Relationship between Tourism and Gastronomy - Essay Example

GASTRONOMY AND TOURISM by (Name) Course: Tutor: University: City & State: Date: Table of Contents Table of Contents 2 Introduction 3 Background information 4 Relationship between tourism and gastronomy 5 Gastronomy as a tourism product 5 Food trails in tourism and gastronomy 8 Wholesale market excursions 9 Conclusion 10 References 12 Abend, Lisa (2010). The cult of the celebrity chef goes global. Time Magazine. http://traveltips.usatoday.com/culinary-tourism-1910.html 12 Joe, Melinda (2013) Style over substance: Do celebrity chefs matter? CNN Travel. http://travel.cnn.com/tokyo/eat/tell-me-about-it/style-over-substance-do-celebrity-chefs-matter-574021 12 Karimi, Sabah (2013). What is Culinary Tourism? USA Today, http://traveltips.usatoday.com/culinary-tourism-1910.html 12 Introduction Gastronomy can be described as studying the relationship between food and culture. It also refers to the art of cooking and good eating. It encompasses tasting, preparing, experiencing, experimenting, research, discovery, understanding and then ultimately writing about good food and wine. Tourism, on the other hand, refers to those activities which cause people to move from their usual places of residence for purposes of pleasure rather than work. Pleasure is relative to individual preferences, implying that there are various forms of pleasure in which individuals can indulge. There are different motivations that serve as a driving force for tourism to thrive. These motivations are synonymous to tourist products hence are used to attract tourists to particular destinations. Gastronomy is one such product. Over the years, it has come to be recognized as one of the core tourist attractions. Tourist destinations are currently scrambling for a piece of the pie, with improvements on their gastronomic packages. Subsequently, this form of tourism has come to be known as gastronomic tourism or simply culinary tourism. Food is now considered as a destination for tourists seeking to explore various culinary delights. Gastronomy tourists are mainly considered as explorers in search of an assortment of cuisines linked to various cultural groupings. Observations of gastronomy as part of relevant tourism developments have elicited further study into how the two are related. Both factors aid in each other’s development. This report has done research to establish the relationship between gastronomy and tourism. The paper answers the question of how gastronomy can be understood as a tourism product. It also evaluates the importance of two tourist destinations and how they improve our understanding of gastronomy. Background information Years ago, gastronomy and tourism existed as two different elements. Although food was part of tourism, it was not considered a destination. Other forms of tourist attractions were more highly placed than gastronomy, such as historic sites and natural features. However, in recent years, gastronomy has become a central part in the tourism experience. Destinations and stakeholders in the tourism industry have realized the potential of gastronomy to diversify tourism and enhance local, national and regional economic development. Despite its importance in tourism, gastronomy or culinary tourism had not been previously explored by many researchers. The term culinary tourism was first developed in 1998 by Lucy Long. She defined it as experiencing and participating in the food ways of other persons, including but not limited to preparation, consumption and presentation of food items (Long, 2004, p.46). Additional emphasis is placed on the notion that food makes it easier to experience and appreciate different cultures. A publication of the United Nations World Trade Organization, the Global Report on Food Tourism, offers extensive analysis of the current situation of gastronomy tourism. According to a survey conducted by the organization, 88.2% of respondents consider gastronomy as strategic in defining the brand image of their destination. This is a clear indication of gastronomy tourism as an emerging trend. Food has increasingly become a reason for tourists to visit certain places renowned for their exquisite culinary displays. Additionally, several food events have contributed to tourism in different areas globally. One factor that has promoted gastronomy tourism is the continued global emphasis on healthy living. People worldwide have been caught in the current wave of eating healthy foods. It has impacted tourism by directing majority of tourists to regions emphatic on healthy eating. The emerging cult of celebrity chefs is also on the forefront in the promotion of gastronomy tourism (Abend, 2010, p.1). Certainly; the coming years are going to reflect stiff competition among tourism businesses, regarding who offers the best gastronomy package. Relationship between tourism and gastronomy In order to understand how gastronomy can be a tourism product, one has to establish the relation between the two elements. As mentioned earlier, food was not a significant consideration when sourcing for tourist destinations in past years. Cultural diversity is a major tourist attraction, one which also provides a link between gastronomy and tourism. This is because different world cultures have various cuisines. Tourists are consequently attracted to this factor given they desire to explore fully every aspect of a certain culture. Travel experiences always encompass eating. Tourists have to eat during their adventures. This mere fact itself provides a link between tourism and gastronomy. This is despite the fact that food may not have been their basis for selecting a certain destination. Furthermore, the enjoyment of good food can be classified by many as part of a pleasurable activity. Tourism as described above involves travelling for purposes of pleasure. History can also merge the two concepts. This is because, whenever tourists visit historic sites; the package includes the dishes related to the particular site. Gastronomy as a tourism product With the above information in mind; it becomes easier to describe how gastronomy can be understood as a tourism product. Tourism products refer to the different elements which attract tourists to certain places. Such products include animals, scenery, historic sites and historical events. Gastronomy as a tourism product includes a variety of services and activities which showcase the characteristic products and recipes of a region, the creativity of those that prepare them and the unique tradition of a given destination. Promotion of healthy eating habits can make gastronomy a tourism product. “You are what you eat,” is a slogan that has been highly publicized globally in recent times. Food producers and industries are consequently scrambling to offer a solution to this emerging problem. One such solution has been increased promotion of organic produce. Various tourism destinations have come up with recipes which apparently are of therapeutic value, and which also contribute to good health. Marketing techniques are used to advertise these elusive cuisines and eventually attract tourists. Additionally, some of these products may be seasonal, a factor which is very advantageous to those in the tourism business. This means that tourists will visit certain places at specific times of the year, in order to partake of these foods or drinks. Food and drinks as cultural elements are appealing to tourists. As aforementioned, different cultures have their distinct cuisines. Given that food is part of a society’s social structure, tourists are bound to engage in culinary experiences. When marketing certain cultures, tourism businesses may use their specific cuisines as a strategy to draw tourists. For instance, eating of offal is inclusive of European culture (Goldstein et al, 2005, p.499). Tourists from other parts of the world may thus travel to Europe to taste this meal. Curiosity in this case can also be a guiding factor. The desire to sample foods that are not eaten in their regions drives tourists to different destinations. Another example is that of wines, which are distinctive to certain regions of the world. Wine tasting events and wine trails are considered effective tourist products. Food diversity in different regions worldwide offers basis for tourism to thrive. This diversity implies that some foods are not produced in certain areas, or are not eaten in other regions. For instance, Australians eat kangaroo and emu, animals not found in all parts of the world. Some African communities drink blood; Americans eat squirrels and alligators while the Chinese eat dog and monkeys. These variations in diet are a source of the diversity on which tourism grows. This means that there is a relationship between types of food and certain locations. The emergence of celebrity chefs is a determinant of a gastronomy tourism destination. The cult of celebrity chefs has ensured that tourists travel to sample cuisines prepared by such chefs (Joe, 2013, p.1). Celebrity chefs are those renowned for the mastery in cookery. Tourism businesses use these chefs to market their cuisine. For instance, a restaurant may announce the presence of a celebrity chef during a specific period. Tourists will thereafter flock to the said restaurant. Celebrity chefs are, therefore, the tourism, product being marketed to tourists in this case. Diversification of food preparation methods can also market gastronomy as a tourism product. The study of gastronomy includes the various means by which food can be prepared. Of more importance is the use of molecular gastronomy in food preparation and preservation. This refers to the use of scientific methods in culinary transformations in order to understand the consumer’s sensory perception of a given product. It involves the exploration of existing recipes and the application of scientific technology in refurbishing them, or alternatively creating new dishes. Tourists are drawn to the diversity with which certain meals are prepared. Tourism destinations and businesses which have adopted this technique of food and drink preparation may use it to attract tourists to their restaurants. Tourists are treated to a sensory experience as they sample various cuisines, most of which are prepared differently in other regions. The use of molecular gastronomy in preservation of food ingredients is aimed at extracting a certain desired taste. Promoting national identities has over the years served as a basis for growth of the tourism industry. There are some countries which are largely identified by their gastronomic heritage. Such countries include France and Italy. France is known for its variety of food and drinks, especially wines as well as numerous celebrity chefs. Tourism is, therefore, at the forefront of the French economy because of its heritage in gastronomy. Tourists travel in large numbers to France and Italy to sample their cuisines annually. Other than wines, Italy is known for its preference of meats and a variety of pastries. Promotion of the local heritage is paramount in these societies, hence the use of their cuisines as tourism products. Food and drinks are part of societal history, meaning they can be used as tourism products when marketing a certain region’s history. In these cases, food and drinks are prepared using traditional methods. Food events and wine trails can be used to showcase the gastronomic history of a given area. This also incorporates the cultural aspect of historical societies, including how they are related (Karimi, 2013, p.1). Food trails in tourism and gastronomy These refer to events that showcase food products and which are mobile. This means that the events are conducted from one place to another. These events have increasingly become tourist destinations, with culinary enthusiasts attending them in order to experience gastronomy at its best. In such events, different food products are not just displayed but sessions depicting preparation of food. Furthermore, these events also incorporate the cultural aspect of the society in which they are being conducted. Examples include the Mexican food festival and the Melbourne food and wines festival. Food festivals play a crucial role in understanding gastronomy. For instance, they can be used to showcase different methods of food preparation in a specific society. As aforementioned, there are various methods which can be applied when preparing different cuisines, with regard to different regions. The aim of this differentiation is to bring out a distinct taste that satisfies the senses of those that engage in the meals. One major aspect of gastronomy is satisfaction of the consumer, thus the importance of such events. Food events are instrumental in showcasing produce variety existent in certain regions (Hall et al, 2008, p.99). There are certain plant and animal products that are distinctive of specific regions. The study of gastronomy reveals that there is also a variation in the dominant ingredients used to prepare food in different parts of the world. For instance, flavorings used in Korea include soy sauce, chili and sesame, while those largely used in India are spices such as curry, cumin, ginger, garlic and tamarind. Italy is known for its variety of meats and a site experience in any of its food festivals will reflect the same. Wholesale market excursions Wholesale markets offer a variety of products for sale. Different markets often showcase the produce indigenous to that particular region (Chen, 2007, p.136). This offers a strong base for tourism as people will be curious to sample that which they are not accustomed to. As mentioned earlier, gastronomy incorporates different ingredients to develop a desired end product. In order to do so, excursions to market places are important, especially because it gives an idea of what is readily available for use. After exposure to available products, chefs get an idea of what to include in their dishes. The market displays all that is new and innovative, including imports from other regions. The wholesale markets can be described as tourism products while serving as gastronomic sites. This is because they offer supplements used in gastronomy, as well as marketing the region’s produce to the outside world. Tourists use the wholesale market to source for produce that is both interesting and not available in their places of origin. The market presents an opportunity to interact with both growers and suppliers of food produce (Robinson et al, 2011, p.234). These are the people who have information on culinary attractions. This is because part of what is brought to the market is meant to serve the demand of tourist populations. Through observing products showcased in the market, one is able to predict future trends. Conclusion The discussions above offer valuable insight into the relationship between gastronomy and tourism. The purpose of the report has been fulfilled through the establishment of the means by which gastronomy can be understood as a tourism product. Furthermore, site experiences in the wholesale market and food festivals have facilitated the comprehension of gastronomy. The principles of gastronomy have been implemented in this report, most importantly the sensory aspect of gastronomy. From the information in this report, it is evident gastronomy tourism is fast developing into a new tourism order. This is to mean that soon it will become the focal point of tourism destinations. This is if the current trend is anything to go by. Existing tourism brand are now being repackaged to include unforgettable gastronomic experiences. This all shows how gastronomy has grown to be an important part of our hospitality industries. References Abend, Lisa (2010). The cult of the celebrity chef goes global. Time Magazine. http://traveltips.usatoday.com/culinary-tourism-1910.html Chen, J. S. (2007). Advances in hospitality and leisure. Amsterdam, JAI Goldstein, Darra, Kathrin Goldstein, D., Merkle, K., Parasecoli, F., & Mennell, S. (2005). Culinary cultures of Europe: identity, diversity and dialogue. Strasbourg [France], Council of Europe Pub. Hall, C., & Sharples, L. (2008). Food and Wine Festivals and Events Around the World: Development, management and markets. Taylor & Francis. http://www.myilibrary.com?id=176272. Joe, Melinda (2013) Style over substance: Do celebrity chefs matter? CNN Travel. http://travel.cnn.com/tokyo/eat/tell-me-about-it/style-over-substance-do-celebrity-chefs-matter-574021 Karimi, Sabah (2013). What is Culinary Tourism? USA Today, http://traveltips.usatoday.com/culinary-tourism-1910.html Long, L. M. (2004). Culinary tourism. Lexington, University Press of Kentucky. Robinson, Peter, Robinson, P., Heitmann, S., & Dieke, P. U. C. (2011). Research themes for tourism. Wallingford, Oxfordshire, CABI. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=668910. Read More