Für neue Autoren:
kostenlos, einfach und schnell
Für bereits registrierte Autoren
7 Seiten, Note: 1,0
This paper aims to state to which extent culinary experiences affect the touristic situation of a certain destination. Food plays a high role in choosing a destination, which leads to the fact that food tourism plays a significant role in the overall tourism industry. Culinary tourism itself describes a way to witness local tourism through its culinary offers. To properly enjoy those, it is essential to provide culinary experiences, since those are the most memorable and convincing way to make tourists come back in the future. In order to achieve this goal, it is vital for industries to implement culinary storytelling in their marketing approach since this trend is capable of touching the human psyche, it is very authentic and gives the possibility to share feelings and ideas on a personal level. Another current trend in food tourism creating unique culinary experiences is dining in the dark since normal eating turns into a dynamic experience, which requires all five human senses.
Keywords: culinary experiences; food tourism; culinary story-telling, experience economy, five-senses
The term “culinary tourism” is defined as a way to experience a culture through food and beverage. Therefore, culinary offers represent one of the main motivations for exploring a destination and thus have become an essential part of the tourism industry for economic, cultural as well as educational reasons (Long, 2004). It is important to recognize that food is more than a simple product. Over the past years, there have been changing trends in the hospital industry for example in the post-war era foreign food has been enjoyed cautiously (Sloan, 2004) where nowadays it plays an important role in the globalization and intercultural understanding (Long, 2004).
The main goal of a tourist is to enjoy her- or himself, go sightseeing and to consume the most popular attractions of a place, however for a so-called culinary tourist it is also important to consume and savour the taste of local food and beverage. They select their travel destination based on desired food experience and prefer the local dishes at expensive restaurants instead of cheap meals at a franchise chain (Shenoy, 2005). The number of people who travel for the purpose to taste food and drinks of other places has increased of the past five years and so does the importance of culinary tourism (Stone & Migacz, 2016).
There are several studies about the tourist experience and what it takes to create a quality experience. Quan & Wang (2004) distinguish between the social and the marketing/management approach towards the tourist experience. The social literature describes the “peak” experience which explains that a tourist seeks an experience that is different than her or his daily life. However, from the management and marketing point of view, such a “peak” experience is not enough, it also requires “consumer” experience, such as eating, sleeping and transportations, in order to provide a satisfying total experience. They argue that the culinary offers of a certain destination play an important role in the satisfaction of the tourist during the travel. Experiencing local specialities increases the awareness of a destination and attracts people to visit the place as experiences with authentic food and beverage affect the decision to visit or revisit a certain place of origin (Alderighi, Bianchi , & Lorenzini, 2016). Nevertheless, food is not just a product that needs to be promoted but it is important to deliver additional value to the services, in order to make it a pleasant culinary experience and for the tourist to remember it (Richards & Hjalager, 2002). In general, basic products are taken for granted by consumers which leads to the fact that businesses in the tourism and gastronomy industry have to find a way to create absorbing experiences for the tourists (Richards & Hjalager, 2002).
As Pine and Gilmore (1998) argue, we live in an experience economy where consumers deliberately demand experiences instead of standardized products and services. An experience is in Pine and Gilmore’s opinion not an informal product, but the same type of offering as any other good, service, or commodity. In today’s economy, several companies try to simply hide experiences behind their ordinary goods to sell them in a proper way. To realize the expected outcome of staging experiences, businesses have to deliberately design engaging experiences which command a fee (Pine & Gilmore, 1998). The transition from the disposal of certain services to selling convenient experiences will be hard but at the same time very important to undertake for established companies and under Pine and Gilmore’s point of view be an enormous economic shift, from an industrial to the service economy. There will be the possibility that companies still want to stay in a commoditized business, but at the same time, they will be expected to upgrade their choice of products and offerings to the next stage of an economic value. In Pine and Gilmore’s opinion, the most important decision is in which situation and under which circumstances to enter the emerging experience economy. A very early inspection of several characteristics of experiences and the design principles of pioneering experience stagers suggests how companies can start to answer this question (Pine & Gilmore, 1998).
Abbildung in dieser Leseprobe nicht enthalten
In general, basic products are taken for granted by consumers which leads to the fact that businesses in the tourism and gastronomy industry have to find a way to create absorbing experiences for the tourists (Richards & Hjalager, 2002)
Food may play a major role when choosing a holiday destination and therefore food tourism has become a significant part of the tourism industry in general (Everett, 2016) Furthermore, it has a major impact on the economy of a country (Andersson, Mossberg , & Therkel, 2017) as an average tourist tends to spend more than a quarter of the travelling budget at restaurants and bars (Correia, Moita, Ferreira da Costa, & Peres, 2008). This indicates that the success of local restaurants is tightly connected to the tourism industry as a significant percentage of sales are generated by tourists (National Restaurant Association, 2013).
People experience the most meaningful links and relations through stories. In the earlier years, storytelling was only used in personal situations like family gatherings or reading for pleasure. Today also brands and businesses started to use storytelling to reach their customers on a more “friendly-level.” Storytelling can touch the human psyche and it is more authentic. This will lead to greater brand loyalty, interest and more engagement from the customer’s side. The essence of storytelling is to share feelings, ideas and moments of own experiences on a personal level. Today customers want to feel a true connection between family and friends and even with their favourite brand of milk or chocolate (Creative Culinary Agency, 2018).
A very good and hands-on example of culinary storytelling is Delicious cinema written by Gab Taraboulsy. He calls himself a culinary storyteller, writer, producer and director. Gab is deeply passionate about the culinary world around the globe. He creates unique stories happening on plates, dishes, kitchens and restaurants all over the world. Furthermore, the centre of his approach represents painstakingly crafted cinematic visuals that aid in truly capturing the emotion and philosophy of a place by communicating every single aspect of taste, atmosphere and surroundings. His goal is to encourage people to travel more by tapping into the endless power of food. Moreover, Gab wants to improve the food landscape around the globe. Through his great approach culinary storytelling he received a couple of prizes for example “The Webby Awards” or the “James Beard Foundation Awards” for visual and technical excellence. In addition, he won a prize for the best culinary web series (Taraboulsy, 2017).
One example of his stories is a culinary journey through the American landscape. He gathered a lot of information and wrapped it into a short and simple but very efficient way to present it to people. For this journey, he made a very emotional and memorable video. He interviewed several cooks from different cities e.g. Chicago or San Diego, showed where the respective food grew and how it was prepared in the kitchen. In this case, he really used appetizing pictures as well as an “appetizing language”. Another focus of his approach is the heritage of each cuisine (Taraboulsy, 2017).
Gab Tarabously is one of the hundreds of other examples who use culinary storytelling. In this case it can be seen that various destinations become more and more attractive by promoting its cuisine to foreign tourists and travellers by using different tools.
Pacific Islands Food Revolution aims to incite sustainable change in attitudes and behaviours towards food in the region, where around 75% of all deaths are caused by diabetes and heart disease. The chef Robert Oliver, born in New Zealand but raised in Fiji, and Tash Tan have a strong preference and affinity for the cuisine on the Pacific islands. Robert wrote a cookery book which received a prize for the best cookbook in the world and he also presented numerous cookery shows in the region. In his opinion, there is much more to tell people about food than what is served on the plate. Robert is convinced that cuisine has to do a lot with identity, economics, tourism, health, destination management and the environment (Launch, 2017).
They started a campaign to change the food behaviours into a long-lasting effective nutrition to reduce the above-mentioned number of deaths because of certain diseases. Furthermore, they aim to attract new tourists to come to the Pacific Islands because of the culinary offers there. Robert realized that 70 percent of the food, which is served in restaurants, is imported, so he tries to reduce the number of food imports and attempts to feature local personalities and food providers. To promote the regional cuisine and to care more about healthy food, both are using storytelling. In order to support the culinary stories, Tash applies information and communication technologies such as virtual reality and 360-degree pictures and videos. Moreover, he understands the importance to find a balance between content and style (Launch, 2017).
Studienarbeit, 33 Seiten
Masterarbeit, 160 Seiten
Ausarbeitung, 85 Seiten
Studienarbeit, 14 Seiten
Wissenschaftliche Studie, 38 Seiten
Masterarbeit, 37 Seiten
Bachelorarbeit, 136 Seiten
Diplomarbeit, 103 Seiten
Wissenschaftliche Studie, 38 Seiten
Masterarbeit, 37 Seiten
Bachelorarbeit, 136 Seiten
Diplomarbeit, 103 Seiten
Der GRIN Verlag hat sich seit 1998 auf die Veröffentlichung akademischer eBooks und Bücher spezialisiert. Der GRIN Verlag steht damit als erstes Unternehmen für User Generated Quality Content. Die Verlagsseiten GRIN.com, Hausarbeiten.de und Diplomarbeiten24 bieten für Hochschullehrer, Absolventen und Studenten die ideale Plattform, wissenschaftliche Texte wie Hausarbeiten, Referate, Bachelorarbeiten, Masterarbeiten, Diplomarbeiten, Dissertationen und wissenschaftliche Aufsätze einem breiten Publikum zu präsentieren.
Kostenfreie Veröffentlichung: Hausarbeit, Bachelorarbeit, Diplomarbeit, Dissertation, Masterarbeit, Interpretation oder Referat jetzt veröffentlichen!