- Email: [email protected]
Food tourism: A practical marketing guide
Book Reviews / Annals of Tourism Research 54 (2015) 222–242
233
and traditions, and their herbs and wild plants. The latter have—because of the harsh Nordic climate—a much more intense taste than those from moderate climates. If in warmer regions like Mediterranean diners are used to marriages of food and wine, in Nordic countries instead of wine, the bride is the nature and deserves admiration and gratitude for making big (of taste) out of small (vegetation). The last chapter allows insight into the importance of local cuisines as part of national identities. UNESCO listed some cuisines as ICHC (Intangible Cultural Heritage Convention) on its list of World Patrimony. Being a part of their intangible heritage, cuisines play a major role in UNESCO’s Creative Cities Network: cities where gastronomy contributes to their points of excellence can apply for the recognition as UNESCO Cities of Gastronomy. All contributions on spices cultivating properties start with very thorough descriptions (including names of different properties’ owners during their history): a bit too detailed to assure the reader’s full concentration and attentiveness from the first till the last page. What seems to be missing in this book are several stories associated with spices: e.g. black pepper has been used as a spice in India since at least 2000 BCE; that peppercorns were a much prized trade good, often referred to as ‘‘black gold’’ and used as a form of money; or that salt from the Adriatic Sea (tasting better than rock salt) was one of the most frequently smuggled goods during the Austria-Hungary Empire-times in Europe. Stories about these facts could be part of the story-telling or integrated into the spice routes even though none of them has a chapter in this book. Some quite similar chapters on spice islands do not bring a lot of value added to the reader and could be replaced by chapters presenting more in-depth information on the use of spices and herbs in healing procedures. Many tourists travel to spice destinations for medical reasons, hoping local traditions could help them heal. One of the chapters could also deal with spices in beauty treatments, e.g. wellness-treatments with ‘‘local/regional herbal touch’’. Sonja Sibila Lebe Faculty of Economics and Business, University of Maribor, Razlagova 14, 2103 Maribor, Slovenia Tel.: +386 2 22 90 000; fax: +386 2 22 90 217. E-mail address: [email protected] Assigned 27 August 2014. Submitted 7 February 2015. Accepted 18 February 2015. Available online 13 July 2015 http://dx.doi.org/10.1016/j.annals.2015.05.009
Food tourism: A practical marketing guide By John Stanley, Linda Stanley. CAB International, 2015, xviii + 241 pp. (figures/photos, index). $45.00 Pbk. ISBN: 978-1-78064-502-5. This book is a new welcome addition to food tourism practice and literature. The book has ten sections, divided into four parts. In the first part, the authors present an introductory chapter followed by a chapter titled ‘‘The Changing Tourists’’. This chapter clearly explains the current food tourism playground in terms of the recent changes and developments taking place in tourism and food tourism activities. The second part contains four chapters: ‘‘On-Farm Marketing and Activities’’, ‘‘Off-Farm Marketing and Retailing’’, ‘‘Agri-Entertainment’’, and ‘‘Agri-Tourism and Accommodation’’. These four chapters explain marketing and management activities under major classifications of food tourism. Part Three starts with an examination of marketing and management activities in ‘‘Independent Garden Centres and Nurseries’’ focuses on the design and presentation of the food offer. Part Four concludes with overall marketing activities, and the future of food tourism.
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Book Reviews / Annals of Tourism Research 54 (2015) 222–242
Food is regarded not only as being a basic necessity for human consumption, but also an essential element of an overall touristic product and tourist experience (Hegarty & O’Mahony, 2001; Hjalager & Richards, 2002; Ignatov & Smith, 2006; Jones & Jenkins, 2002; Koc, 2013; Smith, 2014). Moreover, as food enables tourists to evolve from being mere sightseers to active participants in their holiday, it is an integral part of tourism (Cohen & Avieli, 2004). Food tourism should not be confused with gourmet tourism. Gourmet tourism represents only 8% of all food tourism (WFTA, 2013). Food tourism is a fast growth sector that covers many related phenomena. It has grown 30% over the last decade and it offers many opportunities for entrepreneurs. The book emphasises the blending of tourism and retailing and explains in simple and clear English, yet extensive in scope and depth. The authors use many interesting photos and facts to facilitate understanding. This is a beautifully written book that presents rich and interesting content to its audience—food tourism entrepreneurs, would-be entrepreneurs, academics, and students at all levels in the field of food tourism and tourism. As the authors are seasoned food tourism experts with many years of experience, and are food tourism entrepreneurs themselves, they show throughout the book that they have a full grasp of food tourism activities. The book is full of practical advice and tips, organised under suitable headings and supported by facts and figures from research studies. The recommendations and tips provided in the book are comprehensive and cover a wide spectrum from sanitary issues, numbers and sizes of tables to parking spaces in the parking lots, pricing, signage and taking care of children. The book takes the reader on an interesting and a pleasant journey from the production of food by the producer to its consumption by the tourists. It should be noted that the book is also powerful as it encourages the academic reader often stop and take notes to use in class but also to inspire her/him for interesting future research ideas. References Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755–778. Hegarty, J. A., & O’Mahony, G. B. (2001). Gastronomy: A phenomenon of cultural expressionism and an aesthetic for living. International Journal of Hospitality Management, 20(1), 3–13. Hjalager, A. M., & Richards, G. (2002). Still undigested: Research issues in tourism and gastronomy. In A. M. Hjalager & G. Richards (Eds.), Tourism and gastronomy (pp. 224–234). London, United Kingdom: Routledge. Ignatov, E., & Smith, S. (2006). Segmenting Canadian culinary tourists. Current Issues in Tourism, 9(3), 235. Jones, A., & Jenkins, I. (2002). A Taste of Wales— Blas Ar Gymru: Institutional malaise in promoting Welsh food tourism products. In A. M. Hjalager & G. Richards (Eds.), Tourism and gastronomy (pp. 113–115). London, United Kingdom: Routledge. Koc, E. (2013). Inversionary and Liminoidal consumption: Gluttony on holidays and obesity. Journal of Travel & Tourism Marketing, 30(8), 825–838. Smith, S. L. (2014). Tourism analysis: A handbook. Routledge. WFTA (World Food Travel Association). (2013). What is Food Tourism? Retrieved 04.04.2015 from http:// www.worldfoodtravel.org/our-story/what-is-food-tourism/.
Erdogan Koc Balikesir University, Department of Business Administration, Bandirma Faculty of Economics and Administrative Sciences, Bandirma Kampusu, Bandirma, 10200 Balikesir, Turkey Tel.: +90 0266 738 09 454748; fax: +90 0266 738 09 46. E-mail address: [email protected] Assigned 15 March 2015. Submitted 10 April 2015. Accepted 13 April 2015. Available online 1 June 2015 http://dx.doi.org/10.1016/j.annals.2015.05.008
233
and traditions, and their herbs and wild plants. The latter have—because of the harsh Nordic climate—a much more intense taste than those from moderate climates. If in warmer regions like Mediterranean diners are used to marriages of food and wine, in Nordic countries instead of wine, the bride is the nature and deserves admiration and gratitude for making big (of taste) out of small (vegetation). The last chapter allows insight into the importance of local cuisines as part of national identities. UNESCO listed some cuisines as ICHC (Intangible Cultural Heritage Convention) on its list of World Patrimony. Being a part of their intangible heritage, cuisines play a major role in UNESCO’s Creative Cities Network: cities where gastronomy contributes to their points of excellence can apply for the recognition as UNESCO Cities of Gastronomy. All contributions on spices cultivating properties start with very thorough descriptions (including names of different properties’ owners during their history): a bit too detailed to assure the reader’s full concentration and attentiveness from the first till the last page. What seems to be missing in this book are several stories associated with spices: e.g. black pepper has been used as a spice in India since at least 2000 BCE; that peppercorns were a much prized trade good, often referred to as ‘‘black gold’’ and used as a form of money; or that salt from the Adriatic Sea (tasting better than rock salt) was one of the most frequently smuggled goods during the Austria-Hungary Empire-times in Europe. Stories about these facts could be part of the story-telling or integrated into the spice routes even though none of them has a chapter in this book. Some quite similar chapters on spice islands do not bring a lot of value added to the reader and could be replaced by chapters presenting more in-depth information on the use of spices and herbs in healing procedures. Many tourists travel to spice destinations for medical reasons, hoping local traditions could help them heal. One of the chapters could also deal with spices in beauty treatments, e.g. wellness-treatments with ‘‘local/regional herbal touch’’. Sonja Sibila Lebe Faculty of Economics and Business, University of Maribor, Razlagova 14, 2103 Maribor, Slovenia Tel.: +386 2 22 90 000; fax: +386 2 22 90 217. E-mail address: [email protected] Assigned 27 August 2014. Submitted 7 February 2015. Accepted 18 February 2015. Available online 13 July 2015 http://dx.doi.org/10.1016/j.annals.2015.05.009
Food tourism: A practical marketing guide By John Stanley, Linda Stanley. CAB International
234
Book Reviews / Annals of Tourism Research 54 (2015) 222–242
Food is regarded not only as being a basic necessity for human consumption, but also an essential element of an overall touristic product and tourist experience (Hegarty & O’Mahony, 2001; Hjalager & Richards, 2002; Ignatov & Smith, 2006; Jones & Jenkins, 2002; Koc, 2013; Smith, 2014). Moreover, as food enables tourists to evolve from being mere sightseers to active participants in their holiday, it is an integral part of tourism (Cohen & Avieli, 2004). Food tourism should not be confused with gourmet tourism. Gourmet tourism represents only 8% of all food tourism (WFTA, 2013). Food tourism is a fast growth sector that covers many related phenomena. It has grown 30% over the last decade and it offers many opportunities for entrepreneurs. The book emphasises the blending of tourism and retailing and explains in simple and clear English, yet extensive in scope and depth. The authors use many interesting photos and facts to facilitate understanding. This is a beautifully written book that presents rich and interesting content to its audience—food tourism entrepreneurs, would-be entrepreneurs, academics, and students at all levels in the field of food tourism and tourism. As the authors are seasoned food tourism experts with many years of experience, and are food tourism entrepreneurs themselves, they show throughout the book that they have a full grasp of food tourism activities. The book is full of practical advice and tips, organised under suitable headings and supported by facts and figures from research studies. The recommendations and tips provided in the book are comprehensive and cover a wide spectrum from sanitary issues, numbers and sizes of tables to parking spaces in the parking lots, pricing, signage and taking care of children. The book takes the reader on an interesting and a pleasant journey from the production of food by the producer to its consumption by the tourists. It should be noted that the book is also powerful as it encourages the academic reader often stop and take notes to use in class but also to inspire her/him for interesting future research ideas. References Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755–778. Hegarty, J. A., & O’Mahony, G. B. (2001). Gastronomy: A phenomenon of cultural expressionism and an aesthetic for living. International Journal of Hospitality Management, 20(1), 3–13. Hjalager, A. M., & Richards, G. (2002). Still undigested: Research issues in tourism and gastronomy. In A. M. Hjalager & G. Richards (Eds.), Tourism and gastronomy (pp. 224–234). London, United Kingdom: Routledge. Ignatov, E., & Smith, S. (2006). Segmenting Canadian culinary tourists. Current Issues in Tourism, 9(3), 235. Jones, A., & Jenkins, I. (2002). A Taste of Wales— Blas Ar Gymru: Institutional malaise in promoting Welsh food tourism products. In A. M. Hjalager & G. Richards (Eds.), Tourism and gastronomy (pp. 113–115). London, United Kingdom: Routledge. Koc, E. (2013). Inversionary and Liminoidal consumption: Gluttony on holidays and obesity. Journal of Travel & Tourism Marketing, 30(8), 825–838. Smith, S. L. (2014). Tourism analysis: A handbook. Routledge. WFTA (World Food Travel Association). (2013). What is Food Tourism? Retrieved 04.04.2015 from http:// www.worldfoodtravel.org/our-story/what-is-food-tourism/.
Erdogan Koc Balikesir University, Department of Business Administration, Bandirma Faculty of Economics and Administrative Sciences, Bandirma Kampusu, Bandirma, 10200 Balikesir, Turkey Tel.: +90 0266 738 09 454748; fax: +90 0266 738 09 46. E-mail address: [email protected] Assigned 15 March 2015. Submitted 10 April 2015. Accepted 13 April 2015. Available online 1 June 2015 http://dx.doi.org/10.1016/j.annals.2015.05.008