Food Tourism & Food Events

Tommy D. Andersson

University of Gothenburg&

University of Macerata

Sustainable Food Tourism

• Tourism has a problem withsustainability

• However, Food Tourism is moresustainable…– … Economically for the local economy– … Socially for the local food culture– … Environmentally for local produce

La Dieta Mediterranea – An example ofsustainable food tourism

Developing Food Tourism An example from

Il Laboratorio Piceno della Dieta Mediterranea

• Classes for turists about healthy living and cooking

• University courses

• Sagre and other food events

Why are food events interesting?

• There is a quickly growing interest in many countries.

• Events are of critical importance for developing foodtourism

• They can be designed and managed to fit a desireabledevelopment of food tourism

• They have a particular attraction for Foodies

Based on chapter 7 in the book ”FOODIES & FOOD TOURISM” by Getz, D., Robinson, R., Andersson, T. and Vujicic, S. (2014)

Strong recent surge of research

• Consumption side. Visitors’ characteristics, motives and preferences

• Production side. The management of festivals

Why is this project unique and who can benefit from it

and who can use it.

1. ”Consumption side”

Who are the visitors to a food event

Results from a European study

• A study from 2011 of 3,102 ”Foodies”

– 733 from Italy

– 714 from Germany

– 644 from United Kingdom

– 611 from Norway

– 400 from ”Other countries”

Reported in the book ”FOODIES & FOOD TOURISM” (2014) by Getz, D., Robinson, R., Andersson, T. and Vujicic, S.

Popularity of food events

TYPE OF FOOD EVENT I have visitedlast year

Food market with local products 81%

Food festival 43%

Gastronomic events at restaurants 42%

Ethnic / Cultural food festival 41%

Trade fair for food producers 40%

Attending cooking competitions 26%

Lessons on wine to drink with food 25%

Cooking classes 20%

Seminars on gastronomy and cuisine 18%

Two types of food eventsLEARNING EVENTS ENJOYMENT EVENTS

Cooking classes offered by professionals Food festival

Lessons on what wine to drink with different foods

An ethnic or cultural festival, including their food

Attending a food competition A food market where local farmers /fishermen sell their fresh food

Special gastronomic events at restaurantsSeminar or conference on food cuisine or gastronomyA trade fair for food producers

”Enjoyment Events” are more popular than ”Learning Events”

There are 4 times more visitors to ”Enjoyment Events”

“Learning Event” visitors….

• … travel more internationally with food as the main reason • … travel more also for business and for leisure.• … have a higher “food involvement”.• … have higher incomes• … more often have children (<15) living at home• … food is more important for travel satisfaction. • … food is more important for travel decisions.• … use most marketing channels to a larger extent• … use luxury hotel, business hotels and spa to a larger extent• … use travel agencies and package tours to a larger extent.• … use loyalty (air, hotel) programs to a larger extent

Italian food event culture

• Italians are significantly more frequent visitors to Learning events

• Germans, Norwegians and UK residents are significantly less frequent than Italians

• This could also be explained by the availability of food events in Italy.

2. ”Production side”

How to design a food event

Positioning a food event

• Enjoyment• Family fun • Learning

• Cooking• Interpretation

• Creativity• Music• Child activities

• Authenticity• Culture • Heritage

Popularfood event Food event

for FOODIES

Advantages with both types

A Popular event … A FOODIE Event

• Attracts many local visitors

• Creates enjoyment for the local community

• Builds on local enthusiasmand traditions

• Builds a destination image and brand

• Attracts tourists

• Generates income for hotelsand restaurants

• Pride for local community, its food culture and heritage

• Builds a destination image and brand

Alternative food event policies

1. Create a large ”contains all” food festival

– Hallmark events

• Co-branded with the destination

• Enhances the image of the destination

• Becomes an institution taking place regularly

• Valued by the society

• Therefore has support from the municipality

Positioning a large Hallmark food event

• Enjoyment• Family fun

• Learning• Cooking• Interpretation

• Creativity• Music• Child activities

• Authenticity• Culture • Heritage

Popularfood event Food event

for FOODIES

A largedevelopedfood festival that containsmore

Melbourne Food and Wine Festival20 years oldAttracts 350,000 visitors and lasts 20 daysMore than 100 celebrity chefs give master classesGala dinners and ”The world’s longest lunch”

Alternative food event policies

1. Create a large ”contains all” food festival

2. Create a portfolio of food events

– Popular, traditional food events

– Iconic events

– Restaurant events

– Trade fairs

– Other (e.g. sports) events with food components

Learning from chefs

A portfolio of food eventsPopular, traditional food eventsIconic eventsRestaurant eventsCooking competitionsTrade fairsOther (e.g. sports) events with food components

Advantages with the two policies

Creating a Hallmark event Creating a PORTFOLIO of events

• Creates a strong tourismeffect during a short period

• May have a strong image effect for the destination

• May get a strong support from sponsors and politicians

• May create more resourcesfor development

• Creates smaller tourismeffects but over a longerperiod

• Extends the tourism season

• Smaller ”iconic” events maymake the destination wellknown among foodies

• Risks may be reduced withseveral food events

Learning and Interpretation

• Learning experiences– Involvement in harvesting and preparation– Participating in cooking activities– Dining with professionals– Learning stories– Entry behind-the-scene

• Interpretation– Connections to culture and the territoire– Stories and more stories– Symbolic connections to religion and culture– Professional comments related to a meal

Learning from chefs

Conclusions for your assignment

• What resources can you build upon in the region?

• Are there events that can be developed?

• Are there authentic food attractions?

• ”The number of food and wine festivals throughout the world has grown impressively ….” (Cavicchi, Santieri, 2014:8)

• More than 7000 sagre and food festivals annually in Italy

Tipicità a Fermo in Italia• Teatro dei sapori• Forum & Focus• Accademia• Tipicità in the City• 3 giorni

Thank you for your attention

Tommy D Andersson University of Gothenburg

&University of Macerata

Yor comments and/or questions are welcome. tommy.andersson@handels.gu.se

Visitors’ characteristicsResults from research in USA

• Middle-aged, well educated, high incomes,

• Supporters of local food, repeat visitors

• Enjoy also fine dining, visiting spa and country inn

• Like learning experiences and cooking schools

• Use internet to plan and book