Please cite this publication as: OECD (2012), Food and the Tourism Experience: The OECD-Korea Workshop , OECD Studies on Tourism, OECD Publishing. http://dx.doi.org/10.1787/9789264171923-en This work is published on the OECD iLibrary, which gathers all OECD books, periodicals and statistical databases. Visit www.oecd-ilibrar y.org , and do not hesitate to contact us for more information. OECD Studies on Tourism Food and the Tourism Experience THE OECD-KOREA WORKSHOP OECD Studies on Tourism Food and the Tourism Experience THE OECD-KOREA WORKSHOP Contents Chapter 1. An overview of food and tourism trends and policies Part I. Innovation in the food tourism sector and the experience economy Chapter 2. Boosting food and tourism-related regional economic development Chapter 3. Linking local food resources to high-quality restaurants in the Nordic Region Chapter 4. Educating tourists in the art of gastronomy and culture in Italy Chapter 5. Promoting regional cuisine as intangible cultural heritage in Latin America Chapter 6. Developing policy strategies for Korean cuisine to become a tourist attraction Part II. Food, a key factor in tourism and country branding : Case studies Chapter 7. Gastronomy as a key factor in branding Spain Chapter 8. Globalising Korean food and stimulating inbound tourism Chapter 9. The culinary experience: A major pillar of Austrian tourism Chapter 10. Promoting Japanese food culture and products Chapter 11. Promoting food and lifestyle: The French experience Chapter 12. Innovations in Korean culinary tourism ISBN 978-92-64-11059-5 85 2012 02 1 P -:HSTCQE=VVUZ^Z: Food and the Tourism Experience THE OECD-KOREA WORKSHOP OECD Studies on Tourism OECD Studies on Tourism Food and the Tour ism Experience THE OECD-KOREA WORKSHOP This work is published on the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the Organisation or of the governments of its member countries. This document and any map included herein are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area. ISBN 978-92-64-11059-5 (print) ISBN 978-92-64-17192-3 (PDF) Series: OECD Studies on Tourism ISSN 2223-9790 (print) ISSN 2223-9804 (online) The statistical data for Israel are supplied by and under the responsibility of the relevant Israeli authorities. The use of such data by the OECD is without prejudice to the status of the Golan Heights, East Jerusalem and Israeli settlements in the West Bank under the terms of international law. 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Please cite this publication as: OECD (2012), Food and the Tourism Experience: The OECD-Korea Workshop, OECD Studies on Tourism, OECD Publishing. http://dx.doi.org/10.1787/9789264171923-en FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA W The OECD Tourism Com m Korea have carried out extensi v destination attractiveness and c o Tourism and culture are in t Culture on Tourism (2009), w e explained the shift towards i countries are attempting to p o market. Food, by connecting to most noticeable examples of th e The main objective of thi s develop a better understandin g economic development. This between food experiences and t as well as marketing and brand i Food and the Tourism Exp e examples of good practice, authorities. The book covers t h Japan, Korea, Latin America, N drawn from presentations ma d Tourism: International and Lo c The illustrative and innov a relationship between food an d attractive and more competitiv e This report underlines the economic and social growth development and poverty eradi c WORKSHOP © OECD 2012 Foreword mittee and the Ministry of Culture, Sports and To u ve research into the role of food and tourism in e n ompetitiveness, and its potential for country brand i trinsically linked. In a previous publication, The I m e introduced the concept of the experience econ o intangible culture and heritage. A growing nu m osition food as intangible heritage in the global urists to local culture and heritage, is becoming o n e tourism experience. s publication is to help policy makers and prac t g of the linkages between food and tourism, a n report also brings new knowledge on the rel a tourism that can support policy and business deve l ing activities. erience: The OECD – Korea Workshop provides c as well as policy orientations for national a n he following countries and regions: Austria, Fran c New Zealan d, the Nordic region and Spain. It i s de at the OECD- Korea workshop on Korean C u cal Perspectives, in December 2010. ative examples presented in the report show that a d tourism/culture can help destinations to beco m e as locations to visit, work and live in. fundamental importance of food as a nexus of c and diversity, and also as a springboard f o cation. Sergio Arzeni, Director, OECD Centre for Entrepreneurship, SMEs and Local Development FOREWORD – 3 urism of nhancing ing. mpact of omy and mber of tourism ne of the titioners nd local ationship lopment concrete nd local ce, Italy, s largely uisine in a strong me more cultural, or local 4 – ACKNOWLEDGEMENTS FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 Acknowledgements We would like to give particular thanks to Korean authorities for their financial and operational support in the undertaking of this publication; and especially to Mr. Pan Sang Han, Minister-Counsellor, Permanent Delegation of Korea to the OECD, and Ms. Hyeri Han, Assistant Director, International Tourism Division, Korean Ministry of Culture, Sports and Tourism, for their guidance, collaboration and support. The chapters were written by the following experts: Prof. Greg Richards, Tilburg University, Netherlands (chapter 1); Mr. C. Michael Hall, Department of Management, University of Canterbury, Christchurch, New Zealand (chapter 2); Dr. Elisabet Ljunggren, Nordland Research Institute,Norway (chapter 3); Prof. Alberto Capatti, University of Gastronomic Sciences, Italy (chapter 4); Prof. Regina G. Schlüter, Universidad Nacional de San Martin, Argentina (chapter 5); Prof. Tae Hee Lee, Tourism Management Department, Kyunghee University, Korea (chapter 6); Mr. Enrique Ruiz de Lera, Global Head of Marketing and Branding, Turespaña, Spain (chapter 7); Mr. Jong- Moon Choi, Director, Korean Food Service Management Institute, Professor, College of Culture and Tourism, Jeonju University, Korea (chapter 8); Dr. Michael Scheuch, Österreich Werbung/Austrian National Tourist Office, Austria (chapter 9); Mrs. Maïko Murayama, Director, Agri-food department, Japan External Trade Organisation (JETRO) (chapter 10); Ms. Jocelyne Fouassier, Director, Image and Promotion France, Sopexa, France (chapter 11): Ms. Jia Choi PhD. and Mr. Daniel Gray, O’ngo Food Communications, Korea (chapter 12). Mr. Antonio Marquez da Cruz, Secretary-General of the Portuguese Academy of Gastronomy, Portugal, also provided important contributions on Portugal’s experience. The book was prepared under the supervision of Mr. Alain Dupeyras, Head of the OECD Tourism unit. It has been coordinated by Mr. Jeongbae Kim and benefited from drafting contributions from Mr. Peter Haxton. It benefited also from the operational and editing support of Mrs. Adèle Renaud and Ms. Nadia Urmston. The English version of the publication has been edited by Dr. Diane Dodd, Co-founder, ARTidea and OECD Secretariat. Mrs. Jennifer Allain prepared the manuscript for publication. TABLE OF CONTENTS – 5 FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 Table of contents Executive summary ………………………………………………………………………………………………………. 9 Chapter 1 An overview of food and tourism trends and policies by Greg Richards ………… 13 Introduction ……………………………………………………………………………………………………………… 14 Development of tourism experiences …………………………………………………………………………… 14 Culinary tourism experiences ……………………………………………………………………………………… 19 Linking food experiences to tourist needs …………………………………………………………………….. 21 Product development and innovation …………………………………………………………………………… 25 Regional and country branding …………………………………………………………………………………… 31 Implications for policy ………………………………………………………………………………………………. 37 Suggestions for further research ………………………………………………………………………………….. 41 References ……………………………………………………………………………………………………………….. 43 Part I Innovation in the food tourism sector and the experience economy ……………………… 47 Chapter 2 Boosting food and tourism-related regional economic development by C. Michael Hall ………………………………………………………………………………………………………. 49 Cuisine, food and tourism ………………………………………………………………………………………….. 50 Consumer perspectives in food tourism ……………………………………………………………………….. 51 Beneficiaries of food tourism ……………………………………………………………………………………… 54 Intangible assets for regional economic competitiveness ……………………………………………….. 57 Strategies for regional economic development ……………………………………………………………… 59 References ……………………………………………………………………………………………………………….. 61 Chapter 3 Linking local food resources to high-quality restaurants in the Nordic Regionby Elisabet Ljunggren ……………………………………………………………………………………… 63 Rural high-quality restaurants and innovation ………………………………………………………………. 64 Nordic food, tourism and experience industries …………………………………………………………….. 64 Local food in high-quality restaurants ………………………………………………………………………….. 65 Managerial challenges and the experience value chain …………………………………………………… 69 Policy implications for the experience industry and tourism …………………………………………… 71 References ……………………………………………………………………………………………………………….. 73 Chapter 4 Educating tourists in the art of gastronomy and culture in Italy by Alberto Capatti ………………………………………………………………………………………………………. 75 A cultural approach to food ………………………………………………………………………………………… 76 Hospitality networks promoting local products …………………………………………………………….. 77 Knowledge systems in gastronomy tourism ………………………………………………………………….. 79 Culinary models in gastronomy ………………………………………………………………………………….. 80 Interpreting gastronomy …………………………………………………………………………………………….. 81 Eating behaviour ………………………………………………………………………………………………………. 82 Food laboratories ………………………………………………………………………………………………………. 83 6 – TABLE OF CONTENTS FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 The key to gastronomy success …………………………………………………………………………………… 84 References ……………………………………………………………………………………………………………….. 86 Chapter 5 Promoting regional cuisine as intangible cultural heritage in Latin America by Regina G. Schlüter ……………………………………………………………………………………. 89 Local traditions as intangible heritage ………………………………………………………………………….. 90 Latin American culinary heritage ………………………………………………………………………………… 91 Culinary practices and cultural tourism in Latin America ………………………………………………. 94 Sustainable development and local culinary heritage …………………………………………………….. 95 Traditional dishes: Authenticity or adaption? ……………………………………………………………….. 96 References ……………………………………………………………………………………………………………….. 98 Chapter 6 Developing policy strategies for Korean cuisine to become a tourist attraction by Tae Hee Lee………………………………………………………………………………………….. 101 Foodscape ………………………………………………………………………………………………………………. 102 National case studies of food tourism ………………………………………………………………………… 103 City case studies of food tourism ………………………………………………………………………………. 104 Korean strategies for food promotion ………………………………………………………………………… 106 Financial and legal support for Korean food promotion ……………………………………………….. 109 The development of foodscapes ………………………………………………………………………………… 110 References ……………………………………………………………………………………………………………… 111 Part II Food, a key factor in tourism and country branding: Case studies …………………… 113 Chapter 7 Gastronomy as a key factor in branding Spain by Enrique Ruiz de Lera……… 115 Gastronomy as a soft-power ……………………………………………………………………………………… 116 A product and tourism portfolio ………………………………………………………………………………… 117 Creation of new gastronomic products ……………………………………………………………………….. 119 Benchmarking ………………………………………………………………………………………………………… 120 Challenges and new trends ……………………………………………………………………………………….. 121 References ……………………………………………………………………………………………………………… 122 Chapter 8 Globalising Korean food and stimulating inbound tourism by Jong-Moon Choi …………………………………………………………………………………………………… 123 Hansik globalisation ………………………………………………………………………………………………… 124 Globalisation of the food service industry ………………………………………………………………….. 125 History of the food service industry in Korea ……………………………………………………………… 125 Hansik and national competitiveness …………………………………………………………………………. 126 Measures to connect Hansik globalisation and tourism ………………………………………………… 128 References ……………………………………………………………………………………………………………… 131 Chapter 9 The culinary experience: A major pillar of Austrian tourism by Michael Scheuch …………………………………………………………………………………………………… 133 Delivering a strong brand …………………………………………………………………………………………. 134 New-experience zones ……………………………………………………………………………………………… 136 The culinary experience in Austria ……………………………………………………………………………. 138 Innovative cuisine and culinary developments…………………………………………………………….. 139 Responsible food producers ……………………………………………………………………………………… 141 Culinary experience as a pillar of tourism …………………………………………………………………… 143 References ……………………………………………………………………………………………………………… 145 TABLE OF CONTENTS – 7 FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 Chapter 10 Promoting Japanese food culture and products byMaïko Murayama ……….. 147 Food and tourism in Japan ……………………………………………………………………………………….. 148 Disseminating Japanese food ……………………………………………………………………………………. 148 Measures to promote food exports and Japanese food culture ……………………………………….. 151 Placing value on local resources ……………………………………………………………………………….. 152 References ……………………………………………………………………………………………………………… 153 Chapter 11 Promoting food and lifestyle: The French experience byJocelyne Fouassier . 155 Sopexa: a long-term com
