (EEC) is the test-bed here and this paper unfurls the theory leading to practice on issues of sustainability amid disaster vulnerability, floods, droughts and climate disruption. Key take-aways are (i) low input niche rice value chain serves as a sustainability enabler of tourism pivoted through heritage culinary traditions (ii) entrepreneurial ventures at community-scale can integrate the folklore heritage rice-cuisine-driven tourism with economic infrastructure of EEC through the spirit of ownership. Hierarchical Bayes-based sustainable entrepreneurship metric assesses the viability.
... As highlighted by Forlani et al. in this book, studies that use the perspective of the experience economy to analyze the dynamics of the market are in significant growth. This trend is relevant in various sectors, including tourism (Andersson 2007;Oh et al. 2007;Hosany and Witham 2009;Morgan et al. 2009) also in the versions of wine tourism (Quadri-Felitti and Fiore 2012Wei 2013;Carlsen and Boksberger 2015), food and gastronomy tourism (Mason and Paggiaro 2012;Gordin and Trabskaya 2013;Sidali et al. 2015;Eriksen 2015;Björk et al., 2016;Iaia et al., 2016), and rural tourism (Loureiro 2014;Quadri-Felitti and Fiore 2012;Manniche and Larsen 2012). ...
The research hypothesis of this paper is that the "traditional local products" business is a valid strategic option for the development of agricultural enterprises, enterprises of agro-industry and entire territorial areas. The promotion of local products, however, requires an innovative marketing approach, combining the conceptual tools of marketing services, according to the approach of the Service Dominant Logic (Vargo and Lush, 2004 and 2008; Gronroos, 2011; Gronroos and Gummerus, 2014) with the experiential perspective (Schmitt, 1999; Pine and Gilmore, 1999). The study proposes an "experience logic" marketing approach, which focuses marketing processes on customer experience. The methodology followed is qualitative, based on the case study (Yin, 2003). This method is considered coherent with the exploration and interpretative purposes of the study which also intends to submit to a preliminary verification the new conceptualization of marketing as applied to products and experiential consumption. We have chosen to analyze the case of Marini Azzolini Truffles Acqualagna (PU) because the company has an extensive product portfolio which includes goods, services and experience connected to truffles. The study shows that the company has adopted a marketing approach, disregarding the value created by and with the customer in places where truffle consumption is experienceed (restaurants and in the surrounding local area). In this way the firm does not take advantageof opportunities for further exploiting the market because it has assumed of a marketing approach based on "experience logic". Despite the limitations of the research due to its making use of only a single case study, the paper proposes a new conceptual model (experience logic) for observing and interpreting the food and wine business as well as the businesses involved in the new post-modern consumption processes, in which there is a demand for a strong experiential content, authenticity, and low standardization of the products and services offered.
... Rather, the strategy to incorporate culinary products and experiences into the brand identity of each of the jurisdictions may reflect a longer term strategic direction that emphasizes local products and by-local movements, farm-to-table agricultural practices (and by extension, ocean-to-table fishing practices), artisan food production, the expansion of the tourism 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 12 GRAHAM ET AL. controversy because the decision(s) to embed some types of food into the brand identity and the omission of other types of food can be interpreted as elitist or exclusionary, particularly with respect to social classes (de Jong & Varley, 2017). Although food as part of culture is evolving to not only include artisan and refined culinary experiences, but also street food and traditional culinary offerings, the process of deciding how to shape the brand identity in relation to the inclusion of specific foods or food experiences is not democratic (Gordin & Trabskaya, 2013). For the Maritime provinces included in this study, the use of lobsters as a key focal point in the food-related images used as part of the branding of the destinations is not an accident. ...
Culinary tourism has become an important means of attracting quality visitors for many destinations. As tourism destination marketers develop the brands and associated promotional material through which to communicate with potential visitors, the need to identify ways to differentiation their place brand vis-à-vis the place brand of other tourism destinations becomes paramount. One way to engage potential visitors via tourism promotional material is through the use of images. By examining the food-related imagery used by specific Canadian tourism destinations, the increased focus on culinary tourism and the evolution of the use of imagery can be seen more clearly. This study offers a contribution to tourism research by examining the evolution of culinary tourism promotion in three geographically-linked regions through the use of food-related imagery in their tourism visitor's guides. The findings of this study can also offer valuable information to tourism industry stakeholders who have identified culinary tourism as a priority and want to further develop their positioning, differentiation, and marketing strategies using food-related imagery.
... Cada dugt sigue un proceso de escenificación para experiencias turísticas y cuenta como intento de revitalización de la ciudad (Crespi & Domínguez, 2013) o como paso hacia la mercantilización del espacio urbano (Hall & Gossling, 2016). La transformación puede asociarse al desarrollo de marcas gastronómicas regionales (Gordin & Trabskaya, 2013) o al rescate de patrimonios culinarios (Kowalczyk, 2014). A veces la escenificación turística conduce a la festivalización del espacio urbano (Richards, 2002). ...
The transformation of residential central areas into urban tourist and gastronomic destinations, is part of a larger process which poses important challenges for urban management and social conflict resolution. To be competitive, cities stage urban space as a place where tourists may co-produce travel experiences. Urban tourist destinations are represented as safe spaces, open to investment and to product and service innovation. This essay analyzes the emergence of Gastronomy-Tourism Urban Districts (dugts) as a common process in large scale cities. It looks at the transformation of two residential areas in the city of Guadalajara, Jalisco, as spaces for conflicts of interests among high income groups, which are similar to those associated with gentrification. The paper identifies challenges for public policy and for negotiation processes aimed at solving controversies associated to the search for a better position for cities in the global economic map.
... As highlighted by Forlani et al. in this book, studies that use the perspective of the experience economy to analyze the dynamics of the market are in significant growth. This trend is relevant in various sectors, including tourism (Andersson 2007;Oh et al. 2007;Hosany and Witham 2009;Morgan et al. 2009) also in the versions of wine tourism (Quadri-Felitti and Fiore 2012Wei 2013;Carlsen and Boksberger 2015), food and gastronomy tourism (Mason and Paggiaro 2012;Gordin and Trabskaya 2013;Sidali et al. 2015;Eriksen 2015;Björk et al., 2016;Iaia et al., 2016), and rural tourism (Loureiro 2014;Quadri-Felitti and Fiore 2012;Manniche and Larsen 2012). ...
Obiettivo del presente studio è mettere in luce la natura, la funzione e le
potenzialità dei prodotti tipici analizzati dal punto di vista del modello dell’economia
delle esperienze (Pine & Gilmore, 2000). In particolare, due sono le
domande di ricerca che ci si pone: 1) come cambia l’approccio di marketing
passando da una logica basata sui beni (good logic) ad una basata sulle esperienze
(experience logic)?; 2) quali sono le implicazioni di marketing dei prodotti
tipici indotte dalla prospettiva esperienziale?
Per rispondere al primo interrogativo di ricerca, avvalendosi della ricognizione
della letteratura main stream di marketing dei servizi e di marketing
esperienziale, lo studio propone un’innovativa chiave di lettura della filosofia
di marketing, che verrà presentata nei paragrafi 2 e 3.
Alla seconda domanda di ricerca, si cercherà di formulare una risposta attraverso
l’analisi di un caso aziendale (Yin, 2003) rappresentativo delle produzioni
tipiche del comparto enogastronomico del tartufo.
Günümüzde turist eğilimlerinde değişimlerin olduğu gözlenmektedir. Bu bağlamda değişen turizm ve turistlerin yapıları nedeniyle turistler klasik turizm türlerinden ziyade eşsiz ve otantik deneyimler yaşamayı, yeni lezzetleri ve kültürleri deneyimlemeyi amaçlamaktadırlar. Yeni deneyimler arayan ziyaretçiler için önemli bir kaynak olarak görülen gastronomik kimlik kavramı, bir toplumun sadece yemeklerini değil aynı zamanda geçmişten günümüze yaşadığı kültürü de en iyi şekilde yansıtmaktadır. Turistlerin yaşadığı eşsiz deneyimlerin gerek yerel kalkınmaya gerekse destinasyon rekabetine olumlu etkilerinin olacağı düşünülmektedir. Destinasyonun sahip olduğu özgün değerlerin yanında bu araştırmada itibarın aracı rolü ölçülerek incelenmiştir. Bu araştırma Rize’de yaşayan yerel halkın gastronomik kimlik, destinasyon rekabeti ve destinasyon itibarına yönelik bakış açılarını belirlemek amacıyla hazırlanmıştır. Araştırmada nicel araştırma yaklaşımı benimsenmiştir. Araştırmanın örneklemini Rize’de yaşamakta olan yerel halk oluşturmaktadır. Veriler anket tekniği kullanılarak elektronik olarak toplanmıştır. Yapılan analizler neticesinde Rize’nin gastronomik kimliği destinasyon rekabetinde etkili olduğu, destinasyon itibarının ise aracı rol olarak etkili olduğu belirlenmiştir. Yapılan araştırmanın literatüre katkı sağlayacağı ve Rize gastronomik kimliği için yapılacak araştırma ve planlamalara katkı sağlayacağı düşünülmektedir.
Destinasyon markalaşması, ülkelerin veya bölgelerin kendilerini farklılaştırabilmesi açısından giderek önem kazanmaktadır. Son yıllarda ise değeri oldukça fazlalaşan ve insanların ilgi odağı haline gelen gastronomi turizmi, destinasyonların pazarlanmasında önemli bir rol üstlenmektedir. Bu bağlamda, destinasyonların sahip oldukları gastronomik değerlerin pazarlanması, destinasyon markalaşması açısından oldukça önemlidir. Buradan hareketle bu araştırmanın amacı, gastronomi turizminin Trabzon destinasyonunun markalaşmasına yönelik etkisini belirleyebilmektir. Araştırmada nicel yöntem benimsenmiş olup, verilerin toplanmasında anket tekniği tercih edilmiştir. Hazırlanan anket, Trabzon ilini ziyaret eden yerli turistlere 2020 yılının Aralık ayında web tabanlı olarak internet ortamı üzerinden uygulanmıştır. Yapılan analizler neticesinde, araştırma hipotezlerinin büyük bir bölümünü destekleyen anlamlı sonuçlar elde edilmiştir. Ayrıca araştırma bulguları doğrultusunda, Trabzon mutfağının bir marka değerine sahip olduğu ve yöre gastronomisinin şehrin markalaşmasına yönelik katkısının olduğu sonucuna ulaşılmıştır. Bunlara karşın araştırmada, Trabzon’un gastronomisinden çok doğal güzellikleri ile ön planda olduğu ve Trabzon’a gastronomi amaçlı gerçekleştirilen ziyaretlerin oldukça düşük olduğu da gözlemlenmiştir.
Bu çalışma Sertan ÇATAKLI’nın Sakarya Uygulamalı Bilimler Üniversitesi Lisansüstü Eğitim Enstitüsü Turizm İşletmeciliği Anabilim Dalında Dr. Öğr. Üyesi Recep YILDIRGAN danışmanlığında tamamlanan “Gastronomi Turizminin Destinasyon Markalaşmasına Etkisi: Trabzon İlinde Bir Araştırma” başlıklı yüksek lisans tezinden üretilmiştir.
Countries mostly use tourism promotional films so that the interesting elements of destinations can be discovered by tourists. On behalf of the delivery of promotional films more quickly to tourists it has begun to benefit from social media platforms. In addition to the cultural and natural beauties of the destinations, showing gastronomic items in
tourism promotional films can be effective on the holiday decisions of tourists. In line with this study, it is aimed to in order to analyze the gastronomic elements included in the "Love 101" series on the Netflix platform. The 10 visuals in the series were alayzed using semiotic models. The selected visuals have been analyzed within the scope of the traditions of Turkish cuisine culture by using the semiotic model of Saussure and Barthes. As a result of the study, it was determined that the gastronomic elements included in the series coincided with the elements in the promotional films prepared by the Ministry of Culture and Tourism, and the emotions made to tourists within the scope of the promotion were similar in terms of functioning in the series. Based on the information obtained as a result of this research, various suggestions for academic studies, public and private sector have been developed.
Zengin bir kültüre ve tarihi geçmişe sahip olan Gaziantep, sahip olduğu mutfak kültürü ve yemekleriyle Türkiye’nin en önemli gastronomi şehirlerinden birisidir ve çok sayıda turist tarafından ziyaret edilmektedir. Bu nedenle Gaziantep’i ziyaret eden yerli turistlerin unutulmaz yemek deneyimlerinin belirlenmesi ve bu deneyimlerinin davranışsal niyetlerine etkisinin tespit edilmesi önemli görülmektedir. Bu amaç doğrultusunda 4 hipotez geliştirilmiştir. Hipotezleri test etmek için nicel araştırma yöntemi kullanılmış ve veriler anket tekniğiyle elde edilmiştir. Anketler, tesadüfi örnekleme yöntemlerinden birisi olan basit kümeleme örneklem tekniğiyle Mayıs-Haziran 2020 aralığında, bölgeyi ziyaret etmiş turistlere e-anket uygulanarak toplanmıştır. Yapılan analiz sonuçları incelendiğinde unutulmaz yemek deneyiminin boyutları ile davranışsal niyet arasında pozitif yönlü ilişki olduğu tespit edilmiştir. Ayrıca unutulmaz yemek deneyiminin boyutlarından olan seçkin ve leziz yemekler ve yüksek değer algısı ile davranışsal niyet arasında pozitif yönlü ve anlamlı bir ilişkinin olduğu tespit edilmiştir.
Zengin bir kültüre ve tarihi geçmişe sahip olan Gaziantep, sahip olduğu mutfak kültürü ve
yemekleriyle Türkiye’nin en önemli gastronomi şehirlerinden birisidir ve çok sayıda turist
tarafından ziyaret edilmektedir. Bu nedenle Gaziantep’i ziyaret eden yerli turistlerin unutulmaz
yemek deneyimlerinin belirlenmesi ve bu deneyimlerinin davranışsal niyetlerine etkisinin tespit
edilmesi önemli görülmektedir. Bu amaç doğrultusunda 4 hipotez geliştirilmiştir. Hipotezleri test
etmek için nicel araştırma yöntemi kullanılmış ve veriler anket tekniğiyle elde edilmiştir.
Anketler, tesadüfi örnekleme yöntemlerinden birisi olan basit kümeleme örneklem tekniğiyle
Mayıs-Haziran 2020 aralığında, bölgeyi ziyaret etmiş turistlere e-anket uygulanarak toplanmıştır.
Yapılan analiz sonuçları incelendiğinde unutulmaz yemek deneyiminin boyutları ile davranışsal
niyet arasında pozitif yönlü ilişki olduğu tespit edilmiştir. Ayrıca unutulmaz yemek deneyiminin
boyutlarından olan seçkin ve leziz yemekler ve yüksek değer algısı ile davranışsal niyet arasında
pozitif yönlü ve anlamlı bir ilişkinin olduğu tespit edilmiştir.
The decision-making process of bilingual individuals differ based on the language used, this phenomenon is called “Foreign Language Effect”, and in this paper, the authors will demonstrate just how pervasive and ubiquitous this effect is. To extend the current understanding of this phenomenon, three different games were designed in order to measure risk propensity, preference towards foreign products and empathy. Eight different first languages were tested against two main second languages, English and Chinese, resulting in the collection of 650 data samples. The research was conducted through questionnaires and the results obtained showed that different first languages reacted in different ways to foreign language effects, people are less inclined towards risky behaviour when using a second language, and they generally prefer to buy products when those are presented in their native language. Age and proficiency level do not significantly affect the effect discovered, and there is a reduction in the empathy level when individuals need to take delicate decisions within second language contexts. Some cultural causes have been identified and provide explanations for some of the anomalous behaviour observed in certain first languages, opening future research questions on the role that culture plays in bilingual decision making.
Food experience is crucial for international tourists to understand local cultures. Studies have revealed that qualia are critical for product design. Qualia are closely related to consumer satisfaction with food experience. However, most studies have only mentioned factors that influence qualia, and no quantitative studies on food qualia have been conducted. Taiwan is an Asian hub with a history incorporating diverse cultures, thus creating a unique and diverse food culture. Taiwanese food has become a key medium for foreigners to experience Taiwanese culture. Therefore, integrating food into qualia is an essential topic for international food marketing. In this study, we selected eight typical Taiwanese foods and 12 qualia to conduct a quantitative questionnaire survey. Overall, 225 valid responses were collected. By conducting variance, correlation, cluster, and multidimensional analyses, consumers’ perception and classification of the qualia of Taiwanese foods were explored. The results were as follows. (1) People with food experience can be oriented toward affordability, locality, gourmet, and popularity. (2) Food preferences were significantly correlated with diverse flavors, rich taste, professional cooking, healthy nutrition, convenience, locality, and delicateness. (3) Food representativeness was significantly correlated with rich taste and locality.
Günümüzde pazarlama ve markalaşma konularına verilen önem giderek artmakta olup, bu doğrultuda sadece mallarla hizmetlerindeğil, aynı zamanda destinasyonların da markalaşması ve pazarlanması hususunda önemli çalışmalarda bulunulmaktadır. Zira biryörenin sahip olduğu çekicilikler ile mutfak kültürü ve kendisine özgü yiyecekleriyle içecekleri, o destinasyonun daha çok turistçekmesi ve markalaşması hususunda önemli unsurlar olarak değerlendirilmektedir. Nitekim her bir destinasyonun kendisine özgüdestinasyon kimliğinin yanı sıra gastronomik kimliği de bulunmaktadır. Bu gastronomik kimliğin etkili bir şekilde insanlaratanıtılabilmesi sayesinde ise destinasyonun markalaşması noktasında pozitif katkılar sağlanabilmektedir. Bu çalışma çerçevesinde,destinasyon markalaşmasında gastronomik kimliğin rolü ve önemi incelenmiştir. Bu doğrultuda nitel araştırma yöntemlerindenliteratür taraması tekniği kullanılmıştır. Çalışmada öncelikle destinasyon ve destinasyon markalaşmasından bahsedilmiş, ardındangastronomi ile gastronomik kimlik kavramlarına değinilmiştir. Sonrasında destinasyon markalaşması ile gastronomik kimlikilişkisine yönelik olarak literatürdeki araştırmalardan söz edilmiş ve destinasyon markalaşmasında gastronomik kimliğin rolü veönemine ilişkin değerlendirmelerde bulunulmuştur. Ayrıca çalışma konusuna ilişkin olarak ileride yapılabilecek çalışmalarla ilintiliçeşitli öneriler de sunulmuştur.Anahtar Kelimeler: Destinasyon, Destinasyon Markalaşması, Gastronomi, Gastronomik Kimlik
(PDF) DESTİNASYON MARKALAŞMASINDA GASTRONOMİK KİMLİĞİN ROLÜ. Available from: https://www.researchgate.net/publication/341100589_DESTINASYON_MARKALASMASINDA_GASTRONOMIK_KIMLIGIN_ROLU [accessed Mar 05 2022].
The hypothesis underlying the chapter is that the business of traditional-local products requires a specific and suitable approach, which needs to combine the conceptual tools of service marketing with the experiential perspective. In line with an experience logic perspective, the authors suggest that the producers of traditional-local products (raw materials and goods) abandon the conservative strategy that rests upon the defense of traditional means of production, and embrace instead an experience logic marketing approach. As widely illustrated in the literature, this way manufacturers could offer an integrated portfolio, inclusive of both traditional agro-industrial items and new experiential products, such as themed events, carrying higher added value. The chapter adopts a qualitative approach and case study analysis as the research methods. Despite the limitations of the research related to the use of a single case study, the paper proposes some theoretical and managerial insights adopting the experience logic as a conceptual model to observe and interpret the food and wine business, thus innovating its value proposition. Through an experience logic approach, companies that produce traditional-local products, especially small and medium-sized, can intercept the new postmodern consumption processes that require experiential content, authenticity, and low standardization of the offer.
Recognizing gastronomy as an intangible heritage is directly related to geographical, historical and cultural aspects of a population. The patrimonialising process and the appropriation of these items may significantly contribute to an effective local economical development. Considering material and immaterial heritage as a reflection of the identity of a community, local gastronomy can be analyzed as an immaterial heritage that involves unique know-how, places and doings that represents local, historical and cultural aspects of a certain population. In relation to the relevance of the recognition of gastronomy as an immaterial heritage, a tendency of the rescue of traditional cook and the revalorization of cultural roots can be observed. This is due to the observance that the prepare ways and unique know-how of typical kitchen have been losing their space and historical-cultural characteristics because of globalized market and changes in consumer behavior about food. All this discussion can be considered as a " movement " towards the strengthening of cultural values about 'typical' gastronomy of a country or a region. It is believed that this movement, in one way, rescues the cultural importance of food and, in another way, considers that this is an important sector for economical and social development, once it embraces many contexts/areas. Seen in these terms, public policies aimed to cultural tourism intend to strengthen cultural values of a society, once cultural heritage is the expression of the identity of the people, of their territory, their history, tradition and civilization. In this sense, this paper proposes to analyze and discuss public policies and actions by stakeholders of gastronomy targeted to the local cuisine. Such paper highlights that policies of this nature consider that sustainable tourism may represent a considerable instrument of social force and economical development through employment and income generation, allied to cultural preservation and the increase of touristic and economical activities in general. So, for this paper, the case of Minas Gerais's 2 state gastronomy, Brazil, is used as an example, due to the Gastronomy's Development Policy created by this State and other mechanisms proposed by public institutions, private institutions and civil society. This paper concludes that the strengthening of Minas Gerais's gastronomy as a public policy enhance the region expertise and provides the State, in terms of participation and promotion of public actions, and all the sectors involved the conditions to institutionalize gastronomy – not only familiar agricultures, but also chefs and, specially, consumers – as a touristic destiny in a particular and competitive market.
In recent years there has been a significant growth of interest in regional gastronomic brands. In this chapter the authors analyze the structure, content, and individual characteristics of the gastronomic industry as a key component of regional tourism. The apparent interest in the gastronomic component stems from tourists’ desire to obtain a deeper understanding of the specificities of the area they are visiting and their wish to diversify and intensify the impressions garnered on their trips.
Purpose
– This paper aims to display the role of hotel restaurants in gastronomic place branding. The authors view hotel restaurants as having a great potential in the promotion of local gastronomy.
Design/methodology/approach
– The research was done in several stages. First, the authors selected six destinations (Lapland, Catalonia, Saint Petersburg, Marseille, Parma and Munich) according to the classification of gastronomic brands based on the settlement type. Second, the authors studied conceptions of hotel restaurants located in these destinations to see how they reflect local gastronomic brands. For this purpose, restaurant menus, verbal descriptions of interiors and names of establishments were analyzed using elements of content analysis. Finally, the authors conducted several interviews with hotel managers in one of the destinations to distinguish the challenges of gastronomic branding within hotel restaurants.
Findings
– The results allowed defining the role of hotel restaurants in gastronomic branding depending on the following factors: hotel’s affiliation with a chain, hotel’s star rating and destination type.
Practical implications
– The authors argue that gastronomic branding raises attractiveness of hotels, its restaurants and destination on the whole. This research was presented to the Tourism Committee of St Petersburg, resulting in increased attention to gastronomic branding among the city authorities.
Originality/value
– The role of hotel restaurants in gastronomic branding has not been studied previously. However, hotel restaurants differ from other actors of gastronomic branding due to the necessity to comply with hotel’s conception, brand and standards.
Human behavior is striking for it is the same and yet different. Many common behaviors are displayed by humans around the world whatever their race or ethnic heritage. And yet there are also unique parochial behaviors among various peoples. That is behaviors that are bound to a particular culture or ethnic group in their locale or milieu. Of course the interaction of different cultures may lead to common cultural phenomena and behaviour across various human groups - hence for example, TV, blue jeans and hello are just about ubiquitous.Human behavior is largely rooted in one or both of the following: Biological heritage Cultural heritage Universal behavior, that is shared by humans around the world therefore, is based in human biological inheritance passed on through the generations of all mankind. Alternatively, behavior that is different among the various groups of mankind, is developed in our learned behavior from our social and physical surroundings.It should be no surprise therefore, to see that the interaction of diverse parochial behaviors across cultural borders often lead to unintended misunderstanding - even conflict. This misunderstanding may appear as the received meaning of the various exotic behaviors' messages are found offensive, even if they were not meant to be so.In this paper, first of all human behavior that is universal will be looked at. Then a comparative-culture view of learned parochial behavior will be taken of various unique and culturally bound behaviors. However, the overall thrust of the paper is practical. From the insights gained of human behavior, some empathy-based practical communication techniques for effective intercultural communication are listed. With their application, intercultural offence may be minimised, and co-operation and understanding maximised.
Past research on restaurant failures has focused mostly on quantitative factors and bankruptcy rates. This study explored restaurant ownership turnover rates using qualitative data, longitudinal data (1996-1999), and data from Dun and Bradstreet reports. In contrast to frequently repeated statistics, a relatively modest 26.16 percent of independent restaurants failed during the first year of operation. Results from this study indicated marginal differences in restaurant failures between franchise chains (57.2 percent) and independent operators (61.4 percent). Restaurant density and ownership turnover were strongly correlated (.9919). A qualitative analysis indicated that effective management of family life cycle and quality-of-life issues is more important than previously believed in the growth and development of a restaurant.
There is currently much interest in the potential for small producers in the speciality food and drinks industry to develop niche markets based on the regionally distinctive character of their products. One possible tool for developing such markets lies in the use of marketing and promotional strategies which attempt to create associations between 'regional images' and 'quality'. This article presents some initial findings from research into the use of regional images to promote speciality food and drink products within the English 'West Country'. These findings suggest that, although producers are aware of regional images, their use within marketing strategies is limited. Furthermore, as both 'regional images' and 'quality' are subjective, contested and socially constructed, attempts to use one to promote the other are fraught with complexity.
Restaurant customers demand both personalized innovative, yet, affordable service delivery. Accordingly, restaurant groups that seek expansion must consider how to respond effectively to the standardization-authenticity paradox. This paper addresses two questions: what is the relationship between standardization and authenticity? How can restaurant managers use these concepts for the strategic positioning of their restaurant group? Typically, researchers present the two dimensions as a binary. In contrast, this paper first presents a theoretical model and analyzes the variations in the standardization-authenticity relationship. Subsequently, it classifies restaurant group expansion strategies into four categories: standardization of authenticity, authentic alliance, standardized chains and heterogeneity, and examines their respective level of competence required to increase performance. It concludes by presenting suggestions to position restaurants in terms of the extent of standardization and the extent of flexibility. Crown Copyright
There was a time in the United States when horse thieves were hanged. The right to claim an individual animal as one’s property is undisputed. The right to claim ownership of a species is still worthy of debate. This paper examines the rationale that has been employed historically by the United States Patent and Trademark Office in the examination of patent applications for living things from genes to human clones, and highlights internal inconsistencies in patent decisions that have not been previously addressed. Introducing a direct analogy between the patentability of genetic information and previously unconnected patent issues in the computer software industry, the true nature of genes is described in unique terms that arguably position them more suitably under copyright law than patent law, and ultimately excludes them from protection under either branch of intellectual property law.
Given the diverse structure within the tourism industry, the establishment and maintenance of strategic alliances has become an important approach to remaining competitive and innovative. The relationship between tourism and agriculture is complex and the purpose of this paper is to investigate “Tastes of Niagara: A Quality Food Alliance,” an evolving strategic alliance among the Region's food producers, processors, distributors, hotels, wineries, restaurants and chefs. The objective of the alliance is to promote the use of local products in the tourism industry. Key informant interviews were conducted with members of the alliance documenting the importance and difficulties in establishing and maintaining successful strategic alliances.
This study investigates how visitors evaluated a historical district that includes both authentic and manipulated elements. Using 13 bipolar scales, 323 visitors to the Kurashiki Bikan Historical Quarter were canvassed regarding their evaluations of the Quarter. The survey results suggest that perceptions of authenticity are a crucial factor affecting the overall evaluations of historical districts. Differences were observed, however, in the evaluative dimensions by which authenticity was assessed between visitors whose overall evaluations were favourable and those whose overall evaluations were unfavourable. It was also found that a sense of the maintenance of historical districts negatively affected the overall evaluations of visitors whose overall evaluations are unfavourable and that the duration of visitors' trips might be a significant determinant of overall favourability.
Gastronomy is becoming an important attribute in the development of niche travel and niche destinations. Although the literature supports the view that there is a connection between tourism and gastronomy, little is known about gastronomy tourists. For example, is there a gastronomy-tourism market segment? Does a destination's gastronomy contribute to the tourists' quality of experiences while visiting the destination? Do tourists return to the destination to resample its gastronomy? This study was undertaken in Hong Kong, which is arguably a city destination that offers unique and diverse gastronomy. The results of the study provide evidence suggesting that motivation to travel for gastronomy reasons is a valid construct. Also, the results of the data analysis reveal that gastronomy plays a major role in the way tourists experience the destination, and indicate that some travelers would return to the same destination to savor its unique gastronomy. Implications for practitioners are also discussed.
This article presents a distribution channels approach to preparing a national market report and illustrates its application and implications with reference to New Zealand holiday travel to Samoa. The approach involves a systematic examination of the structure of the distribution channels that link markets and destinations, as well as an analysis of the attitudes and needs of different channel members (tourists, suppliers, and intermediaries) and the interrelationships between them. The results from the Samoa study highlight differences between tourists, carriers, wholesalers, and travel agents; testify to the inherent interdependency in distribution channels; and call for a more integrated approach to marketing holiday travel to this South Pacific destination.
Purpose – The purpose of this paper is to review the contribution of food to tourism with particular reference to the importance of food tourism and the factors which are critical to its success, highlighting topics for future research. Design/methodology/approach – Findings are based on analysis of academic and practitioner materials in the public domain collected from a range of print and electronic sources. Findings – Food is the subject of various types of tourism product and is a common theme in marketing, by businesses and destination authorities. Tourism in which food plays a primary or supporting role is already popular and has good prospects, but there are also challenges for the food and tourism industries to overcome, which vary with location. Practical implications – Opportunities are suggested as well as some of the problems to be resolved by suppliers and marketers if the potential of food tourism is to be fully exploited. Originality/value – The paper is a reassessment of the significance of food tourism as a product and market and a reminder of possible pitfalls regarding its successful sales and marketing.
This paper analyses the transformation and redefinition of local identity in rural France from the perspective of heritage – more precisely food and gastronomy – and local rural tourism. As an identity marker of a geographic area and/or as a means of promoting farm products, gastronomy meets the specific needs of consumers, local producers and other actors in rural tourism. The paper considers the meaning of food from a theoretical perspective. The current interest in traditional food and cuisine is part of a general desire for authentic experiences. At the regional level, the dynamics of building up heritage consist in actualizing, adapting, and re-interpreting elements from the past, thus combining conservation and innovation. Local development can be seen as a process of territorial and heritage construction. Culinary heritage is a social construction and an important resource for local action. The paper examines the case of the Haut Plateau de l’Aubrac (Central France), where the local development process is closely linked to the valorization and the re-creation of gastronomic knowledge and skill.
The Uruguay round of GATT, free trade agreements, and trade disputes have exposed various non-tariff trade restrictions which are likely to become more important influences on commodity flows and the differentiation of rural space. Globalization of legislation affecting agricultural products and intellectual property is also occurring outside GATT. Two main processes are apparent. First, under free trade agreements nations are questioning the commercial legislation governing production of their partners. Secondly, for specific commodities, groups of producers and countries are bringing litigation against other trading partners over the use of place-names by successfully claiming that they are intellectual property. The paper uses the international impacts of the EC rules for the naming and labelling of wines to explore the wider processes. Aggressive litigation by French companies and groups of producers is gradually eliminating the use of French and EC names by other countries. Contemporaneously, other nations are adopting appellation systems that imitate the EC in order to be assured of access to the EC markets after 1992. Both processes are pan of the globalization of production under capitalism but their effects may be contradictory. Increased similarity in the commercial legislation of countries will enhance the advantage of the most competitive regions and nations leading to greater regional specialization in rural production. A globalization of principles for the naming of wine is occurring, but its trading effects are more subtle. Failure to adhere to the rules may be used as a non-tariff barrier to exclude products of other countries and enhance local trade.
Creative industries and innovation policy. The Special Issue of Innovation: Management Policy and Practice
- J Potts
A taste of whales – blas ar gymru: Institutional malaise i promoting. Welsh food tourism products
- A Jones
Can italian haute cuisine become a real industry? Some lessons from the near-by cultural industries
- B Slavich
- R Cappetta
- S Salvemini
Interculturality – A factor of tourism development
- C Babaita
Authenticity: What Consumers Really Want
- J Gilmore
Creative economy report
- Unctad
Lists of intangible cultural heritage and register of best safeguarding practices
- Unesco
Creative Cities Network
- Unesco
Traditional Mexican cuisine - ancestral
- Unesco