Paulo ramos food & tourism a perfect linkage?

FOOD & TOURISM A
PERFECT LINKAGE?
THE SYNERGETIC EFFECTS
BETWEEN TOURISM AND
FOOD:
A MARKETING PERSPECTIVE.
Paulo M G Ramos, PhD
Lecturer in Tourism Marketing & Buyer Behaviour, UFP
and guest lecturer in Food Inovation Marketing UCP-ESB

Presentation Structure
• 1. The Tourism sector relevance
• 2. Food /culinary relevance and interdependency
• 3. Risk perceptions
• 4. Globalization of food & culinary
• 5. Food /culinary & tourism segmentation
• 6. Food and tourism as brands
• Conclusions & Suggestions
ICCAS 2013 - Tourism & Food - Paulo M G Ramos 2

“Gastronomic routes will be successful if
they manage to activate gastronomic
heritage and convert it into food tourism as
an attraction for tourists, while at the same
time differentiating it from the competition
as visitors look for variety, new sensations
and authentic experiences” (Fandos-Herrera
et al. in UNWTO, 2012).

• TOURISM
• It comprises the activities of persons traveling to and
staying in places outside their usual environment for
not more than one consecutive year for leisure,
business and other purposes not related to the
exercise of an activity remunerated from within the
place visited.

• But all travel is not tourism.
• 3 criteria to characterize a trip as tourism. The
displacement must be such that:
1. It involves a displacement outside the usual
environment
2. Type of purpose: the travel must occur for any purpose
different from being remunerated from within the
place visited
3. Duration:Tourism displacement can now be considered
with or without an overnight stay
Therefore most touristic activities
imply some form of food consumption!

Tourismactivitiescomprehend a largearrayin order to satisfy
the tourist needs.
Question:What does an Hotel sell fortourists that include all
theiractivities(rooms, food and beverage,events...):
A stay!
You stay:
eating
resting,
sleeping,
in a conference,
…

Forecasts (UNWTO)

Synergies between Tourism & Food
The systematic linkages between demand and supply: the
influence of marketing
Marketing
Influences
(marketing
mix)
Sport & Adventure Tourism
Events & Conferences
Food & Beverage
Attractions
Accommodations
Entertainment
Travel
Organizers
Destination
Organizations
Tour Operators, travel
agents, others
National tourist offices
Regional tourist offices
Local tourist offices
Product Supply
(at destinations)
Market Demand
(in areas of origin)
Visitors
Tourists
Same- day visitors
International, domestic
Transportation
Air
Road
Sea
Rail
Transport infrastructure and
physical access to destinations
Hudson (2008)

The food sector was for a long time
perceived as just a part of the supply side of
tourism (a facilitator)
But now it has to be seen as a one of the assets and
part of the value chain that are becoming more and
more as one of tourism main strengths

Food and Beverage as a main strenghin the
PortugueseTourism sector
(Jonhson&ScolesSWOTmodel)
Key issues in the environment
Economictrends
Demandtrends
Insectortrends
ClimaticChanges
Marketcompetitiveness
Technologytrends
+ -
Main Strengths
Country diversity
Climate
Hospitality and friendliness
Food and beverage
Cultural heritage
-
0
0
+
+
+
+
+
+
+
+
+
++
++
+
+
-
+
+
+
+
+
+
+
+
0
0
-
-
0
4
3
5
6
6
1
1
1
2
0
Main Weakness
Seasonality
Inadequate laws
Excess of undifferentiated of
Low professional qualifications
Lack of clear strategy
Lack of environmental concern
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
0
-
0
-
- -
-
-
-
-
-
-
0
0
0
- -
-
+
0
0
0
0
0
1
5
5
6
7
7
7
+ 2 5 7 4 5 1
- 7 6 6 6 6 5
Ramos
et al.
(2000)

• Both are experience goods, they cannot be fully perceived
until they are used / consumed.
• The services associate to these activities are variable and
perishable: they are produced and consumed at the same
time and if they’re not consumed within a certain time frame
they cannot be used or sold.
• They rely on human activity as a result of that they can be
highly heterogeneous (the guide, the hotel manager, the
cook, the waiter..).
Similarities between the Tourism – Food /
Culinary activities and management

Similarities between the Tourism – Food /
Culinary activities and management
• They are intangible: their consumption doesn't result in
the possession of a tangible good that you can show
others.
• But:
• Both have a - Prestige seeking symbolic and badge value
(went there, eaten there… that you can show off on the
social networks)
• Therefore Tourism and Food/culinary are
perfect examples of the blend between
tangible products (the ingredients, the hotel)
and intangible services.

Tourisms and the Food /Culinary role
• A change in the perspective:
• From a traditional notion that food is just a ‘supporting
resource’ (Godfrey & Clarke, 2000) and a conventional
view that eating while travelling is an extension of
tourists’ daily routines (Quan & Wang, 2004)
• To a growing interest of research in the area fuelled by an
increasing number of destinations utilising their culinary
resources in promoting and differentiating themselves
from others (Mack et al. 2011).

• Travelling to a particular destination solely for the food
cannot be overlooked, and the regional cuisine could be a
critical factor when developing or promoting tourism.
• For many tourist, the desire to travel and taste unique and
authentic food is becoming one of the biggest paradigms
in the tourism industry, and its emergence in the tourism
industry (Roberts and Hall, 2001).
Tourisms and the Food/Culinary role

• Gastronomy now plays a key role in cultural tourism
because it has become a significant source of identity
formation in postmodern society (Richards, 2002).
• For example, countries that have similar weather, and
offers similar activities; food with a strong national or
regional identity can become one of the vehicles for
achieving this (Maxwell, 2013).
Tourisms and the Food /Culinary role

The Food/Culinary/Gastronomic Tourism
• Food tourism is an experiential trip to a gastronomic region,
for recreational or entertainment purposes, which includes:
• visits to primary and secondary producers of food,
• gastronomic festivals,
• food fairs,
• events, farmers’ markets,
• cooking shows and demonstrations,
• tastings of quality food products
• or any tourism activity related to food.
(Hall and Sharples, 2003, in UNWTO, 2012).

• Gastronomic tourism applies to tourists and visitors who
plan their trips partially or totally in order to taste the
cuisine of the place or to carry out activities related to
gastronomy. (Fandos-Herrera et al. in UNWTO, 2012).
• Thus, the experience of gastronomic tourism is considered
as such, provided that everything mentioned above
constitutes the main reason or motivation to travel for
visitors to a particular destination (Hall and Sharples,
2003, in UNWTO, 2012).
•

• Therefore:
• Culinary tourism is a possible source of competitive
advantage when the local gastronomy reflects the cultural
identity and heritage of that specific place (Lopez-Guzmán,
Sánchez-Cañizares 2012;Henderson, 2009).
• Everetta & Aitchisona (2010) also stressed the role of food
tourism in increasing tourist spending, and its potential also
in extending the tourist season.

The preference analysis for tourist choice of destination
AcasestudyofTaiwanTzu-KuangHsuaetal.(2009)identifiesthefactorsthat
influencethetourists'choiceofdestination.
but food can also have an impact on all the other factors

Tourist Food Consumption
Thefactorsaffectingfoodconsumptioninthecontextoftourismcanbe
classifiedintokeyareas(Macketal.2011)suggestingthatfoodisbotha
majordifferentiationfactorforchoosingadestinationbutalsoasource
ofperceivedrisk.

Perceived Risks
• Tourism product is prone to influence by particular factors, such
as bad weather, unfriendly locals, airport strikes, distasteful local
food, etc.
• The openness to other cultures in terms of food consumption
involves a certain amount of ‘risk’ Molz (2007).
• Pearce (1996) indicates a correlation between experience and
risk: less experienced tourists were more concerned about food
(and other risks), whereas more-experienced tourists were
mainly concerned about risks associated with cultural barriers.

Perceived Risks
• Destination risk perception (in Israel) is composed of six risk types
or factors: “human-induced” risk, “financial” risk, “service
quality” risk, “sociopsychological” risk, “natural disaster and car
accidents” risk, and “food safety and weather” risk (Reichel et al.
2007).
• Site-related physical Risk
1. Food safety
2. Food taste
3. Cheating
4. Facilities acceptability
5. Crime
6. Diseases

Perceived Risks
• Ways to avoid risk:
• Globalization of the food offer (fast food chains +
international culinary)
• More effective segmentation and communication

Globalisation
• Can globalisation of food help reducing the risks
associated with distasteful local food?
We’ll always have
McDonald’s

Globalization
Mak et al. (2011):
• Globalisation has brought about profound transformations
in food production and consumption (Oosterveer, 2006;
Wilhelmina, et al., 2010).
• Food consumption in tourism is also subject to the macro
influences of globalisation (Hall & Mitchell, 2002).
• There is a concern that cultural imperialism (Tomlinson,
1991) and McDonaldisation (Ritzer, 1995) may lead to
homogenisation that can result in a ‘global palate’ as well
as a ‘global cuisine’ (Richards, 2002; Ritzer, 1995; Symons,
1993).

• This map shows the distribution of McDonalds outlets in the
world.

Globalization
The homogenising force of globalisation is commonly seen as
a threat to the close connection between food and place
(Trubek, 2008).
Globalisation can also affect local gastronomic identity and
image (the holistic impression of the gastronomic landscape
of a destination) (Fox, 2007; Harrington, 2005) resulting in
the deprivation of a ‘sense of place’ for both locals and
tourists (Richards, 2002).
Therefore this poses a serious challenge for the use of local
Food / Culinary as a source for differentiation.

Globalisation
• But, conversely, from the world culture theory
perspective, globalisation can be an impetus to
reconstruct or reinvent local gastronomic traditions
and particularities in tourism (Mak et al, 2012).
• Therefore it can help reducing perceived risks in the
choice of a touristic destination.
Nonetheless touristic destinations should always try to balance it’s
culinary offer.

Low risk perceiver vs High risk perceiver
• Destination must start adopting a behavior
segmentation strategy in terms of risk perception for
food

Segmentation
Plog’s (1972) Categorization of Tourists
VS Risk Perception
• Allocentrics / Venturers are thought to prefer exotic
destinations, unstructured vacations rather than packaged
tours, and more involvement with local cultures.
• Low Risk Perceivers ( they are willing to try new types of
food).
• Psychocentrics / Dependables on the other hand, are
thought to prefer familiar destinations, packaged tours,
and ‘touristy’ areas. High Risk Perceivers.
• High risk perceivers (they eat what they know they like).
• Nevertheless a tourist can be a high risk perceiver
regarding safety in general but not regarding food!

A cross-national consumer segmentation
based on food benefits: (Onwezenet al. 2012)
(a) Mean scores of benefits for the context main meal. (b) Mean scores of benefits
for the context snack.

Factors influencing consumption of local food
and beverages in destinations (Kimetal.2009)
Older and well-
educated participants
also suggested that
people in a tourist
destination consider
local food as not only
being a way of
appeasing hunger but
as one of the unique
and original
attractions during a
holiday

Factors influencing tourist food consumption
Mak et al. 2012
Both models consider
Motivational and
Socio- demographic
factors.
This suggest that for an
effective segmentation
and targeting all the
segmentation variables
should be considered
(geo-demographic,
psychographics and
behavior).

The Contribution of local food
Rand,HeathandAlberts(2003)

Destinations as Brands
• Although destination brands may not be manageable
like the consumer brands as they don’t have a clear
brand ”ownership” (Blichfeldt, 2003), their brand
value is still influenced by the same dimensions that
determine the brand equity of the consumer brands.

Aaker’s Model of Brand Equity
• Food / culinary as a key role in the brand value of a
destination
Food
Culinary
Local Food can
create both
positive and
negative
associations

Food/Culinary : Country of Origin Effect
There is a clear association between food and country of
origin in the tourists mind i.e.:
France - Wine, cheese, Coq au Vin…(good food in general!)
Italy - Pizza, Pasta…
Switzerland / Belgium – Chocolate
Spain – Paelha
Germany – Sausages
Portugal – ?
suggestions…

But were’s the food produts or wine in the Tourism Board
logos?!?
Food/Culinary : Country of Origin Effect

Conclusions & Suggestions for enhancing the
Food / Culinary Tourism
• There's a dichotomy between food as a differentiation
factor and as a risk enhancer and between globalization
and local food that needs to be carefully managed
• Destination/food associations and their communication
should be driven by demand (research), not by the
supply side.
• There are critical barriers for managing destinations as
brands. There’s no brand ownership and the brand
identity depends of many stakeholders.

• With the upwards trend in tourism demand from
different countries there are some new opportunities
for food tourism:
• Reinforce gastronomic /restaurant routes according to the
different segments of the destination
• Interaction between wine routes and gastronomic routes (as
some food and wine only make sense together).
• Sensorial marketing applied to destinations and to the
restaurants (the scent of the destination that can latter trigger
good memories) also helping in the food products
exportation.

• More and more consumers are looking for new “exotic” food
and restaurants in their own environment that can help in
fostering them to visit the places of origin of the food.
• The growing importance of the “chefs” and culinary TV shows
can help introducing “new food” as well to recover old
traditional culinary arts
• An increase of promotions and food tastings in food retailers
and restaurants are a way to increase the awareness for local
food and overcome barriers regarding food risk perception.
• Gastronomic tourism is a key element in the tourist value
chain but it will stay mainly a niche segment that is more
likely to happen with short stays.

• Gastronomic tourism is a key element in the tourist
value chain but it will stay mainly a niche segment that
is more likely to happen with short stays.
• In the near future Tourism will still have a more a critical
role of the success of the food / culinary sector than the
other ways around.

Paulo ramos food & tourism a perfect linkage?

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