The Food Based Tourism Issues - Research Paper Example

Introduction As a dynamic and creative sector of the tourism industry, food based tourism is continuing to grow considerably with tourism based destinations realizing the value in this sector. Take an example of Australia that boasts of its rich cuisine of both indigenous and colonial origin. Australias colonial period established a solid Anglo-Celtic with background from which most of its recipes and style methods are derived, however with immigration of several cultures bringing in complex food cultures such as Asian and Mediterranean foods the Australian cuisine has gradually been influenced such as Chinatown located in Sydney that has contributed to the growth of the countrys diverse cuisine.. The country produces readily available fresh produce with most of the population residing along areas near or at the coast, such areas posses popular fish and seafood cuisines, in contrast with the other temperate regions of Australia that eat foods according to the season such as rhubarb, zucchini and asparagus commonly eaten during spring. For example Tetsuya restaurant rated as one of Australias best restaurant’s provides a difusion of Asian and western cuisines based on both Japanese and French preparation techniques served in its Japanese garden setting. In addition restaurants like Lagoon Seafood restaurant provide unforgettable seafood dining experienced of fresh sea foods like prawn and Queensland’s crabs. Australia has the third largest fishing zone in the world with plentiful access to seafood’s such as prawn, salmon, lobster and tuna and 60 other species. The Australian cuisine contains seafood varieties such as King George whiting, Jew fish and yabby. Fish and chips consisting of deep fried fish and chips are yet another popular fast food that originated from the United Kingdom and continues to remain popular. On top of seafood cuisines, tourists have the luxury of enjoying aqua marine based sports such as fish sporting of the Barramundi specie and Flathead fish that are popular sports and table fish all over Australia. Australias wine industry ranks as the fourth top global wine exporter contributing 760 million liters’ of wine to the global industry, every state in Australia produces wine mainly in the southern parts of the country like New South Wales, Victoria and Western Australia. Famous wine districts like Hunter Valley with producers like Rosemount and Lindemans attracting local and international tourists in addition, beer is also popular with prominent brands like Fosters which is commanding global respect. Australias regional cuisine in the southern areas such as Coutler (2010, p13-25) says Victoria particularly Barossa valley has wines and cuisines that reflect the regions heritage, this is because early settlers in Barossa brought their German traditions which have heavy influenced the regions cuisine as seen in dishes such as Mettwurst, Bratwurst sausages and Lachsschinken, other Australian foods include Vegemite, Violet crumble which is a sort of honeycomb chocolate bar, chiko roll and dim sim a dumpling of Chinese inspiration. State of Australia’s wine industries Saan, et al .(2010) states that Australias wine industry is progressive and well known for its good quality products, its market consistently delivers wines of high grade and value for money that match the lifestyles of their clientele. The countrys per capita consumption stands at approximately 25 liters annually which a considerable rise considering the previous decade. Lucas (2012, p4-6) notes that the Australian wine market has undergone a major rise in exports in both the areas of value and volume across the global market, the countrys market players continue to deal in wine exports as demand increases globally in major markets. Locally this has sustained market growth at a maintainable rate, Poccock, et al. (2011) mentions the different wine regions in Australia to include Queensland, Tasmania and New South Wales produces different varieties if wine and styles based in their terrain, climatic and soil type feature. Predominant types produced include Shiraz, Merlot, Pinot Noir and Sauvignon Blanc wines are normally labeled with name and grape variety. Comparing a local and an international market player One prominent Australian wine producer is Penfolds founded in 1844 by an English physician Christopher Rawson; it is among the oldest wine producers and a strong brand and wide product coverage in the country. It operates a range of vineyards in the Southern wine regions producing varying varieties, with several wine products such as Thomas Hyland Shiraz, Yattarna Chardonnay and Grange 2007. Glyn (2008, p12-15) notes that Penfolds’s major customers fall into the category of premium buyers which means they spend highly on its products. The company crafted its brand to stand for a solid premium segment although its portfolio is broad enough to accommodate even other affordable brand names. Its marketing strategy is to attract customers first, then gradually move higher on the value chain. Penfolds’ customers are those with high disposable incomes generally from a business background with an average age of 35 years and more. It has engaged in strategies to gain the loyalty of its customers which has worked because some of its product brands have presented continued strong sales long after they were launched 4-5 decades ago, because of this even its customers prefer its products and as such they a loyal to the brand and strive to promote it even among other wine consumers. In addition, Penfolds’s customers have undergone transformation over the years moving to other premium brands in the companys portfolio, this has been much due to the successful product profiling that has attracted customers to the brand and lured then to move across the market chain. This has led to a stronger demand by its customers for luxury wines from the producer which has seen an overall increase in sales. Illand, et al.(2004) says because Penfoldss products have a different wine taste and texture that is achieved during the production process, this has created a situation where its customers want more of its products which has allowed the company to stay as a major wine producer in Australia. In addition to stay as a major play in Australia’s wines market, the company has embarked on implementing a marketing strategy that involves strategically placing its products in locations where its main clientele frequent like duty free shops at major airports in Australia. Penfolds aims at gaining not only the domestic market but the export market as well, this is because it has been involved in business with its foreign customers in the UK, US and Europe due to changes in taste by its local Australian customers towards its wines. As such a two pronged strategy has been developed to gain both local and international customers; the Penfolds brand has been promoted aggressively which has separated the company from its competitors. Over the years it has diversified its product portfolio to include both premium and affordable products to cater for customers with different income levels, for example a deal was made with Londons exclusive wine boutique Hedonism to sale complete sets of Penfold Grange one of the companys finest products. Another major Australian wine producer is Lindemans founded in 1843 by Henry Lindeman and currently owned by Treasury Wine Estates, it is generally considered a major producer of reasonable wine of good quality at an affordable price. Originally known as Foster’s, Lindemans winery underwent an evolution in late 2006 to what is currently is today as a global wine brand. In its early inception, Geoffrey (2000, p6-13) mentions how Lindeman’s undertook research that showed its international customers new its brand name but did not know where it came from, this prompted it to incorporate wines from other countries to extend the reach of its brand and make the brand more recognized than the wine itself. Ian and Brendan (2000) note in their research that Lindemans uses marketing strategy commonly used by luxury fashion brands to attract customers where more than three products are put into the market and circulated so as to attract the attention of top consumers and media attention such that even an ordinary consumer would buy their wine products. Both Lindemans and Penfolds marketing strategies differ in a way that Penfolds focuses on both its local and foreign markets with attention given to both while Lindemans mainly focuses its resources on the international market, in addition while Penfolds aims to gain customers with different income levels by producing both premium and affordable wines Lindeman produces exclusive wines mainly targeting its clients with higher incomes. Careful examination of both wineries shows that Pinfolds’ strategy has broadened its market scope thereby attracting more customers unlike Lindemans that has limited its self to only its exclusive customer’s therefore limiting its market scope. Conclusion: The food and wine tourism industry in Australia is inspired by its natural and fresh produce influenced by its society of multiple cultures that provide amazing sea food dishes and top wines coming from the country’s several great locations. Visitors have the variety of cafes and fine restaurants to choose from. References Coulter, A.D., 2010. Post-bottling spoilage: who invited Brett? Australian and New Zealand grape grower and winemaker. Sydney Pocock, K.F. Salazar, F.N. Waters, E.J., 2011. The effect of bentonite fining at different stages of white winemaking on protein stability. Australian Journal of Grape and Wine Research. Australia . Iland, P., Bruer, N., Ewart, A., Markides, A., Sitters, J., 2004. Monitoring the winemaking process from grapes to wine: techniques and concepts. Australia Lucas, R,. 2012. An analysis of the oversupply of wine in Australia and progress of the voluntary industry restructure. Foundation for Alcohol Research and Education. Saan, E., Rachel, C., Sophie, C., Robert, K, Patty, P,. Bill, B,. 2010. Drivers of regional agritourism and food tourism. Sydney. Glyn, W. 2008. Will drought erode the competiveness of Australias wine industry?. Monash University. Geoffrey, L. 2010.The Australian Wine Industry: An unsustainable boom and inevitable bust. Melbourne Business School. Ian, M,. Brendan,S,. 2000. Australias Wine Industry: Collaboration and Learning as Causes of Competitive Success. Monash University. Read More