Gastronomy as an Emerging Tourist Attraction - Essay Example

Gastronomy as an Emerging Tourist Attraction Name: Course Professor’s name University name City, State Date of submission Table of Contents Introduction 2 An Overview of Gastronomy 4 An Overview of Food Trails and Wine Trails 5 Experiences from the Food Trail and Wine Trails 6 Link between Gastronomy and Tourism 7 Conclusion 8 References 9 Introduction Tourism is a multi billion global industry with considerable growth in tourism related revenues growing in the majority of countries globally. For instance, the world bank reports that tourism revenues in Australia grew from around $ 28 billion in 2009 to around 34 billion in 2013[Wor141]. These figures are attributed to the strong showing in both the domestic tourism segment and the international tourism segment. For example, as of the first quarter of this year New South Wales had recorded around three million in international tourist arrivals and 26 million in domestic tourists bringing a combined revenue of around AUD 20, 000 million[Tou14]. Queensland and Victoria also performed well taking up the second and third position respectively despite the fact that Victoria recorded a slightly higher number of domestic tourists[Tou14]. However, these positive figures are not unique to Australia alone. For instance, between 2009 and 2013 the revenue growth rates in New Zealand and Australia were almost the same (19% and 20% respectively)[Wor141]. On the other hand, the revenue growth rates in the other regional competitors were much higher. For example, Fiji recorded a growth rate of around 36% over the same period while the tourism revenues in Samoa and South Africa grew by 28% and 37.5% respectively[Wor141]. From these figures, it can be argued that on average, a tourist in Australia spends less on his or her vacation than they would have in Samoa, Fiji and South Africa. One can also argue that the other countries are receiving increasingly higher number of tourists than Australia in percentages. Irrespective of the point an individual takes, what stands out is that the tourism sector in the country needs to be revamped to maintain its regional dominance. The statics show that the traditional tourist attractions such as wildlife and beaches and historical sites are not as strong as they used to be. Regionally, each country is strong when it comes to attractions such as the beaches and wildlife hence the need to diversify. New measures have to be undertaken to ensure that tourists not only visit the country but also spend. One such measure is to market gastronomy as a tourist attraction. This report examines the Australian wine and food cultures and highlights ways in which the two can play a role in attracting more visitors into the country and creating a new vibrant tourist circuit. An Overview of Gastronomy The oxford dictionary describes gastronomy as the practise or art of choosing, cooking and eating good food[Oxf141]. It is also described as the cookery of a particular area[Oxf141]. The word is derived from the Greek words gaster and nomos which mean stomach and laws that govern respectively[Oxf141]. Cailein Gillespie and John Cousins point out that this practice/ art form can be divided into four categories. The first category is practical gastronomy which is concerned with the practice and study of the preparation, production and service of the various foods and beverages from countries around the world[Gil12]. In essence, it entails all the processes involved in turning raw food into its edible state. The second category is theoretical gastronomy that is concerned with a system, focused on recipes, cookery books and other writings[Gil12]. Cailein Gillespie and John Cousins argue that theoretical gastronomy is the source of creativity that has inspired and upheld the classical and national dishes of a particular region[Gil12]. The third is technical gastronomy which looks at the systematic evaluation of anything in the gastronomic field that demands appraisal[Gil12]. The practice also assesses the validity of specific foods to given organizations. The last category is food gastronomy entails the examination of foods and beverages and their sources[Gil12]. For instance, it examines the use of wines in maximizing the experience in the consumption of various food items[Gil12]. Cailein Gillespie and John Cousins point out that the practice had its roots amongst Europe’s elite[Gil12]. The two authors state that the European elite banded together banded together to promote eating as a social activities in an effort to refine tastes[Gil12]. These activities played a vital role in the rise in food culture/ cuisine in France exemplified by the popularity of gourmet dishes. However, the authors point out that in recent years the art form has moved away from its elitist identity. They point out that mass media has been effectively used to spread the culture to ordinary individuals across the globe[Gil12]. A perfect example of this is the rise of programs and channels dedicated to culinary contents[Gil12].Moreover, the art form is spreading away from its European base to other parts of the world with Asian being a popular traction for those seeking new eating experiences. For example, South East Asian countries such as Singapore and Malaysia as well as Far East countries like Japan and China are ranked highly as food destinations[Gol13]. An Overview of Food Trails and Wine Trails Food and wine trails can be described as a mapped out route consisting of various producers of different foods and wines. What sets them apart is that individuals are primarily invited to tour such trails in order to get a firsthand experience of the production process of the various foods and wines they consume on a daily basis. Food trails also offer visitors a chance to sample dishes that may be new or foreign to them. Australia has a number of food and wine trails in every state. For example, South Australia has several wine trails in Adelaide such as the Adelaide and Adelaide Plains, The Adelaide Hills and Barossa[The146]. Food trails are also of note in within the region. Some of the popular stop over’s on the route include the Penfolds Magill Estate, Kangaroo Island, Balfours’ frog cakes, Victoria Square and  Maggie Beer’s Pheasant Farm in the Barossa[The146] Experiences from the Food Trail and Wine Trails The first realization I had when I took part in a food trail and wine trail was that they were more than just about food. It was more about the social and cultural experience. First of all, the two offer you a chance to sample the way of life in that particular region. The vineyards and farms I visited were rooted deep in tradition. You could sense that the individuals had great pride in what they were doing. They gave you the impression that what they were producing were not mere foods and beverages, but a reflection of who they were, it was their identity so to speak. Each stop on the trail was like opening a door to a culture to which I had previously been blind. Moreover, the experience offered me a unique/ refreshing way to know the country. The wine yards and country side was scenic, and one gets to appreciate the beauty all along the country side. Secondly, the two give you a chance to appreciate what you eat and drink. For example, visiting a vineyard introduced me to a process that was alien to me in retrospect. Being taken through the wine making process introduced me to a world and a process I previously assumed I knew. Moreover, you get to sample the different wines and learn how to properly take them in order to enhance the whole experience. Apart from that, most vineyards have a long history and visiting them is like a walk through the history pages. The whole trip had a thrill and a sense of adventure I never thought it would have. Lastly, the experience was most rewarding to me because gave me a new perspective about food and healthy living. Food trails and wine trails not only teach you about the food culture but also introduce the quality aspect into the experience. Throughout the journey, every producer, restaurant owner and vineyard stressed on was the quality of the ingredients? They held their product to a very high set of standards. Consequently, the experience leads one to make a deep examination of his or her eating habits and patterns as well as the actual food taken. The food and wine trails were a truly remarkable introduction into gastronomy. The experience allows you to not only enjoy the food and wines but also introduces you to the culture, traditions and workmanship behind the cuisine. The two brought out the whole essence of gastronomy, and that is a deeper appreciation of food and beverages. Moreover, the trip reinforced the notion that gastronomy is indeed moving away from its elitist background. In my travel I encountered individuals from different backgrounds with a common passion for food and wines. Any class barriers that existed could did not stand out. Link between Gastronomy and Tourism Food tourism/gastronomic tourism is already a global multibillion dollar industry[Cro10]. For an increasingly larger number of tourists the cuisine of the destination is just as important as the destination itself[Jai11]. For example, the primary demand for food and wine accounts for nearly 600,000 in Europe yearly, while the secondary demand for them accounts for nearly 20 million trips annually[O]. The prospects for the future of the industry are also positive with experts projecting yearly growths of between 7% and 12%[O]. Moreover, some tourists are so discerning that they make the trips based on the gastronomic experience on offer rather than the scenery or other attractions[Tim09]. For instance, research concluded that visiting restaurants is the most popular activity carried out by American tourists both domestically and internationally[O]. The UNWTO report finds that gastronomic tourism is especially advantageous to rural communities because they are in most likely to be the ones that have preserved the traditional cuisines and methods of food preparation. The report highlights the fact that food tourism offers these communities a new avenue for revenue generation[O]. More so the investment into such an economic activity is minimal because the more authentic the meals are the more alluring and intriguing the destination and experience becomes to the tourists[Hal13]. The growth in popularity of gastronomic tourism can be attributed to several factors. First of all, it offers a fresh and unique approach to travel[Yeo12]. Overall, culture and traditions are increasingly being marketed as tourist attraction[Smi13]. Gastronomy, offers individuals to experience both through food and beverages. Secondly, the art form is geared towards creating a vibrant and unique social experience[All07]. Tourists / visitors are encouraged to not only observe the process but also partake in them as they enjoy the delights on offer. Gastronomy seeks to create a deeper understanding of a region and culture than any other attraction would[Lon13]. For example, food and wine festivals such as Schutzenfest and Tunarama are held in Southern Australia over the summer to celebrate the harvest[The146]. In essence, gastronomic tourism is a unique and lucrative tourism avenue in two ways. First of all it encourages expenditure during the trips. The trails themselves are cost effective, hence, affordable to the average tourist[Mar051]. However, the trails are set up in such a way that the visitors are continuously spending money. Secondly, the social and cultural experience is designed to get visitors hooked to the trails[Mel09]. Therefore, in gastronomical tourism the aim is not only to attract new visitors but also to ensure that the previous ones keep coming back. Conclusion From the discussion above several key issues are evident. First of all, it can be argued that even though Australia’s tourism sector is strong, more needs to be done to ensure that the country maintains its competitive edge in the region[OEC12]. Gastronomic tourism offers an avenue for this competitive edge. At this point it is important to note that the food trails and wine trails already have a strong presence in the country, with the trails in Southern Australia being a prime example[Foo09]. However, more can be done to market these trails to the international as well as the local market. Moreover, given the country’s rich cultural diversity, food trails can be set up to showcase the foods and culture of the immigrant communities[Hen12]. For instance, the country’s large Asian community can be a major attraction in if the cultural differences are exploited positively. In essence, the country is uniquely placed to present a complete Australasian gastronomic experience. Such a unique advantage will in terms of cultural diversity will strengthen the country’s allure to food tourists. An increased number of tourists translates into increased revenues, increased employment levels and a general boost to the economy. References Wor141: , (World Bank, 2014), Tou14: , (Tourism Research Australia, 2014), Oxf141: , (Oxford University Press, 2014), Gil12: , (Gillespie & Cousins, 2012, p. 3), Gil12: , (Gillespie & Cousins, 2012), Gil12: , (Gillespie & Cousins, 2012, p. 4), Gil12: , (Gillespie & Cousins, 2012, p. 6), Gil12: , (Gillespie & Cousins, 2012, p. 8), Gol13: , (Goldberg, 2013), The146: , (The South Australian Tourism Commission, 2014), Cro10: , (Croce & Perri, 2010, p. 46), Jai11: , (Seba, 2011, p. 178), O: , (UNWTO, 2012, p. 48), Tim09: , (Timothy & Teye, 2009, p. 120), O: , (UNWTO, 2012, p. 6), O: , (UNWTO, 2012, p. 4), Hal13: , (Hall & Gossling, 2013, p. 38), Yeo12: , (Yeoman, 2012, p. 117), Smi13: , (Smith & Richards, 2013), All07: , (Allen & Albala, 2007, p. 112), Lon13: , (Long, 2013, p. 17), Mar051: , (Marvell & Hayward, 2005, p. 114), Mel09: , (Smith, 2009, p. 253), OEC12: , (OECD, 2012, p. 112), Foo09: , (Food Trails of Australia, 2009), Hen12: , (Henshaw, 2012), Read More