Food and the Tourism Experience
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Food and the Tourism Experience

The OECD-Korea Workshop

Tourism is a major part of the contemporary experience economy, in which food plays an important role. Food is a key part of all cultures, a major element of global intangible heritage and an increasingly important attraction for tourists. The linkages between food and tourism also provide a platform for local economic development, which can be strengthened by the use of food experiences for branding and marketing destinations.
One of the major challenges in the experience economy is dealing with the shift towards intangible culture and heritage.  The focus of many tourists has changed from the classic 'must see' physical sights such as museums and monuments towards a ‘must-experience’ imperative to consume intangible expressions of culture, such as atmosphere, creativity and lifestyle.  This provides new opportunities for tourism destinations as well as new challenges, particularly in the areas of experience development, marketing and branding.

This publication provides an understanding of the role of food tourism in local economic development and its potential for country branding. It also presents several innovative case studies in the food tourism sector and the experience industry.

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    http://oecd.metastore.ingenta.com/content/8512021e.pdf
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Publication Date :
22 Feb 2012
DOI :
10.1787/9789264171923-en
 
Chapter
 

Gastronomy as a key factor in branding Spain You do not have access to this content

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    http://oecd.metastore.ingenta.com/content/8512021ec009.pdf
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Author(s):
Enrique Ruiz de Lera
Pages :
115–122
DOI :
10.1787/9789264171923-9-en

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Spain has become a name in the world of gastronomy. However, in the global all-out war for gastronomic influence, there are still many challenges for Spain including the need to: improve the gastronomic offer; globally create a brand image; increase Spanish restaurants abroad; develop the tapas concept; become a global reference point for culinary education; and provide tools for travellers to design their experiences and to connect with them (emphasising quality, authenticity, value, substance and comfort). Mass-customisation is becoming a new trend and with this new challenges are unfolding for the food tourism sector.