Gastronomy and Tourism - Victoria Markets - Case Study Example

Gastronomy and Tourism Name Course Lecturer Institution Date The executive summery Gastronomy is an art which has been practiced over the decades. Being the art or activity of cooking and eating of food, Gastronomy can assist to a large extent in boosting tourism in whatever part of the world. The Victoria market in Melbourne is widely known for the beehive of tourism activities that takes place. It can also boast of the practices in gastronomy with the many schools and colleges offering the required lessons on the same. The Haigh’s chocolate which is also located in Melbourne is a centre of tourism attraction due to the spicy art in the service of best made foods as well as the tourism services. The discussion of gastronomy as a key component of tourism is a welcome idea due to the very critical part it plays in the revenue collection it brings to the region. The article examines the best lessons learnt from the hotelier management and the best tourism related practices. It also examines the relationship between gastronomy and tourism in the modern business practices. The examination of how gastronomy has hugely contributed to the thriving tourism business in Melbourne is also discussed in details. The impact of gastronomy on the increasing tendency of tourist’s attraction to the Australian Melbourne city is a clear manifestation of the impact that gastronomy have on boosting tourism and trade level. Above all gastronomy has economic and social impacts on the society that it thrives on. And as such a wider scope understanding of gastronomy is brought to light, not only as a tourism booster. Introduction Gastronomy by itself can be described as the understanding of anything that has connection with the proper and efficient nourishment of human beings (Kivela & Crotts, 2006). The art of gastronomy ensures that here is a proper and effective conservation of the mankind by the best food possible. The art of gastronomy provides a chance for everyone to have an extended lifetime though the observation of healthy and proper nourishment living practices. Gastronomy can be expounded on two major fronts which includes the full enjoyment of the very best foods and drinks the one is provides with. The enjoyment of the foods comes as a result of the proper preparation of the meals, as well as, the healthy standards observation. The other aspect is related to the discipline that includes all the items into which food enters. The practice of Gastronomy dates back to the 500BC when the Chinese developed a complicated art of naming food other that using the simple known names. They learnt and developed a way of dealing and handling grain products from which most of their delicacy were drawn (Mair & Jago, 2010). The increase in the number of tourists in the Melbourne city of Australia is accorded to the food related activities in the Victoria market. The market by itself which boasts of over one century in operation is widely known for its rich history in fresh food supply, not only in Australia but to the entire world. The Haigh’s chocolate, yet another of the traditionally founded industries in the city, has a high chunk of tourist visits to its location. The attraction to these sites is not attributed to the marvelous structures bestowed, but to the food related practices they are well known for. Gastronomy, therefore, stands out as one of the main stems from which tourism thrives the world over. Victoria markets and tourism Victoria markets remains as the premier market in Victoria State. It is a beehive of activities pumping with life and thrives on the food business that dominates its main livelihood activity (See appendix 1). The market had an environment which accommodates positive competition between the retailers in its stalls. The friendly competition has seen the continuous rise of its status in the world economy as one of the main cultural attraction places in the Melbourne city. There is an atmosphere for the efficient attention to the customers in the market and as such the old warm charm to the customers remains the core reason as to why the market continues to dominate the Victoria State with fanfare and tourist-related activities. There is a vibrant cosmopolitan atmosphere in the market at all times. It is arguably the main historical site in the Melbourne city and has been in place for over 130 years so far. The market spreads over seven acres of land stretching to the southern end of Australia. It is a true reflection of the Australian cosmopolitan life selling almost everything from the Australian fruits both indigenous and genetically modified. The market also is popular for the selling of fresh vegetables from the farmer’s farms. The market offers gourmet of foods and fanfare hardware of clothing and souvenirs. Food is a very central point of Victorian market activity. There are many eateries and drinks, more than catch the eye. The great concentration that is given to the each of the food materials that are served in the eating joints in the market place is astonishing. The market is a very serious culinary point with nearly all types of foods, ranging from burger joints to swish eateries. The chefs are of big names a status that attracts tourist even more to the market. The thriving and lively bar scenes is a spectacle worth beholding and as such there is even greater need to embrace the art of customer service to meet the bulging demands for service and attention. The hotels in the market place are well organizes serving customers with takeaways upon request. The foods are served in packed containers that allow the customers to carry for hoe consumption. It is enviable to the entire Australian population the recorded number of visitors that keep trooping to the Victorian market on annual basis (See Appendix 1). The demand for food is also amplified by the evidence of large trucks of food that supply an increasing amounts of food materials to the food joints. The food supply is attributing to the very fact that there is an urgent need to meet the overwhelming numbers of requests from the many visitors who may need the special menu of specified dishes. The restaurants business in the market location is a testament of the intensity of activities that dominate the environment for the longest time to come. The bars and lodgings provide ambience to the visitors to feels a sense of accommodation and security and encourages the feeling of security amongst them. Too this end, the market ranks high up the grade in terms of service delivery and customer service. Melbourne, which doubles as the second most populous city has continually recorded a high number of visits on annual basis. By the end of March, 2014, the city had up to 57 million residents, visitors inclusive. The Queen Victoria market in the Melbourne city is a fresh food market, which is very popular. It boasts of a historic landmark and tourist attraction record and as an institution in Australia. Kikuchi & Ryan (2007) in their journal Street markets as tourist attractions describes the food art in the Victoria markets as of enviable standards owing to th e variety of fresh choice it provides to the shoppers who come from all over the world to visit. The market by itself spreads over the city blocks and can accommodate up to 600 retailers. The movement in the market is so intense that it clearly brings a true reflection of the city’s cosmopolitan inhabitation. The queen Victoria market offers a wide range of shopping baskets comprising of fruits of all kinds, vegetables with seasonal products over the year. The market is well known for specializing in organically produced fresh products meat, wine and coffee. The gastronomy art is not left out of the market’s rich heritage as it remains one of the main centre of attraction in as far as the food attraction is concerned. In the discussions of good tourism practices by Robinson & Novelli, (2005), there is special and friendly customer service from all the market operators offering a wide range of food products. Many people who travel to the Victoria market give a testimony of the unique treatment which they receive unlike the common practice in many parts of the world. The market is made up of deli hall, which provides an artisan Chinese well prepared and dressed meat and other forms of takeaway food. There is a delicacy for different people from different part of the world, such as the traditional indigenous vegetables often fund in Africa. Then specialty with which the food is made in Victoria market translates to the very reason as to why it remains above many other areas of the Melbourne city in attracting tourists. The market is a heritage of food festival, an occasion which is attended by a wide number of people, both local and tourists. In the Journal of sustainable tourism Everett & Aitcheson (2008) write that this food festival offers chance for the exhibition of different types of food by different person and as such, it is fixed in the markets calendar to ensure that the date does not pass uncelebrated. Gastronomy, therefore, by definition, remains a very central part of the tourism attraction in the Melbourne city being, given the degree of food activities that takes place at the Victoria markets. It is encouraging to know that despite the modernization of marketing activities, such as the food baskets in the supermarkets and shopping malls, the Victoria market stands as the most popular market place in Melbourne. According to Kikuchi & Ryan (2007), this attribute of offering unique variety of food products singles out as the main reason for the tourists flocking the market at any time, thought the year. However, the market is open five days a week with the Sunday being a carnival atmospheric with exited crowds flocking it. The guided tours also takes their noble act of highlighting the market’s food to the visitors. They describe the shopping culture and history to the tourists who come to the market. Haigh’s chocolate contribution to tourism Haigh’s chocolate was started in the year 1915. It is now exactly one century old since it came to being, enjoying four generations of management. It makes up to 250 different products at its factory in Parkside. The factory makes quality chocolate from cocoa beans that are sourced from around the world. It has attained a global recognition from the quality of premium chocolate that it has always provided over the past century. Haigh’s chocolate is a true manifestation of how gastronomy can impact on the tourism activity of a given area. The care which is given to the chocolate making process remains enviable for the aspiring chocolate providers. Haigh’s chocolate by itself stands out as the most quality chocolate provides in Australia. It has continually attracted admirers from far and wide to come and witness the chocolate making process in Victoria State. The friendly staff and informative guides are always at hand to assist the visitors with any inquiries that they may have. It is, a core principal of gastronomy that there is proper treatment of all customers. The staffs at Haigh’s chocolate are always happy and willing to assist with any inquiries that may arise from the visitors. The welcoming environment has played a pivotal part in attracting visitors in large numbers to come and experience the ambience and the expertise that arise out of the creativity of chocolate making process. Other factories and firms in Melbourne have benefitted from the constant flow of visitors who flock the factory clamoring for a chance to participate and witness the great products that come from the company. In the writing of Kerry (1998) The Haigh's Book of Chocolate, it is indicated that the customers and visitors are always provided with free samples of chocolate to try. The satisfaction and gratitude that arise from the customers makes them want to come over and over again. Haigh’s chocolate is accredited with the best customer service in the Victoria market. The hosts take the visitors around and explain to them the various options to buy which provide the touring population with the fond memories worth treasuring. The art, by which the chocolates are made with different ingredients, is alone a way by which the market for the Haigh’s chocolates continues to dominate the chocolate market both locally and internationally. The Haigh’s chocolate staff offers free lecture on as to how chocolate are made. Visitors are taken through a friendly and clear process on the process of chocolate manufacturing. The smelling of the beans and nuts that are used in the chocolate making process also provides additional benefits to the personal visits of the factory for one to learn more on the chocolate making process. The making of Haigh’s chocolate is a pattern of clearly spelt steps that levels the outcome crunchy and tasty. The cocoa beans have different flavours and tastes depending on the variety and the origin. The beans are sourced 30% from the outside countries like Ghana and the other percentage locally. The quality beans are then put through a proper heating process that turns them into liquid of cream chocolate. The roasting and the winnowing of the outcome are done in the kettle roaster at a high temperature to enhance the colour of the chocolate. It helps with removing the resultant moisture. The winnower is able to remove the outer husk of the beans and blow it away all the same. With the husks blown away, the cocoa beans remain small nibs with very sweet aroma and flavor that attracts anyone with taste (See Appendix 2). The cocoa beans are then ground under intense heat and mixed properly under pressure tom give rise to liquid cocoa mass that is warm and dark still. The liquid which is still bitter in taste is then mixed with cocoa butter, vanilla and icing sugar. Milk powder is added in case of making of milk chocolate paste. The paste is put through stainless steel that rolls it to finer particle size and eventually to very fine powders. The rolling stage is responsible for the smooth and softness of the chocolate (Kerry (1998). The stage in the chocolate processing process that involves conching is done by the use of large and deeply heated machine that undergoes hours of aeration and mixing. The aeration provides for the proper mixing and the paste turning back to liquid momentarily to attain the silky texture to obtain perfection. With the final product, the Haigh’s company is now able to create any other chocolate product that would be ready for retail. The Haigh’s chocolate provides eight special blends that are developed from the blend. These blends assists highly by creation of unique premium blends only found from the Haigh’s stock. The eight different blends have their own unique aroma which is distinctive from any other chocolate. As indicated in the work of Kerry (1998) The Haigh's Book of Chocolate, the blends assure the customers of promised quality, flavor and delivered freshness and taste. The gastronomy art ensures that the Haigh’s chocolate retains its identity and the necessary skills to further create award winning chocolate in Australia. The Haigh’s chocolate remains unique in the market, unrivalled by any other in the retail shelves of most sellers. In this belief, it is a practice that conforms to its objectives and manifesto that refers to the best provision of quality service and chocolate that has made it stand out all this while. Haigh’s chocolate factory is committed to keeping its traditional manufacturing methods and maintenance of the product quality to beat any rivalry from the other chocolate firms. The most effective way of retaining and retaining the quality of chocolate made is by the use of batch method of cooking. This method consists of 20 batches of different batches per day hence the always fresh chocolate for sale at any time. The chocolates are hand-finished and packed into boxes, and thus the attractiveness it beholds. According to Kerry (1998), the Haigh’s team created as a whole new recipe and fine tune some of the traditionally used methods of chocolate preparation on annual basis. The creation of the new recipe is in order to ensure that there is provision of diverse sections of chocolate that are delicious. Up to this far, the Haigh’s variety are up to 250 in number. This is large enough to satisfy the diverse section of the market and meets each person’s taste buds. These and more are a clear indication that gastronomy can hugely contribute to tourism in a place. The constant visits by people in the Haigh’s chocolate are a manifestation that there is a lot to benefit in tourism terms in as far as gastronomy is concerned (Robinson & Novelli, 2005). The place has now become more of a tourism attraction other that the factory it has always been. The company reaps in large sums benefits from the revenues earned even to the Melbourne city as well. It also benefits popularity being that it markets itself from the quality of products that it produces. Conclusion Gastronomy, as an art, is becoming a very important attribute in the creation of a destinations and travels (Everett & Aitchison, 2008). Literature supports the deep and well explained relationship between gastronomy and tourism to a deeply understandable measure. It is clear that tourists often return to a destination so as to sample gastronomy of the area. Food is a very important aspect in as far as tourism is concerned. As discussed in the cases of Victoria market and the Haigh’s chocolate factory. The quality of food is able to determine the niche that a place takes in the tourism industry. Gastronomy plays a very vital role in the way tourists experience an area. The tourists experience alone should be a motivation enough to the gastronomists to ensure they impact quality into the food and the service they offer to the tourists (Mair & Jago, 2010). Travelers are found to influence other to travel to particular destinations to as to experience its gastronomy. The connection between gastronomy and tourism in this context cannot be therefore separated completely. References Everett, S., & Aitchison, C. 2008. The role of food tourism in sustaining regional identity: A case study of Cornwall, South West England. Journal of sustainable tourism, 16(2), 150-167. Kerry, C. 1998. The Haigh's Book of Chocolate. Wakefield Press. Kikuchi, A., & Ryan, C. 2007. Street markets as tourist attractions—Victoria Market, Auckland, New Zealand. International Journal of Tourism Research, 9(4), 297-300. Kivela, J., & Crotts, J. C. 2006. Gastronomy tourism: A meaningful travel market segment. Journal of Culinary Science & Technology, 4(2-3), 39-55. Mair, J., & Jago, L. 2010. The development of a conceptual model of greening in the business events tourism sector. Journal of Sustainable Tourism, 18(1), 77-94. McKercher, B., Okumus, F., & Okumus, B. 2008. Food tourism as a viable market segment: It's all how you cook the numbers!. Journal of Travel & Tourism Marketing, 25(2), 137-148. Robinson, M., & Novelli, M. 2005. Niche tourism: An introduction. Niche Tourism: Contemporary Issues, Trends and Cases, Elsevier Butterworth-Heinemann, Oxford, 1-14. Appendix 1: Victoria Market Figure 1 Fruits on display Figure 2 Take away foods on display Figure 3 Groceries on display Figure 4 Tourists and Shoppers at the market Figure 5 Meats on display Figure 6 Groceries on display Figure 7 Fish on display Appendix 2: High’s Chocolate Figure 8 Variety of Chocolate on display Figure 9 Shoppers at High's Chocolate Figure 10 Chocolate assortments Figure 11 Chocolate assortment Figure 12 More Assortment Figure 13 High's Chocolate’s employee at work Read More