The role of local food in destination marketing : a South African situational analysis

Abstract

In the tourism industry local and regional food holds great potential as a contributor to sustainable competitiveness at a destination. However, from an analysis of the literature and promotional material of South African and key international destinations, there is an indication that the contribution of food to sustainable tourism and the marketing of destinations has received very little attention globally as well as in South Africa. A framework and guidelines for developing and implementing food tourism could enable destination marketers and entrepreneurs to optimise the tourism potential of local and regional food. To this end a Strategic Food Tourism Destination Marketing Framework was conceptualised and was based on the findings of a South African situation analysis and international trends and best practices. The South African situation analysis entailed an empirical investigation into food tourism, a key component of destination marketing in South Africa, to determine its current status, future potential and initiatives. Regional and provincial destination marketing organisations were involved in the research process To support the Strategic Food Tourism Destination Marketing Framework, two key tools were developed, namely FOODPAT (a tourism and culinary atlas linked to a geospatial database) and a Product Potential and Attractiveness Tool. The framework and tools were tested in a South African destination, the Winelands of the Western Cape. Its application revealed that the stakeholder users were successfully provided with mechanisms to develop and implement food tourism. This study presents the key components and gives an evaluation of the framework and tools that were developed. Guidelines and recommendations for the development, packaging and marketing of local and regional foods are postulated. Proposals for future research are put forward. AFRIKAANS : Plaaslike en streeksvoedsel het potensiaal om by te dra tot volhoubare kompeterendheid in toerismebestemmings. ‘n Analise van resente literatuur en promosiematerial van Suid-Afrikaanse en sleutel internasionale bestemmings bevestig dat in Suid-Afrika en wêreldwyd relatief min aandag aan die bemarking en bydrae van plaaslike en streeksvoedsel tot volhoubare toerisme en die bemarking van bestemmings gegee is. ‘n Raamwerk en riglyne vir die ontwikkeling en implementering van voedseltoerisme kan bemarkers en entrepreneurs van ‘n bestemming in staat stel om die toerisme potensiaal van plaaslike en streekskos te bevorder en optimaal aan te wend as ‘n bemarkingsmiddel. Gevolglik is ‘n Strategiese Voedseltoerisme Bestemming Bemarkingsraamwerk gekonseptualiseer, gebaseer op die bevindinge van ‘n Suid-Afrikaanse situasie-analise, sowel as internasionale neigings en praktyke. Die Suid-Afrikaanse situasie-analise het ‘n empiriese ondersoek behels van streeks- en provinsiale bestemmings- bemarkingsorganisasies om sodoende die status tans, toekomstige potensiaal en voedseltoerisme inisiatiewe as sleutelkomponent van bestemmingsbemarking in Suid-Afrika te bepaal. As ondersteuning vir die Strategiese Voedseltoerisme Bestemming Bemarkingsraamwerk is twee primêre hulpmiddels ontwikkel, naamlik: FOODPAT (‘n toerisme- en voedselatlas, gekoppel aan ‘n geografiese databasis) en ‘n Product Potential and Attractiveness Tool. Die raamwerk en hulpmiddels is by ‘n Suid-Afrikaanse bestemming, naamlik die Wes Kaapse Wynlande, getoets en het rolspelers sodoende van hulpmiddels voorsien om voedseltoerisme te ontwikkel en te implementeer. Hierdie studie beskryf en evalueer die sleutelkomponente, asook die raamwerk en hulpmiddels wat ontwikkel is. Riglyne en aanbevelings vir die ontwikkeling, verpakking en bemarking van plaaslike en streekskosse word voorgestel. Voorstelle vir toekomstige navorsing word ook aangedui.