OECD Studies on Tourism OECD Studies on Tourism Food and the Tourism Experience THE OECD-KOREA WORKSHOP OECD Studies on Tourism Contents Chapter 1. An overview of food and tourism trends and policies Food and the Tourism Part I. Innovation in the food tourism sector and the experience economy Chapter 2. Boosting food and tourism-related regional economic development Experience 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 THE OECD-KOREA WORKSHOP 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 Food and the Tourism Experience THE OECD-KOREA WORKSHOP 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-ilibrary.org, and do not hesitate to contact us for more information. ISBN 978-92-64-11059-5 85 2012 02 1 P -:HSTCQE=VVUZ^Z: OECD Studies on Tourism Food and the Tourism 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. 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 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. Also available in Korean: 넁겒隱隵集뙩뾍 OECD- 鲵뼑ꖱ霢뢝봱ꆥ걙 Photo credits: Cover © Alexkava - Fotolia.com Corrigenda to OECD publications may be found on line at: www.oecd.org/publishing/corrigenda. © OECD 2012 You can copy, download or print OECD content for your own use, and you can include excerpts from OECD publications, databases and multimedia products in your own documents, presentations, blogs, websites and teaching materials, provided that suitable acknowledgement of OECD as source and copyright owner is given. All requests for public or commercial use and translation rights should be submitted to [email protected]. Requests for permission to photocopy portions of this material for public or commercial use shall be addressed directly to the Copyright Clearance Center (CCC) at [email protected] or the Centre français d’exploitation du droit de copie (CFC) at [email protected]. FOREWORD – 3 Foreword The OECD Tourism Committee and the Ministry of Culture, Sports and Tourism of Korea have carried out extensive research into the role of food and tourism in enhancing destination attractiveness and competitiveness, and its potential for country branding. Tourism and culture are intrinsically linked. In a previous publication, The Impact of Culture on Tourism (2009), we introduced the concept of the experience economy and explained the shift towards intangible culture and heritage. A growing number of countries are attempting to position food as intangible heritage in the global tourism market. Food, by connecting tourists to local culture and heritage, is becoming one of the most noticeable examples of the tourism experience. The main objective of this publication is to help policy makers and practitioners develop a better understanding of the linkages between food and tourism, annd local economic development. This report also brings new knowledge on the relationship between food experiences and tourism that can support policy and business development as well as marketing and branding activities. Food and the Tourism Experience: The OECD – Korea Workshop provides concrete examples of good practice, as well as policy orientations for national and local authorities. The book covers the following countries and regions: Austria, France, Italy, Japan, Korea, Latin America, New Zealand, the Nordic region and Spain. It is largely drawn from presentations made at the OECD-Korea workshop on Korean Cuisine in Tourism: International and Local Perspectives, in December 2010. The illustrative and innovative examples presented in the report show that a strong relationship between food and tourism/culture can help destinations to become more attractive and more competitive as locations to visit, work and live in. This report underlines the fundamental importance of food as a nexus of cultural, economic and social growth and diversity, and also as a springboard for local development and poverty eradication. Sergio Arzeni, Director, OECD Centre for Entrepreneurship, SMEs and Local Development FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 4 – ACKNOWLEDGEMENTS 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. FOOD AND THE TOURISM EXPERIENCE: THE OECD–KOREA WORKSHOP © OECD 2012 TABLE OF CONTENTS – 5 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 ..............................................................................................