INTERNATIONAL TOURISM 1
Table of Contents
Introduction ………………………………………………………………………..……3
Future Trend Analysis…………………………………………………………….……….3
Cultural Heritage………………………………………………………………………..…4
Sustainability……………………………………………………………………………….4
Quality……………………………………………………………………………………..5
Communication……………………………………………………………………………5
Summary and Learning experience……………………………………………………….6
Reference……………………………………………………………………………………………………….……8
Gheorghe, etal., (2014), in the article, , A NewTrend in Contemporary Tourism, explores how gastronomic tourism isimpacting the selection of travel destinations in Europe. There areseveral driving factors for gastronomic tourism, and they include asearch for a healthy lifestyle, respect for traditions and culture,the breathtaking and memorable experience and sustainability. 22% ofEuropeans reported that the motivation behind their travels was adesire for cultural experience(Gheorghe, et al., 2014). According toGheorghe, et al., (2014), 38% of the European Unioncitizens made travel reservations outside their country but withinthe region. This was a 5% increase compared to 2012(Gheorghe, et al., 2014). This report will exploregastronomic tourism as a future trend in the tourism marketing.
Body
Future trend analysis
As an emerging phenomenon, gastronomic tourism is slowly taking theform of a new product in the sector. Individuals are emphasizing theneed for local cuisine when making travel reservations. Yeoman,et al., (2015) asserts that food tourists compared toother types of visitors produce a loyal clientele. Gheorghe,et al., (2014), states that the Australian Bureau ofTourism Research reports that 22% of the tourist expenditure in thecountry goes to food. On the other hand, Bulgarians spendapproximately 40% of the money they reserve for their visitingescapades on gastronomic products (Gheorghe,et al., 2014). The World Health Organization reportsthat more than 88% of stakeholders in the tourism sector belief thatgastronomy is a strategic factor in the definition of a destination’simage and brand(Gheorghe, et al., 2014). Yeoman,et al., (2015), argues that food does not only satisfythe tourists` basic need, but also serve as a cultural element thatrepresents a destination positively. Thus, while the world is slowlyturning into a global market, tourists are seeking for experiencesbased on local cultures and identities. I agree with Gheorghe, etal., (2014) that gastronomy is an opportunity for the diversificationof tourism, promotion of local economic development, and theinvolvement of the various professional sectors.
Cultural heritage
Gastronomic tourism does not encapsulate only food, but anything thatis authentically local and cultural. For instance, throughgastronomic tourism visitors to a particular field can purchasecertain products such as the clothing and jewelry made with localmaterials. Furthermore, it allows tourists to engage in not only thecultural but also the historical heritage of a destination. Thisentails certain aspects of tourism such as visits to areas of theoccurrence of natural catastrophes, museums, ancient architectures,and works of art. According to Yeoman,et al., (2015), “heritagisation” which is theprocess in which food helps in heritage construction is an emergingfield of research interest.While authentic culture is central to gastronomictourism, there is a need to consider new cultural values thatcompliment the richness of a country`s cultural diversity.
Sustainability
One advantage of gastronomic tourism is its sustainable nature.According toGheorghe, et al., (2014) gastronomic tourism tends toenhance the discovery of new cultures and environment that ensuresthat tourists will always find something new in a particulardestination. Furthermore, nothing much is needed in terms ofbuildings and infrastructures. On the other hand, Sattari, et al.,(2011), argues that according to the theory of the sociology of foodas developed by Fischer, while some people are driven by the desireto taste new food, some love some level of familiarity with whateverthey eat. Thus, unlike other forms of tourism, gastronomic tourismdoes not seek to create pressure on the existing system of adestination although it is accommodative of innovations. Instead, ittries to attract visitors to take part in the existing cultural lifeof a destination.
Quality
While gastronomic tourism tends to rely on the authentic culture, itdoes not compromise on quality. Thus, according toGheorghe, et al., (2014), the stakeholders must adopt aquality assurance plan that involves the recognition and protectionof local products. For instance, according to Sattari, et al.,(2011), there is a common malaise spread by local guidebooks in Egyptthat the feasting of local food products results in diarrhea. Thus,stakeholders are required to devise a competitive offer as well as aprofessional human resource team throughout the chain ofdistribution. I concur with the authors that local producers ofcultural products such as foods, clothing and music cannot afford tocompromise on the quality as the tourist, just like in other sectors,are looking forward to getting the value for their money.
Communication
Concerning promotion, Gheorghe,et al., (2014), suggest that destinations have astrategic communication plan that involves the formulation ofauthentic and credible messages about the different services andproducts they offer alongside their food experience. Yeoman,et al., (2015), saysthat the rise of culinary tourism has experienced an increase in thenumber of tourists expecting food providers to offer healthy, organicand specific dietary options and make such information easilyavailable. According to the Gheorghe,et al., (2014) the organizations within the EuropeanUnion area that were surveyed, 68% of them carried promotion ormarketing activities based on 98% organizing events, 82% advertisingand producing brochures, while 78% relied on websites dedicated topromoting gastronomic tourism. Destinations should include in theircommunication plan, messages about the pricing of their products andservices and any other crucial information. The strategiccommunication plan should also consider a mechanism for receivingfeedback. Gheorghe,et al., (2014), reports that visitors get inspired,seek information, and compare different available options beforebuying. The process culminates in sharing the experience by thetourists. Social media platforms such as Twitter and Facebook arecrucial tools for receiving feedback.
Summary and learning experience
Primarily, gastronomic tourism presents a unique advantage in termsof building the brand and image of a destination. In ensuring this,several factors come into play, and they include a crediblepromotional approach, a plan for receiving feedback and thedevelopment of high-quality products and services. From my researchon gastronomic tourism, I have come to value the role of culture as asource of livelihood and its contribution to a country’s GDP.Furthermore, I have come to learn that for a culture to become adestination’s selling point, there is a need for a joint effortbetween the different stakeholders in the entire tourism sector. Theparticipants include producers such as farmers, fishermen marketssuch as hotels, and restaurants, as well as the government. Lastly, Ihave learnt that as the world turns into a global village, people areseeking to run away from their dull and technology-ridden life andindulge in a new experience, and there is nothing that can providethis more than gastronomic tourism.
References
Ardabili, F.S., Rasouli, E. H., Daryani, S. M., Molaie, M., & Sharegi, B.(2011). The role of food and culinary condition in the tourismindustry. Middle-EastJournal of Scientific Research, 9(6),826-833.
Gheorghe, G.,Tudorache, P., & Nistoreanu, P. (2014). GASTRONOMIC TOURISM, ANEW TREND FOR CONTEMPORARY TOURISM??.Cactus Tourism Journal 9(1)12-21
Yeoman, I.,McMahon-Beattie, U., Fields, K., Albrecht, J., & Meethan, K.(Eds.). (2015). TheFuture of Food Tourism: Foodies, Experiences, Exclusivity, Visionsand Political Capital (Vol.71). Channel View Publications.