Gastronomy as a Critical Ingredient in the Tourism Sector - Literature review Example

Gastronomy Customer Inserts His/ Her Name Customer Inserts Grade Course Customer Inserts Tutor's Name (Date) Statement of Authorship I am the author on this report; I can confirm that I have adhered to all given instructions for submission. In addition I can confirm that this piece of work is original without fabrication or plagiarism. Table of contents Introduction 4 Gastronomy as a critical ingredient in the tourism sector 4 Tourism and Fine wine retail cellar 8 How food and wine tourism have promoted the understanding of gastronomy 9 Conclusion 10 Reference list 11 Introduction In the contemporary world, competition amongst countries in various fields is at an all time high. The competition is particularly intense in the tourism sector as each of these countries tries to market itself as having the best tourist destination sites than the others. In order to attract more tourists, countries are embracing their local culture as a way of marketing themselves. Gastronomy has become a key factor in the promotion of local culture. This is because food is very critical to tourists’ experience and a source of identity in a peoples’ culture. In the modern world, there are certain places that are associated with the kinds of foods or drinks that they produce. In Italy for instance, tourists flock there to enjoy their wines and beer. It is therefore, important for a country or a region to have something unique that will attract tourists there. Gastronomy as a critical ingredient in the tourism sector Liping (2009) argues that in the past, tourism has mainly dwelt on the sense of sight alone. That is as people visited other regions of the world, their main concern had been what to see. For example the dramatic landscapes, wildlife, or outstanding pieces of architecture. However, in the modern world, things have changed completely in the tourism sector. He has pointed out that tourists are now going visiting countries that will offer them unique foods and drinks. According to Hjalager (2004), as tourists move from one country to another, the food they eat also varies. He has argued that with globalization in place however, there are some products that have become available in almost all parts of the world. He has observed that Coca Cola and MacDonald’s products are readily available in many tourist destinations. According to him, there are tourists who are used to the products of these companies in a way that they might not visit countries that do not stock these products. This is a clear illustration of how culinary behavior has affected the tourism sector within and outside countries. Liping (2009) points out that there is a very strong bond between food and the identity of people. It is for this reason that countries are using their indigenous foods in the promotion of their tourism sector. He says that the food produced in a country or a region has a direct relationship with the geographical features of that place. According to him, this relationship between geographic location and gastronomy has been used to promote tourism. He argues that food produced and consumed in a region is part and parcel of the culture. Therefore, as tourists move around, they are able to have a taste of various types of foods available in certain regions. Some of these foods are unique and appetizing. As a result, such a tourist may decide to go back home and inform his or her friends about it. He says it is for this reason that people visit such regions to have a taste of their foods. This not only promotes the food producers but the economy of the country. Unlike in the past where companies were localized, the world today has become a global village and there have been the emergence of multi-national corporations. According to Hjalager (2004), these multinational corporations such as McDonalds are changing the eating manners of people. He says that with over twenty five thousand outlets in the world, such a company has the ability to alter peoples’ eating habits. He has observed that Americans on a visit to different countries takes pride in knowing that they can still access food that they have been used to; thanks to McDonalds. Therefore, having a branch of one of these multinational companies will improve the tourism sector of a country. Furthermore, Schulze (2011) has found out that food and drinks can become ideal manifestations of a peoples’ culture. According to him, food is very essential in a tourist experience. He says that there are certain foods that are associated with particular places. For example, Indian cuisines have promoted the country tourism sector in a big way. Amongst the Dutch tourists, having their local cuisine after a long day of exploring nature is important. This is the case with Portuguese and the Spanish. This means that if tourists from Holland, Portugal or Spain find their local cuisine in a foreign country, they will encourage others to visit such countries. Tourism and food production Gastronomy and tourism are two intertwined items in the modern day world. Liping (2009) argues that when people visit other countries, the demand for food is high. This is because some of them may have never been to those countries. He argues that a tourist will spend most of his or her time eating local foods and taking drinks. He laments that most of these things are not taken seriously because many people regard eating as a need rather than a leisure activity. According to him, it would be very important to develop and market gastronomic tourism. He claims that this can go a long way in helping people add value to their drinks and foods so that experience can become memorable by all the tourists who visit such places. Such a way may not only increase the number of tourists, but also improve the economy of a country. Zainal (2012) argues that tourism is one of the fastest growing sectors in the world today. As a result, he says that people are now shifting from service delivery to creating memorable experiences amongst tourists. He has pointed out that a clear example of gastronomic experiences is the off shooting of hotel and restaurants that are now offering full package. These packages cover the food tourists consume, and the entertainment offered to them. It has been found that whenever a memorable experience is created in tourists, it is another perfect way of improving and marketing a country as a popular tourist destination. Hjalager (2004) argues that due to the increased level of competition for tourists, a country or a region needs to have unique ways of promoting and marketing itself. These sentiments have been echoed by Liping (2009) who agues that foods produced and prepared in a country are very important because they are used in the marketing of a country as a tourist destination. He says that tourists have a chance of tasting various gastronomic products that have been linked to the cultural and agricultural products of a certain region. According to him, when such experiences are created, they facilitate linking of various locations and different producers in the value chain. In order to protect gastronomic cultures of certain regions, he has noted that it is very important for countries or regions to develop and protect their intellectual property. This is very important because it will help them create and maintain uniqueness in their products. He says that Spain for instance has branded herself as a popular tourist destination by employing her gastronomic products that include Paella and Rioja. Intellectual property has prevented other regions in the world from making and using such products in their tourism promotion. Tourism and Fine wine retail cellar In a similar way as food and tourism, wines have also promoted tourism in certain regions of the world. Wine tourism covers a wide range of issues that aim to make a tourist’s experience memorable. Therefore, this may include wine and food tasting, as well as visiting other areas that they might find amazing such as the national parks, beaches and gallery. According to Long (2004) wine tourism is one of the fastest growing tourism sectors in the world. He has noted that billion of dollars have been spent in improving this industry. In addition, he argues that the number of cellar door outlets have gone up in a big way. He says that becoming innovative is very important for a company or a country. This is because the market dynamics are changing, and this is useful in formulating marketing strategies. According to him, tourists must eat and drink and therefore, a country should have a package that will make these tourists come back in the near future. This includes having the best wines and foods that are unique. Croce (2010) has observed that wineries in many parts of the world experience an increase in sales over the weekends and during national holidays. This is because most of the people are usually free from their daily chores. He claims that people come from far to have a first hand experience and taste of these wines. According to him, tourists not only come to have a taste of the wines, but also to enjoy the food, lifestyle and the culture of the people he has visited. He says that wine tourism has recorded a significant growth over the years. According to Schulze (2011), wine and tourism have helped spur the growth of other industries in different countries. He has observed that whenever tourists visit the wineries, there are other people selling other products near these wineries. This move not only provides a source of livelihoods for these people but also plays a big role in promoting the economy of respective countries. An example of these industries may include pottery and even cooking books. In the modern day tourism, wine and food have become integral parts in the promotion of a country or region as a tourist destination. How food and wine tourism have promoted the understanding of gastronomy From the research conducted, it has become evident that the dynamics involved in the tourism sector are rapidly changing. Gastronomy involves looking at peoples’ food and culture. Therefore, it is very important to have well and unique types of wines and foods that will motivate the tourists come back again in the country. People’s food and culture is defined by their environment. For instance, there are people who live close to rivers and lakes. As a result, their main staple food may be marine animals such as fish. On the other hand, people living in fertile lands have the potential of preparing their own foods. Therefore, the kind of foods people consume is largely influenced by the environment in which they live in. Furthermore, it has been observed that different regions and countries offers different types of food and wines to tourists. It has also been found that people’s culture varies from one region to another. It is important to note that no culture is superior to the other. As a result, other peoples' ways of life should not be regarded as superior or inferior depending on one’s perspective. This involves looking at the types of food they prepare and eat, their way of life in terms of social, political and economic setting. In the modern world, big companies such as the McDonalds have influenced people’s eating behavior. The emergence of fast foods across the world has not only changed culinary behaviors amongst people but has also spread the culture of the McDonalds across the world. The majority of fast foods around the world are operating in a similar manner as the McDonalds. Therefore, people’s eating culture will continue changing as globalization increases. Conclusion Gastronomy is fast changing the marketing of tourism in the modern day world. As a result, all the stakeholders involved should try and zero in on how best they can market their countries. Although different countries have different heritage and natural resources, preparing tantalizing foods for tourists would be vey key in improving the tourist sector. Although most of the tourists are interested in other things other than food and drinks, it is very important to prepare foods that they will remember for a long time. This will not only make them miss such an experience, but also motivate others to visit such countries. This will go a long way in improving the economy of a country. Reference list Croce, E 2010, Food and Wine Tourism: Integrating Food, Travel and Territory, CAB International, Oxford. Hjalager, A 2004, Tourism and Gastronomy, Taylor & Francis Group, London. Liping, A 2009, Tourism Branding: Communities in Action, Emerald group Publishing Company, Bingley. Long, L 2004, Culinary Tourism, The University Press of Kentucky, Kentucky. Schulze, B 2011, Food, Agri-Culture and Tourism: Linking Local Gastronomy and Rural Tourism: Interdisciplinary Perspective, Spinger, New York. Zainal, A 2012, Current Issues in Hospitality and Tourism: Research and Innovations, Taylor & Francis Group, London. Read More