OECD Studies On Tourism : Food And The Tourism Experience
OECD Studies on TourismFood and the TourismExperienceTHE OECD-KOREA WORKSHOP
OECD Studies on TourismFood and the TourismExperienceTHE OECD-KOREA WORKSHOP
This work is published on the responsibility of the Secretary-General of the OECD. Theopinions expressed and arguments employed herein do not necessarily reflect the officialviews of the Organisation or of the governments of its member countries.This document and any map included herein are without prejudice to the status of orsovereignty over any territory, to the delimitation of international frontiers and boundariesand to the name of any territory, city or area.Please cite this publication as:OECD (2012), Food and the Tourism Experience: The OECD-Korea Workshop, OECD Studies on Tourism,OECD -enISBN 978-92-64-11059-5 (print) ISBN 978-92-64-17192-3 (PDF) Series: OECD Studies on Tourism ISSN 2223-9790 (print) ISSN 2223-9804 (online)The statistical data for Israel are supplied by and under the responsibility of the relevant Israeli authorities. The useof such data by the OECD is without prejudice to the status of the Golan Heights, East Jerusalem and Israelisettlements in the West Bank under the terms of international law.Also available in Korean: 넁겒隱 隵集뙩뾍 OECD- 鲵뼑ꖱ霢 뢝봱ꆥ걙Photo credits: Cover Alexkava - Fotolia.comCorrigenda to OECD publications may be found on line at: www.oecd.org/publishing/corrigenda. OECD 2012You can copy, download or print OECD content for your own use, and you can include excerpts from OECD publications, databases andmultimedia products in your own documents, presentations, blogs, websites and teaching materials, provided that suitableacknowledgement of OECD as source and copyright owner is given. All requests for public or commercial use and translation rights shouldbe submitted to rights@oecd.org. Requests for permission to photocopy portions of this material for public or commercial use shall beaddressed directly to the Copyright Clearance Center (CCC) at info@copyright.com or the Centre français d’exploitation du droit de copie (CFC)at contact@cfcopies.com.
FOREWORD – 3ForewordThe OECD Tourism Commmittee and the Ministry of Culture, Sports and Touurism ofKorea have carried out extensivve research into the role of food and tourism in ennhancingdestination attractiveness and coompetitiveness, and its potential for country brandiing.Tourism and culture are inttrinsically linked. In a previous publication, The Immpact ofCulture on Tourism (2009), wee introduced the concept of the experience econoomy andexplained the shift towards intangibleiculture and heritage. A growing nummber ofcountries are attempting to poosition food as intangible heritage in the global tourismmarket. Food, by connecting tourists to local culture and heritage, is becoming onne of themost noticeable examples of thee tourism experience.The main objective of thiss publication is to help policy makers and practtitionersdevelop a better understandingg of the linkages between food and tourism, annd localeconomic development. This report also brings new knowledge on the relaationshipbetween food experiences and tourismtthat can support policy and business devellopmentas well as marketing and brandiing activities.Food and the Tourism Expeerience: The OECD – Korea Workshop provides cconcreteexamples of good practice, as well as policy orientations for national annd localauthorities. The book covers thhe following countries and regions: Austria, Francce, Italy,Japan, Korea, Latin America, NewNZealand, the Nordic region and Spain. It iss largelydrawn from presentations madde at the OECD-Korea workshop on Korean Cuuisine inTourism: International and Loccal Perspectives, in December 2010.The illustrative and innovaative examples presented in the report show that a strongrelationship between food andd tourism/culture can help destinations to becomme moreattractive and more competitivee as locations to visit, work and live in.This report underlines the fundamental importance of food as a nexus of ccultural,economic and social growth and diversity, and also as a springboard foor localdevelopment and poverty eradiccation.Sergio Arzeni,Director, OECD Centre for Entrepreneurship,SMEs and Local DevelopmentFOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOPW OECD 2012
4 – ACKNOWLEDGEMENTSAcknowledgementsWe would like to give particular thanks to Korean authorities for their financial andoperational support in the undertaking of this publication; and especially to Mr. Pan SangHan, Minister-Counsellor, Permanent Delegation of Korea to the OECD, and Ms. HyeriHan, Assistant Director, International Tourism Division, Korean Ministry of Culture,Sports and Tourism, for their guidance, collaboration and support.The chapters were written by the following experts: Prof. Greg Richards, TilburgUniversity, Netherlands (chapter 1); Mr. C. Michael Hall, Department of Management,University of Canterbury, Christchurch, New Zealand (chapter 2); Dr. ElisabetLjunggren, Nordland Research Institute,Norway (chapter 3); Prof. Alberto Capatti,University of Gastronomic Sciences, Italy (chapter 4); Prof. Regina G. Schlüter,Universidad Nacional de San Martin, Argentina (chapter 5); Prof. Tae Hee Lee, TourismManagement Department, Kyunghee University, Korea (chapter 6); Mr. Enrique Ruiz deLera, Global Head of Marketing and Branding, Turespaña, Spain (chapter 7); Mr. JongMoon Choi, Director, Korean Food Service Management Institute, Professor, College ofCulture and Tourism, Jeonju University, Korea (chapter 8); Dr. Michael Scheuch,Österreich Werbung/Austrian National Tourist Office, Austria (chapter 9); Mrs. MaïkoMurayama, Director, Agri-food department, Japan External Trade Organisation (JETRO)(chapter 10); Ms. Jocelyne Fouassier, Director, Image and Promotion France, Sopexa,France (chapter 11): Ms. Jia Choi PhD. and Mr. Daniel Gray, O’ngo FoodCommunications, Korea (chapter 12). Mr. Antonio Marquez da Cruz, Secretary-Generalof the Portuguese Academy of Gastronomy, Portugal, also provided importantcontributions on Portugal’s experience.The book was prepared under the supervision of Mr. Alain Dupeyras, Head of theOECD Tourism unit. It has been coordinated by Mr. Jeongbae Kim and benefited fromdrafting contributions from Mr. Peter Haxton. It benefited also from the operational andediting support of Mrs. Adèle Renaud and Ms. Nadia Urmston. The English version ofthe publication has been edited by Dr. Diane Dodd, Co-founder, ARTidea and OECDSecretariat. Mrs. Jennifer Allain prepared the manuscript for publication.FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
TABLE OF CONTENTS – 5Table of contentsExecutive summary. 9Chapter 1 An overview of food and tourism trends and policies by Greg Richards . 13Introduction . 14Development of tourism experiences . 14Culinary tourism experiences . 19Linking food experiences to tourist needs . 21Product development and innovation . 25Regional and country branding . 31Implications for policy . 37Suggestions for further research . 41References . 43Part I Innovation in the food tourism sector and the experience economy. 47Chapter 2 Boosting food and tourism-related regional economic developmentby C. Michael Hall . 49Cuisine, food and tourism . 50Consumer perspectives in food tourism . 51Beneficiaries of food tourism . 54Intangible assets for regional economic competitiveness . 57Strategies for regional economic development . 59References . 61Chapter 3 Linking local food resources to high-quality restaurants in the NordicRegion by Elisabet Ljunggren . 63Rural high-quality restaurants and innovation . 64Nordic food, tourism and experience industries . 64Local food in high-quality restaurants. 65Managerial challenges and the experience value chain . 69Policy implications for the experience industry and tourism . 71References . 73Chapter 4 Educating tourists in the art of gastronomy and culture in Italyby Alberto Capatti . 75A cultural approach to food . 76Hospitality networks promoting local products . 77Knowledge systems in gastronomy tourism. 79Culinary models in gastronomy . 80Interpreting gastronomy . 81Eating behaviour . 82Food laboratories . 83FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
6 – TABLE OF CONTENTSThe key to gastronomy success . 84References . 86Chapter 5 Promoting regional cuisine as intangible cultural heritage in LatinAmerica by Regina G. Schlüter. 89Local traditions as intangible heritage. 90Latin American culinary heritage . 91Culinary practices and cultural tourism in Latin America . 94Sustainable development and local culinary heritage . 95Traditional dishes: Authenticity or adaption? . 96References . 98Chapter 6 Developing policy strategies for Korean cuisine to become a touristattraction by Tae Hee Lee. 101Foodscape . 102National case studies of food tourism . 103City case studies of food tourism . 104Korean strategies for food promotion . 106Financial and legal support for Korean food promotion . 109The development of foodscapes . 110References . 111Part II Food, a key factor in tourism and country branding: Case studies . 113Chapter 7 Gastronomy as a key factor in branding Spain by Enrique Ruiz de Lera. 115Gastronomy as a soft-power . 116A product and tourism portfolio . 117Creation of new gastronomic products. 119Benchmarking . 120Challenges and new trends . 121References . 122Chapter 8 Globalising Korean food and stimulating inbound tourismby Jong-Moon Choi . 123Hansik globalisation . 124Globalisation of the food service industry . 125History of the food service industry in Korea . 125Hansik and national competitiveness . 126Measures to connect Hansik globalisation and tourism . 128References . 131Chapter 9 The culinary experience: A major pillar of Austrian tourismby Michael Scheuch . 133Delivering a strong brand . 134New-experience zones. 136The culinary experience in Austria . 138Innovative cuisine and culinary developments. 139Responsible food producers . 141Culinary experience as a pillar of tourism. 143References . 145FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
TABLE OF CONTENTS – 7Chapter 10 Promoting Japanese food culture and products by Maïko Murayama . 147Food and tourism in Japan . 148Disseminating Japanese food . 148Measures to promote food exports and Japanese food culture . 151Placing value on local resources . 152References . 153Chapter 11 Promoting food and lifestyle: The French experience by Jocelyne Fouassier . 155Sopexa: a long-term commitment to promoting food culture and products . 156Significant changes in international trade . 157Building a brand . 158Linking food to land or terroir . 159Wine, a strategic industry for France and its gastronomy . 160A marketing and communication strategy. 160References . 164Chapter 12 Innovations in Korean culinary tourism by Jia Choi and Daniel Gray . 165Food generates a new wave of tourism in Korea . 165Experimental culinary tours . 166A new approach to planning culinary tours and cooking classes . 167Customising culinary tours. 169Marketing and communication. 170Food tourism – a developing market . 172TablesTable 2.1.Table 2.2.Table 2.3.Table 8.1.Table 10.1.Table 10.2.Table 10.3.Table 10.4.Four types of food tourists . 53Food and tourism and the stages of the travel experience . 54Summary of advantages and disadvantages of food tourism at the foodbusiness level . 55Korean food and dining industry sales by year (billions KRW) . 125Motivations for visiting Japan . 148Satisfactory dishes in Japan, 2009 (%) . 149Trends in agriculture, forestry and fishery products and processed food . 150Details of export value by country and region . 150FiguresFigure 1.1.Figure 9.1.Evolution of experience concepts . 17Holidays in Austria . 135FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
EXECUTIVE SUMMARY – 9Executive summaryFood and the Tourism Experience: The OECD – Korea Workshop provides ananalysis of food experiences from a wide range of countries and regions around theworld. The aim is to develop new knowledge on the relationship between foodexperiences and tourism that can support the development of appropriate policies, supportmechanisms and marketing and branding activities. It also signals areas for policyorientations (Box 0.1).The OECD has a particular interest in the relationship between food and the tourismexperience because it seeks to promote policies that will improve economic and socialwell-being. Food is vital not only for survival, but also plays an important role in localdevelopment, and provides the basis for important emerging creative and culturalindustries. It is also an increasingly important part of tourism experiences, and foodcultures around the world are a rich source of cultural, economic and social diversity.In the contemporary “experience economy”, sophisticated experiences are emergingthat combine elements of education, entertainment, aesthetics and escapism to engage theconsumer. As experiences become more complex and consumers become moreknowledgeable and demanding, leisure and tourism markets have become morecompetitive, forcing suppliers to innovate and develop new service concepts. Foodexperiences for tourists form a vital part of the value network linking local foodproducers and suppliers, with cultural and tourism entrepreneurs. Because of theimportant linkages between food experiences for tourists and other policy areas, includingagriculture, food production, country branding and cultural and creative industriespolicies, it is important to develop an integrated, holistic approach to policy developmentand implementation.Food has a particularly important role in the development of tourism services, since itoften comprises 30% or more of tourist expenditure, and this money is regularly spentdirectly with local businesses. It is also argued that integrating food experiences intosustainable tourism development in rural and outlying areas may help ease poverty.In order to utilise food and tourism as an economic development strategy, it is importantto encourage visitors to stop, spend and stay longer. Short-, medium- and long-termstrategies include a range of options designed to retain visitor expenditure, supportnetworks and relationships (with local businesses and organisations as well as with otherregional stakeholders), and develop intellectual capital in order to enhance the regionalknowledge base and create engaging food experiences.Tourists are increasingly seeking local, authentic and novel experiences linkedintrinsically to the places they visit. Both at a regional and a national level, foods canbecome unique elements of the brand image of places and help to create distinctiveness.National culinary traditions remain strong, but as food becomes ever more globalised theauthenticity of experiences is threatened. Tourists generally approach a country via anadapted version of its cuisine.FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
10 – EXECUTIVE SUMMARYThe first half of this report presents examples of strategies that can increase touristknowledge of a country’s culinary offerings. Very often this involves a high level ofcollaboration between different stakeholders in “foodscapes” which unite local culture,creativity and food. The important linkages between novelty, authenticity and locality infood experiences mean that small-scale food production is not an artefact of the past; itrepresents a route to the future.Creating “authentic” experiences is often a question of careful framing and inventiveand creative storytelling. Creating a strong narrative about a place and its food culture canbe an effective form of product development. Interest in culinary tourism may help rescueold traditions in the process of disappearing, although there is a danger that tourists haveless interest in the dish being authentic than in it appearing “exotic.”New Zealand has successfully used regional branding connected to food fordestination and regional promotion. Synergies were created between food and tourismindustries by the ‘clean and green’ positioning of New Zealand and the development ofthe 100% Pure national brand.The Nordic Countries have placed a particular emphasis on stimulating innovation tocreate new and engaging food experiences. Particular attention has been paid todeveloping local food networks and systems of distribution connected to rural highquality restaurants. The Nordic experience highlights the need to develop engagingnarratives that are supported by stakeholders along the value chain. In order to supportthis, training for restaurant entrepreneurs in business skills is required and high transportand distribution costs have to be overcome.Italy has a highly developed gastronomic landscape and has recently been at theforefront of developing the Slow Food movement. Supported by the government, localfood producers have been encouraged to develop authentic and sustainable food suppliesthrough labelling systems denoting the local origin of foods and by events showcasinglocal food production.In Latin America, culinary heritage is now being recognised as a potential area for thedevelopment of sustainable tourism, which can be particularly important in generatingincome for local communities. Culinary heritage is now being valorised in different partsof the continent, for example by the UNESCO designation of Mexican cuisine asIntangible World Heritage, and the development of Novoandina cuisine in Peru.The second half of this report looks at tourism strategies and the potential for countrybranding by presenting some innovative cases in the food tourism sector and theexperience industry from around the globe. Once good food products and a range of foodexperiences have been created, it is important to effectively brand and market them. Adistinctive and consistent local food identity can help in differentiating one destinationfrom another and it can promote the “regionality” of food to tourists.Spain has become a leading gastronomic destination through the development ofregional gastronomic diversity and the development of high-quality food experiences.However, there are still many challenges including the need to: improve the gastronomicoffer for the vast majority of incoming tourists; create a global brand image; increaseSpanish restaurants abroad; develop the tapas concept; become a global reference pointfor culinary education; and provide tools for travellers to design and connect with theirexperiences (emphasising quality, authenticity, value, substance and comfort).FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP OECD 2012
EXECUTIVE SUMMARY – 11The Government of Korea has created legal and institutional support for the activeparticipation of private enterprises in globalising Hansik (Korean cuisine). Good practiceexamples that connect this “Hansik Globalisation” programme and the tourism industryare examined. For example in Seoul, O’ngo Food Communications has researched,planned and initiated a range of culinary tourism programmes. These require a fullunderstanding of the clients’ “cultural needs”. This case study also explores the powerfulpotential of the Internet and social media to link tourism and individual restaurants.Enhancing the visitor experience and providing customer satisfaction are vital in light ofthe low-cost potential of these media to spread knowledge by “word of mouth”.Austria has long been at the forefront of sustainable tourism. For example, the“Holidays in Austria” brand promotes life-changing experiences for visitors andshowcases not only eating establishments, but also unusual and varied food products,gourmet regions, local specialties, prize-winning wines, etc. Priority is given to being awelcoming country for guests. Other attractive selling points are Austria’s growingnumber of innovative food producers. In particular, ecological food production hasexperienced significant growth in recent years.Japan has adopted a “General Strategy for the export of Japanese agricultural, forestryand fisheries producers and food” in co-operation with public and private sectors. Theaim is to promote exports using four strategies: improve the export environment; adoptstrategic measures by item, by country and region; support highly motivated producers;and develop overseas markets. Concrete measures are being used to promote food exportsand Japanese food culture abroad.In France, Sopexa has positioned itself as a benchmark agency for internationalmarketing, specialising in food, wine and lifestyle. It has over 50 years of experience inbuilding the reputation of the French agrifood industry and supporting the branding ofFrance as a gastronomic destination. This case study highlights the importance of linkingfood, regions and culture, and of understanding the consumer.Box 0.1. Policy implicationsThis publication represents a wealth of combined knowledge on the potential of gastronomicexperiences to support regions and countries economically, socially and environmentally.Research into food and the tourism experien
Chapter 9. The culinary experience: A major pillar of Austrian tourism Chapter 10. Promoting Japanese food culture and products Chapter 11. Promoting food and lifestyle: The French experience Chapter 12. Innovations in Korean culinary tourism ISBN 978-92-64-11059-5 85 2012 02 1 P-:HSTCQE VVUZ Z: Food and the Tourism Experience THE OECD-KOREA .
This publication presents the OECD country review of tourism issues and policies in Mexico. It forms part of the programme of work of the OECD Tourism Committee and has been prepared by the Secretariat of the OECD Centre for Entrepreneurship, SMEs, Local Development and Tourism. The report is part of a series of reviews on tourism
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Tourism is one of the biggest job creators for women and youth. The tourism sector employs more women and young people than most other sectors. The age profile of workers in the tourism sector is young. Just under a half (47%) of people working in tourism in European OECD countries are between 15 and 34 years of age, compared to a third (32% .
5. Tourism and the UK economy 17 5.1 Economic output 17 5.2 Employment 18 5.3 International comparisons of tourism employment 19 6. Brexit and tourism 20 6.1 Opportunities 20 6.2 Challenges 21 7. Tourism policy 23 7.1 Tourism Sector Deal 23 8. The ‘tourism landscape’ in England 26 VisitEngland and VisitBritain 26File Size: 492KB
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1000 days during pregnancy and the first 2 years of life, as called for in the 2008 Series. One of the main drivers of this new international commitment is the Scaling Up Nutrition (SUN) movement.18,19 National commitment in LMICs is growing, donor funding is rising, and civil society and the private sector are increasingly engaged. However, this progress has not yet translated into .
