During the 20th Century, industrialisation began to threaten
artisan producers and many abandoned their traditional techniques. But in the
past two decades, there has been a resurgence in demand for quality products
made by time-honoured methods.
Gastronomy is one of the elements incorporated in a new concept
of cultural heritage and cultural tourism, driven by growing trends of a
well-being lifestyle, authenticity, environmental protection and the need to
have a high-quality experience. Tourists increasingly want foods which emphasise
the heritage and culture of a place, which assist the preservation of
traditional forms of agriculture and cultural heritage.
Gastronomy, as a tourist resource, is appreciated not only for
its own sake, but also for its ability to generate rural development.
Gastronomic tourism is helping to increase rural revenue sources and improve
income levels and employment of local labour (especially women).
Food also holds a key place in the "think globally, act
locally" debate. Some buyers are keen to support local businesses, or
protect the environment by avoiding foods which have been transported long
distances.
What are the trends driving food tourism?
The trends driving food tourism
Trend 1:Trading up
All across world, growing affluence of the populations has a
profound impact on consumer spending. Consumers spend a higher proportion of
their income on prepared food, gourmet products, eating out and food items with
some form of health or ethical benefits. For discretionary purchases, consumers
have traded up where the product is aspiration or traded down when the product
is only function.
Trend 2: Demographics and Household Change
An ageing population and changing life styles have driven
demand for increased eating out and food tourism opportunities. Groups that
provide growing markets for food tourism are summarised in the table below.
Groups that provide growing markets for food tourism
DINKS: Double Income No Kids. SINKS: Single Income No Kids.
Both Dinks and Sinks: younger people, between 25 and 35 years of age, no
children, affluent. Empty Nesters: parents whose children have flown the family nest. Between
45 and 55 of age, well educated, high disposable income. Boomers: members of the baby boom generation in the 1950s. Divorcees: searching for new partners and subsequently will take
prospective partners out for dinner and away for romantic weekends.
Trend 3: Rejection of 'MacDonaldisation'
Tourists have increasingly rejected the industrial 'fordist'
model of low cost mass production of food, searching out local, fresh and good
quality cuisine that reflects the authenticity of the destination. The end of
the 'MacDonaldisation' of
food culture has seen Starbucks
fail in Australia as the brand is perceived as bland and lacking
individuality.
Trend 4: Growth of the Multi-Cultured Consumer
Multiculturalism has become an everyday concept in the daily
life of the consumer, driven by immigration, globalisation, the internet, the
expansion in specialist and minority TV channels and the relentless growth in
international tourism. What were once exotic foods have become foods of first
choice and today curry is the United Kingdom’s favourite dish.
Trend 5: The Role of the Celebrity Chef and Media
The emergence of the niche food programmes, TV channels and
magazines means the food celebrity and expert has been created. The celebrity
chef shapes tourism products in a way that is often referred to as the 'Delia
effect' after the media chef Delia Smith, whose 1998 television programme 'How
to Cook' resulted in an extra 1.3 million eggs being sold in Britain each day of
the series. The phenomena of Gordon Ramsey with 'Hells Kitchen' and the 'F word'
or Jamie Oliver's campaign for good wholesome school dinners all drives our
interest in good quality food.
