1. Food, Wine & Tourism Marketing

2. Outcomes To understand definition of tourism, food and wine marketing To identify the segmented market food and wine tourism is targeted at To identify the profile of a gastro tourist To understand the importance of marketing food and wine tourism

4. Specific characteristics to distinguish it apart from more general goods

5. 1. Intangible

6. 2. Perishability

7. 3. Inseparability

9. Services Marketing Mix Source: Booms and Bitner, 1981

10. Segmentation Socio-economic Geographic Psychographic (Social distinctiveness) Demographic Behavioural

14. When in Rome do as the Romans do

15. Age: 40+

16. Gender: 36% Male, 64% Female

17. Motivations: escape, unwind, luxury, indulgence

18. Marital Status: 53% married

19. Income: 69% have income >$40,000

22. Phase 2 - Investigation and planning, making choices, finding out, purchase decisions.

23. Phase 3 - Departing, travelling, doing, experiencing, visitor centres referrals, local maps, guides and itineraries

24. Phase 4 - Interpretation, on site guides, brochures, tasting notes, specials of the day. Source: www.wfa.org.au

26. Authenticity is about food that is simple, rooted in the region, natural, ethical, beautiful and human

28. Activity Can you name the top ten food and wine destinations in the world???? http://www.smh.com.au/ftimages/2008/10/15/1223750112486.html

30. Wine-growing countries: religious festivals & celebrations

31. Festivals provide great opportunity for destination to encourage tourists to revisit

32. Wine festivals – effective promotional tool

33. Build customer loyalty

34. Holidays have strong relation to food & drink

35. Thanksgiving (Turkey day)

36. Christmas (food & drink)

37. St.Patrick’s day (drink)

39. Food & Wine festivals

40. Belfast - Epcot

41. Scotland - Manchester

42. Tasmania - Annecy

43. Melbourne - Japan

44. California - South Beach

46. Obesity rates double

47. Youth culture gravitating toward fast food

48. London: With over 40 Michelin-starred restaurants

49. More restaurants than the food metropolis' that are New York or Tokyo

51. Denbies, Three Choirs & Chapel Down

52. English Wine Centre

53. English wine becoming increasingly popular

55. Case study: wine tourism in the uk

57. For the past 12 years they have been offering holidays in locations selected for their character and stunning surroundings

59. Holidays available in Italy, UK, Thailand, France, Greece and Spain

60. Access to lesser known locations

62. Hall, M., C. And Sharples, L. (2008) Food and Wine festivals and events around the world, Butterworth-Heinemann, UK

63. Palmer, A. (2007) Principles of Services Marketing, 5th Edition, Berkshire: McGraw-Hill