the taste of north jutland food, production, experience and place henrik halkier, tourism research...
TRANSCRIPT
THE TASTE OF NORTH JUTLANDFood, production, experience
and place
Henrik Halkier, Tourism Research Unit – [email protected]
THE TASTE OF NORTH JUTLANDFood, production, experience
and place
Henrik Halkier, Tourism Research Unit – [email protected]
1. Taste of North Jutland – what and why?
2. Wider perspectives: Markets, networks, place branding
3. Case study: Local food to international tourists
4. Beyond Taste of North Jutland
TASTE OF NORTH JUTLANDin a nutshell
What? Website in Danish Promote producers of
quality food in region Targets professional buyers
Why? Strengthen collaboration
between producers Build regional food cluster Supplement customer-
oriented activities (food festival, food theatre, …)
Who? North Jutland region Local authorities National ministeries Major food producers VisitNordjylland
Henrik Halkier, Tourism Research Unit – [email protected]
TASTE OF NORTH JUTLAND- wider perspectives
What/not? Focus on quality products rather than high-volume mass production Focus on small(ish) niche producers, NOT big mass producers Support creation of new high-end niche markets Through loosely-coupled network (visibility >> direct interaction)
Why/not? Assumed market failure: Small producers less visible / cooperative Assumption that place is added value (additional quality) Assuming that small producers can more easily be influenced Soft cluster governance, initiative mainly with private actors
Henrik Halkier, Tourism Research Unit – [email protected]
TASTE OF NORTH JUTLAND- wider perspectives
Core characteristics Internal networking >> direct promotion Combining cluster building AND place branding
Cluster challenges A fragmented industry with external ownership Long tradition of mass-production Cluster-building an element of wishful thinking
Place-branding challenges Place-branding through food: The Taste of Anywhere / Nowhere Absence of recognisable unique selling point / profiling External and/or internal audiences?
Henrik Halkier, Tourism Research Unit – [email protected]
LOCAL FOOD TO INTERNATIONAL TOURISTSCase study
From tempting prospects of synergy … tourists will eat anyway food experience add to attraction of destination local food an exotic quality boost local food production directly/indirectly Reduce consumption of food imported by tourists
… to international food experience production chain regional food experiences must be produced regional food made accessible to visitors attractions of regional food communicated to visitors regional food experiences demanded by visitors ??
Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU – [email protected]
FT
F
FT
T
RDA
DMO
INTER/NATIONAL CONTEXT
Exchangeto be
increased
Communication
= +
Organi-sation
= Localise suppliers Market local products
+ Build cross-sectoral networks
Food tourism destination brand
LOCAL FOOD TO INTERNATIONAL TOURISTSStrategic alternatives
Henrik Halkier, Tourism Research Unit – [email protected]
Focus on local and/or quality food desirable well-off visitors extension of season
Key actor interviews food producers food retailers local policy makers
tourism / DMOs food / RDA networks
(local trade council)
LOCAL FOOD TO INTERNATIONAL TOURISTSResearch design
Henrik Halkier, Tourism Research Unit – [email protected]
Production and perceived demand: local food experiences, tourists and locals, what qualities?
Private drivers: financial crisis, limited private resources, strength in numbers, a unified product
Private conditions: product complementarity, limited direct competition, brand compatibility
Private results: producer-driven collaboration, cross-referrals, supplier relations, bottom-up networks
Public aims: bridging actors, bundling products, knowledge sharing, access
Public initiatives: Network, distribution channels, branding
LOCAL FOOD TO INTERNATIONAL TOURISTSMarkets and networks matter
Henrik Halkier, Tourism Research Unit – [email protected]
Many strategies unfolding, synergies Links to wider strategies for extending season? Holliday homes: Self-catering and beyond? Degree of fit with development of food demand by
(international) tourists?
Communication
= +
Organi-sation
= Localise suppliers Market local products
+ Build cross-sectoral networks
Food tourism destination brand
LOCAL FOOD TO INTERNATIONAL TOURISTSMarkets and networks matter
Henrik Halkier, Tourism Research Unit – [email protected]
BEYOND TASTE OF NORTH JUTLAND- some policy pointers
Implementation Review of food resources / entrepreneurs Review of demand trends Long-term projects of networking and marketing Different (food) cultures of producer groups / intermediaries
Politics Copy / paste strategies, sexy policies, follow the money Fiercely competitive market for speciality food / place branding Internal versus external audiences Need to be seen to address traditional sectors
Henrik Halkier, Tourism Research Unit – [email protected]