Tourism: Food, Wine & Festivals - Essay Example

Market segments Kim, Eves & Scarles (2009) posits that spending on eating out during holidays constitute approximately a third of all tourists expenditures. Additionally, tasting of local foods is an essential part of the experiences of tourists. The wine and food consumer tourism market is fragmented into different segments based on the diverse needs and motivations of the consumers. Wine and food tourism business must understand the motivations and characteristics of various consumer segments in order effectively market their products so as to attain maximum sales. Alebaki & Takovidou (2011) further asserts that a deep comprehension of the nature of the wine and food tourists and their needs is a precondition for a successful marketing of wine and food tourism destinations and products. Such segments include the wine lovers segment in the wine and tourism market food lovers segment from the food segment. Wine lovers segment Wine lovers segment are sophiscated wine drinkers. Wine lovers drink wine frequently enough to make planned trips to winery and often have special knowledge of wine. They are well educated about different types of wines and often have read books on wines and previously participated in wine tasting. They are also interested in further learning about wines. Wine lovers are further profiled based on psychographic details, which consists of their motivations. Wine lovers motivations include buying wine, learning about wine and tasting wine at wineries. Wine lovers are also often interested in food and wine links. Wine lovers are an important segment as they represent up to over 5% of all visitors. Food lovers segment Food lovers are visitors whose travel destinations decisions, activities and behavior are influenced by interest in food (Hall et al 2000). Food tasting and consumption and variety seeking behavior consists a retinue of activities that may be engaged by food lovers. Seeking novel foods through novel ingredients and delivery is a key experience for food lovers and may thus be a major motivation for travel (Yeong et al, 2000). Culinary tourism marked by interest in gastronomic experiences such as cuisine tourism and gourmet tourism. Discussion Wine and food lovers market segment seek varied experiences that must be met in order to satisfy their needs. Marketing of wine tourism destinations must take cognizance of such experiences that the wine and food lover market segments. The wine and food lovers motivation shape the key experiences that they seek and these include tasting experiences related to physiology and sociology of taste, cultural experiences such as wine mystique, history of wine or food, regional identity, and wine mystique. Other experiences may relate to sense of place such as lifestyle of local people, décor ay ethnic or local restaurants and physical characteristics. Wine lover segment Wine lovers tasting experience Physiology and sociology identify how individuals taste differs based on varied factors. Tasting wines offers visitors with experiences of pleasure. Wine tasting experiences at wineries can also encourage purchase of wine (Yeong et al, 2000). Wine pairing is another element of the experiences that wine lovers may enjoy. By participating in food-wine matching lessons and experiences in the tours, serves wine lovers need to acquire in-depth knowledge about the specific types of South Australia wines and how they can be matched with different foods. This is crucial for wine lovers in finding a compatible wine for food as it aids in mirroring overall intensity of wine to food thus ensuring that neither overwhelms the other, connecting ingredients in food with those in wine and comparing and contrasting components between food and wine to identify and emphasize on matching (Lologane 2010). Wine lovers cultural experience Wine lovers are highly involved in learning about wine and region of origin of wine may entice them to purchase a specific wine (Harrington 2006). In the itinerary, South Australian wine is marketed as a product that wine lovers should experience. Various regions that have historically attracted visitors over the years and which have made a name among visitors are included in the tour. The reputation of wine from different regions may aid in evaluations of the destinations, preference for wine and knowledge about the wine experiences (Brown & Getz 2005) and South Australia history and reputation as a major wine destination is useful in marketing the destination to wine lovers. Wine lovers should be provided with information regarding the region and its rich history of wine to satisfy their need to learn and gain knowledge about different types of wines and the region of origin. This is attained through wine lessons. This is crucial considering Brown & Getz 2005) study which identified that there existed a preference to purchase wine from one region over the other and such preference was shaped by previous experiences, knowledge regarding the region, and the fame of the region. With a 21% preference for Australian wine as attested in Brown & Getz, 2005 study, wine lovers visiting Australia are likely to seek regional wine destinations. These destinations including a visit to famous destination in South Australia such as Wine lover sense of place Wine lovers sense of place is marked by a desire for experiencing. The décor of the restaurants may play a role in influencing decisions. Visiting local destinations that fulfill the sense of place and the experience is crucial. Visiting a local winery in South Australia as provided by the itinerary may provide the necessary experiences. Food lover segment Food lover tasting experience Tasting experiences includes seeking novel ingredients and delivery of food. This serves the desire and need for novelty seeking among food lovers. In the itinerary, this is provided though visits to food tasting cuisine. Food lover cultural experience Culinary tourists are food lovers and their primary motivation for travel, is food related (Kivela 2006). The visitors may be interested in seeking south Australians foods, understanding the history of the foods, the ingredients and process of preparations. This need may be satisfied in the itinerary through cooking classes. A South Australian traditional dining experience would also serve this need. Food lover sense of place The food lover need for novel foods may heighten their need to taste various South Australian gourmets. Consumption of regional food and beverages and the study of the production from agriculture to cooking may shape the visitors needs (Symons, 1999). This need is attained by providing a tour through various beer sites. Conclusion Wine and food tourists are not homogeneous. In order to understand wine and food visitors it is crucial to identify their needs and motivations and subsequently segment them so as to provide them with the experiences that would satisfy their needs. Food lovers and wine lovers are tow segments in food and wines categories respectively and they have distinct needs and motivations that guide their desired experiences. Such experiences include tasting, sense of place and cultural experiences and these have been matched with food lovers and wine lovers thereby identifying various activities that should be planned for the two segments. \ Food and wine Itinerary The itinerary is targeted to wine and food lovers’ market segments. The itinerant includes key destinations and events related to food and wine experiences that food and wine lovers should not miss. These experiences are geared at satisfying the needs of wine and food lovers by providing exotic experiences on South Australia wine and food. Visitors will also have a chance for a firsthand experience of the preparation of South Australia remarkable wines and foods and a chance to interact directly with the wine makers. Visitors will acquire exquisite knowledge on the South Australia wines and foods. Cooking classes Provides food lovers with opportunities to learn how to cook various foods of their choice. Food cuisines An opportunity to visit famous food cuisines in South Australia Food and wine trail at Barossa valley Food and wine trail such as the cheese and wine trail at the Barossa valley where visitors can make their way around wine sites. Tours along food and wine routes Chocolate tour involving walking between chocolate stores of Adelaide and drinking coffee at various stops. Bush food trail at Adelaide The bush food trail of the Botanic gardens where participants learn how the Aborigines obtained food from natural resources in the gardens Traditional dining experience Tasting of foods that are considered Australian such as Granny smith apple, fairy breda, pavloca, lamingtons, tim tams among others. Shopping for foods at Adelaide local market Provides visitors with an opportunity for food lovers to sample different food items that are not available in their culture. Wine lessons Lessons on major wines, their preparations process, and a brief history of South Australian wine Wine tasting at wineries An opportunity to visit major wineries in South Australia Wine buying Provide visitors the opportunity to purchase major wines from South Australia directly from the wineries. Food and wine linking Allows visitors to learn the local foods and identify which wines match with which foods. Meeting of wine makers Provides wine lovers with opportunity for a one-on-one interaction with wine makers to learn about the process and intricacies of wine making References Alebaki, M, Olga, L. 2011. Market Segmentation in Wine Tourism: A Comparison of Approaches.Tourismos, 6: 123-140 Brown, G & Getz, D. (2005). Linking Wine Preferences to the Choice of Wine Tourism Destinations, Journal of Travel Research, Vol 43, pp 266-276 Harrington, R.J. (2006). Defining Gastronomic Identity: The Impact of Environment and Culture on Prevailing Components, Texture and Flavors in Wine and Food, Journal of Culinary Science and Technology, Vol 4, no 2/3, pp 129-152. Hall, C.M; Sharples, L; Cambourne, B & Macionis, N. (2000). Wine tourism around the world: Development, Management and Markets, Oxford: Butterworth-Heinemann. Kivela J, Crotts J, 2006, Tourism and gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination, Journal of Hospitality & Tourism Research, 30: 354-377 Kim, G., Eves, A., Scarles, C. 2009. Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28: 423-31 Symons, M. (1999). Gastronomic authenticity and sense of place, in proceedings of the CAUTHE National Research Conference 1999. Yeong, G., Anita, E., Caroline, S. 2000. International a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28: 423-431 Read More

 

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