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Cyprus Breakfast for Cypriot Hotels

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Cyprus Breakfast for Cypriot Hotels ‘Cyprus Breakfast for Cypriot Hotels’ Final Submission January 2014 Pafos Regional Board of Tourism Acknowledgments We would like to thank the Cyprus Destination Partnership for trusting and supporting us in preparing this important research work for improving the authenticity of the tourism experience in Cyprus. We strongly believe that the concept of a Cyprus Breakfast and the framework associated with it, as suggested herein, could create a new unique selling point for the hotel industry and become the flagship of the Cyprus Food Tourism product. We would also like to express our gratitude for the excellent co-operation in this project, to Suzannah Newham and Julie Middletton of the Travel Foundation, Monika Liatiri and Lygia Dermatis of the Cyprus Tourism Organisation, Philippos Droushiotis and Irene Yiasemi of the Cyprus Sustainable Tourism Initiative. The research work for the concept of the ‘Cyprus Breakfast’ has taken place from September to December 2013 in the regions of Pafos and Polis. The Project Team has been co-ordinated by Savvas Maliotis and supported actively by Nasos Hadjigeorgiou, Nikolas Tsifoutis, Agni Photiou, Florentia Kythreotou and George Kassianos. The team covers the full spectrum of expertise in tourism and hotel management, agrofood and gastronomy and possess a wealth of knowledge on Cyprus’ gastronomic heritage. Savvas Maliotis Project Coordinator 4th January 2014 This report has been prepared by the partnership of A.M. Filagrotiki Consultancy Ltd and the Pafos Regional Board of Tourism Ltd. www.filagrogroup.com www.visitpafos.org.cy 2 Cyprus Breakfast for Cypriot Hotels Contents Executive Summary ......................................................................................................................................5 1. Need Identification & Project Objectives ...............................................................................................6 1.1 The Sun & Sea concept Vs the emerging consumer trends ........................................................6 1.2 Cost cutting impairs travellers’ food experience and undermines sustainable practises ........7 1.3 A Cyprus Breakfast for enhancing the tourist product ..................................................................7 1.4 The Project’s objectives .....................................................................................................................8 2. Background Information ...........................................................................................................................9 2.1 Defining Food Tourism ......................................................................................................................9 2.2 Food Tourism, an emerging trend for the world travel industry ................................................ 10 2.3 Current experiences on the concept of breakfast with regional or country character ........... 11 2.4 The concept of traditional food ...................................................................................................... 11 2.5 Support to the local community ..................................................................................................... 12 2.6 Sustainable issues into the food selection process .................................................................... 13 3. Description of tools and methodology ................................................................................................ 14 4. Hotel industry behavior - perceptions & practices for preparing the breakfast menu ................ 16 4.1 The research tools used ................................................................................................................. 16 4.2 The decision making process for selecting and presenting the breakfast menu ................... 17 4.3 Understanding consumer perceptions.......................................................................................... 18 4.4 Defining and supporting the authentic, traditional character .................................................... 19 4.6 Description of the supplier base .................................................................................................... 22 4.7 Willingness to support the concept of the Cyprus Breakfast .................................................... 24 4.8 Presentation and room decoration ................................................................................................ 25 5. Evaluating consumer perceptions and preferences ......................................................................... 31 5.1 Methodological tool ......................................................................................................................... 31 5.2 Quantitative Analysis of responses ............................................................................................... 33 6. Focus Group Discussions..................................................................................................................... 39 6.1 Methodological approach ............................................................................................................... 39 6.2 Observations & suggestions noted from Focus Group 1 .......................................................... 40 6.3 Observations & suggestions noted from Focus Group 2 .......................................................... 41 7. Concluding observations and framework clarifications .................................................................... 42 7.1 Hoteliers perceptions summarised ............................................................................................... 42 3 Cyprus Breakfast for Cypriot Hotels 7.2 Consumers’ perceptions summarised .......................................................................................... 44 7.3 Other Stakeholders’ perceptions and expectations.................................................................... 45 7.4 SWOT analysis ................................................................................................................................ 45 7.5 Key considerations .......................................................................................................................... 46 8. A proposed framework for establishing the Cyprus Breakfast....................................................... 48 8.1 ‘Cyprus Breakfast’ is the communication tool for Food Tourism .............................................. 48 8.2 Suggested criteria for the ‘Cyprus Breakfast’ implementation .................................................. 49 8.3 Product categories for making up the traditional product portfolio ........................................... 51 8.4 List of traditional products for preparing information material................................................... 52 8.5 Organising Body & Organisational structure ............................................................................... 53 8.6 Flow chart for granting the Cyprus Breakfast logo ..................................................................... 54 8.7 Planning for the implementation of the second (pilot execution) phase ................................. 54 8.8 A closing note ................................................................................................................................... 55 Appendices 1. Food Tourism diagram 2. Methodology chart 3. Traditional Product Mapping 4. Proposed List of products that can be included in the Cyprus Breakfast 5. List of hotels in the selected sample 6. Hotel Industry questionnaire 6.1 Greek version 6.2 English version 7. Questionnaire to consumers 7.1 English versions 7.2 Russian version 8. Focus groups list of participants 9. Sample brochures for traditional products 10. Photos of breakfast at various hotels in the Pafos & Polis regions 4 Cyprus Breakfast for Cypriot Hotels Executive Summary The objective for creating value added to the Cypriot hotel industry stems from the need to find ways of escaping from the channel of continuous price competition, in which substantial part of the industry has been trapped. Furthermore, strategic planning demands that value creation must follow the emerging consumer trends of the international travel industry. There is ample evidence to suggest that consumers are looking more for authentic experiences rather than ‘artificial’ or ‘globally identical’ travel destinations. Consumers, especially of an upper market status, are also becoming more sensitive on ethical issues, expecting from hotels responsible behaviors in protecting the environment, caring for the local communities and supporting the socially and economically deprived people. Among the emerging consumer trends, food tourism ranks high, especially among travelers with better educational and economic status. Although Cyprus does not fall among the established brands for gastronomy tourism, it possesses a substantial gastronomic tradition, closely linked to its history and culture. Being situated on the crossroads of civilisations with deep rooted history and existence, Cyprus’ food treasures have been influenced by the cultures of different invaders, rulers and shaped into what one may term as an authentic experience. In this context, the concept of a Cyprus Breakfast can support a new branding proposition for the hotel industry based on the authentic and traditional character of the local cuisine and act as an umbrella promotion tool for supporting the Cyprus Tourism Industry. This research work concludes
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