The Importance of Gastronomy for Tourism - Case Study Example

THЕ RЕРОRT ОF GАSTRОNОMY Introduction………………………………………………………………………………………..2 Gastronomy and Tourism…………………………………………………………………………2 The Growing Popularity of Gastronomy………………………………………………………….3 The Hunter Valley Wine Trail…………………………………………………………………….6 Lessons Learnt…………………………………………………………………………………...10 Conclusion……………………………………………………………………………………….11 Bibliography……………………………………………………………………………………..13 THЕ RЕРОRT ОF GАSTRОNОMY Introduction Gastronomy is a great source of tourism potential for any country. In Australia, spending by international visitors on wine, food and culinary experiences in 2013 alone stood at over $4 billion. Gastronomy refers to any tour experience during which the person gets to consume, learn about and appreciates food and drinks that are a reflection of the host culture, cuisine or heritage (Santich 2009). Tourism may be defined here as the process in which people relocate to places away from their home environments for business, leisure or some other purpose for a period not exceeding one year consecutively (Zainal et al. 2012). Considering the activities associated with gastronomic activity, it is definitely a component of the tourism industry. This report identifies the ways in which gastronomy is a tourism product with reference to site visits to a farmers’ market and a wine trail. Gastronomy and Tourism Food and wine have, through tourism market research, been found to be a strong factor influencing decisions relating to holiday destination. It is also the strongest emotive factor, coming even before class and beauty in the determination of such destinations (news.com 2014). Gastronomic tourism refers to a situation where travelers get to learn more about new places through local food. The trend has seriously grown in some areas of Europe, and is projected to expand in the same way within Australia. Gastronomy is however not entirely about gourmet foods, but also involves whatever is considered memorable, authentic and unique about a place. Cheese-mongers, brewers, bakers, fishermen and winemakers for instance help to define the setting of tourism, as they are part of the culture (Symons 2007). Market tours and farmers’ markets have been gaining a lot of popularity both in Australia and the world in general, hence contributing to the growing significance of gastronomic tourism (Tsiotsou & Goldsmith 2012). The Growing Popularity of Gastronomy At the domestic level, many Australians are generally keen on finding greater in-depth cultural experiences. As a result, aspects such as food foraging and wine festivals are increasingly becoming a major part of the country’s tourism industry (Zainal et al. 2012). Theobald (2013) explains that there has been a great shift from the traditional passive tourism where for instance a person goes viewing natural attractions and historic monuments to a new interest in engaging with local populations so as to get a better feel of authentic experiences. Tourists are increasingly pursuing transformational experiences that will ultimately change their lives, and these are best achieved through the consumption of food and interaction with the local culture of the tourist destination. Tsiotsou & Goldsmith (2012) note that in addition, there is a general trend among consumers where they are becoming more conscious about the issue of sustainability. Farmers are therefore also under pressure to ensure that whatever activities they engage in is sustainable; hence, the farmers market becomes a good illustration of sustainable tourism. The Orange Grove Organic Food Market The land in New South Wales is among the most fertile in the country. Crops such as rice, wheat, grapes, nuts, exotic fruits and oranges are cultivated there. Beef production is also significant, and because of this, it is possible to get a lot of seasonal and freshly harvested items. These are found in restaurants, farmers' markets and restaurants that can easily be found around. An organic food market provides an open air market where fresh fruits and vegetables, Certified Organic Foods and Artisan Gourmet Produce can be found (Zainal et al. 2012). The Orange Grove Organic Food Market takes place on Saturday mornings starting from 8am to 1pm. It takes place at the Orange Grove Public School in Leichhardt. By around 9am, the place is already full of organic foods ranging from chicken to meat, dried foods, bread, vegetables and fruits. There are a lot of pastries and fresh breads, organic coffee, fresh French beans, eggs, smoked trout, vegetarian dishes, a variety of herbs and teas and honey. There are a lot of antiques, clothing and plants in the market. One is able to get seasonal farm products, a lot of salami, smoked salmon, Aussie truffles and French cheese among other nice foods. Refreshments can easily be found in the market. Juice and smoothie stalls around serve delicious and fresh products. There are coffee carts which serve quite tasty cappuccinos. Interesting to note was that there were a lot of gourmet delicacies from other places for instance Argentina and France. One can also find good Guatemalan coffee, as a result of which a person with great interest in quality food is likely to prefer going there than to the usual restaurant if nearby. The place has a lot of producers who might be supplying items to leading eateries in Sydney and beyond. The main distinguishing characteristic of businesses at the market is the commitment of their owners to environmental issues. In addition, another interesting feature of business that would attract any food enthusiast is that all vendors allow buyers to have a sample of everything before purchasing. The atmosphere at the market is generally good, as everyone around seems to be very passionate about food, its source and the general idea of sustainability. Even the sellers sound like they are mostly there for the love of taking part in a noble venture than simply seeking money. The types of stalls available are extremely varied hence any kind of taste or preference is catered for. The sellers are also very friendly. The sellers are in most instances interesting to talk to and are willing to discuss most of the issues surrounding their business. By shopping around, it is possible to buy everything that one would need for an entire week. The experience was fun as it offered a chance to interact with other fun-loving people who are concerned about their environment and the health of the buyers of their products. A food fan will definitely realize that the produce at the market is much fresher and cheaper than the vegetables and fruits taken from supermarket shelves. By going around the market, it is possible to pick an entire week’s meals, complete with desserts. The items sold are not only food, but also arts and craft. The Hunter Valley Wine Trail Hermitage is generally associated with Hunter Valley wines. The Hunter Valley is among the oldest wine-producing areas in Australia. Travel in the region is in itself a refreshing experience for any tourist, with a lot of Australian bushland and rolling fields all the way. One can get to taste about 20 different types of wine, in addition to learning the art of wine-tasting, which is usually a great area of interest for visitors (Symons 2007). There are also cheeses and other local produce that they can get to taste while around. The Hunter Valley wine trail comprises of twenty one wineries and vineyards and one gourmet place. Completing its tour was therefore considered impractical, but through visiting three main establishments, it was thought possible to understand their functioning, and the kind of experience that they offer tourists. Being a centre of such tourism, all the establishments within the trail have set times for visits, and generally allow groups of 6 to 8 visitors at a time by prior booking, so as to ensure that the experience is as private as possible. From a brief assessment, a good wine trail tour would involve going to at least three wineries, where in each, there is the provision for visitors who get a chance to do some private wine-tasting. Good accommodation for visitors is provided at Pokolbin, hence making it a good tourist destination. One can begin with the tasting of high quality red and white wines and home-made pancakes. There was also a visit to one of the most highly regarded boutique wineries in the Hunters range, named Misty Glen. Here, one can be offered a tour during which there is an elaborate barrel tasting activity, followed by the tasting of premium wines. The agent can easily arrange for these to be highly private. At lunch time, one can go for lunch in one of the many restaurants within, and in each, there is the serving of great wines. The Misty Glen Wines This is a boutique Vineyard that lies right beneath the Hunter Valley region. Visitors are allowed to sample some of its products within a relaxed atmosphere that is set in the midst of its vines. One will be able to experience a broad variety of wines, mainly of the unique Sparkling Chambourcin and traditional Semillon varieties. Meals are also served, and guests can have their dinner or lunch at its well-made verandah. DenMar Estate This is among the smallest wineries in size within the Hunter Valley but has a reputation of very high quality wines from its vineyard. The varieties available here are Sauvignon, white Semillon, Chardonnay, Cabernet Sauvignon and Pinot Noir. It is possible to access their premises from Friday to Monday and 10:30am to 5pm, and wine tasting is accompanied by chess games for those who enjoy it. The Keith Tulloch Winery A visit here reveals a Cellar door, Private Tasting Room, a Muse Kitchen, a lounge, the manager’s quarters and the winery itself. The firm produces hand-made and carefully produced premium wines that are characteristics of the ideal Australian Hunter Valley tradition. They are produced in small batches, and the visitor gets a feel of what it takes to create prestigious wine. Visitors are allowed to sit at its Cellar Door’s balcony which offers a beautiful view of both the vineyards and the Hunter Valley below. Overall, going for such a trip is highly fulfilling for a food and wine enthusiast. Lessons Learnt From the experience, one gets to know more about the wines, how one goes about tasting and matching with foods. Cellar door outlets also have some in-house local entertainers who keep the music playing for the visitors. It is possible to go to a cheese-makers shop and get to sample some of the local cheeses which are admittedly great. Another option is knowing how to much wine and chocolate, specifically at a food outlet known as the Two fat Blokes Gourmet. Still within the range, there is a brewery named the Hunter Beer Company, in which a lot can be learnt, and visitors are given a chance to sample three of the brews that it produces. Farmers’ markets are arguably among the most promising components of gastronomic tourism. An increasing number of small and large regional food producers are nowadays coming together and establishing Food Trails. These have the effect of mapping out their localities and inviting tourists to come and have a first-hand experience of interacting with the people who generate the country’s food. They also have the chance to find out the difference between the food that is bought for instance in stores, which has gone through a long process of storage and transportation, and that of fresh food that has been taken straight from the farm. From the tour, it is possible to conclude that gastronomic tourism has been getting increasing interest, as a result of which many regional and small businesses have managed to make considerable profit. Just like other kinds of tourism, the search for new experiences relating to food also inspires many people to move from one point to another in the true definition of tourism. As an economic activity, it can therefore also provide revenues that will support other market-related activities. For instance, there are many other businesses that are able to sell their products through gourmet stores. Many others will have the chance to place or serve their products in the local cafés, Visitor Information Centres, Cellar Door Facilities and restaurants. From the visit to Hunter Valley, one learns that wine trails are a perfect example of modern tourism, as one is not only going to look at the plants, but also gets to understand the cultural basis of wine production. In such a visit, the traveler gets to engage with the farmer and get to hear stories related to the area and knowing the foods that are associated with the wine at the local level (Symons 2007). Conclusion Food is among the main determinants of where people go. Food and Wine tourism is among the most significant and expanding subsectors of tourism in Australia. In addition, there is currently a strong drive towards sustainable tourism, and activities such as farmers’ markets, food and wine trails appear to have been heavily affected. Farmers’ markets address all the issues that define tourism, and considering the need to learn cultures through food, farmers’ markets indeed constitute a form of tourism. There are also wine enthusiasts who go out to learn more about the winemaking processes and environments. In the process, they also gain more information about the culture and get to spend money of the industry in general. It is therefore tourism. 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