Katia Laura Sidali

Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy

The countryside hosts an increasing number of alternative food networks: rural tourists can play an important role in acting as both consumer and “cultural broker” between these networks. This paper provides a theoretical framework for niche marketing food specialties in rural tourism by combining two different consumer behavioural theories, the “experience economy” and the “intimacy” model, representing a reorientation from classical marketing thinking. It explores the meaning of local food, including the pursuit of reconnection with nature, resilience to globalisation, the role of local food in reinforcing personal identity, the search for freshness, taste and authenticity, support for local producers, and environmental concerns. It considers the challenges for rural entrepreneurs and policy makers in marketing food specialties and rural regions to the post-modern consumer. Using examples derived mostly from secondary literature it identifies seven dimensions that elevate food products to an appealing culinary niche, namely, coherence, anti-capitalistic attitude, struggle against extinction, personal signature, mutual-disclosure, rituals of spatial and physical proximity, and sustainability-related practices. Food providers may use these features to signal food distinctiveness to rural tourists; policy makers can include them in their regional development models to enhance rural tourism without altering historically, socially, and environmentally layered culinary traditions.

The Impact of Online Reviews on the Choice of Holiday Accommodations

In order to reduce information asymmetries in the tourist industry, consumers refer to multiple information sources. Among these, e-reviews are supposed to better reflect quality of information because they are based on consumers’ past experiences. The first purpose of this study is therefore to test within an experimental design whether e-reviews have a predominant or a complementary role on consumer behaviour in comparison with other sources of information (hotel rating system, travel guides and recommendations of travel agents). As expected, e-reviews are the most referential information source. We further use a causal model in order to detect the determinants of trust in e-reviews, and we can show that perceived expertness of e-reviews, credibility of the e-platform and brand familiarity explain more than 60% of trust in e-reviews. The final part of the analysis is dedicated to our third research purpose which is the measurement of the impact of trust in e-reviews on choice of accommodations. A significant and positive influence can be demonstrated. Hence, scientific and managerial implications are discussed.

Organic food labels as a signal of sensory quality—insights from a cross-cultural consumer survey

Organic food labels are promising tools to transmit the positive image of organic products to consumers. Besides health-related aspects and environmental concerns, declaration of organic quality may have a positive impact on consumers’ taste perception. Many studies have proven the positive image of organic products, but very few have considered the link between labeling a product as organic and the consumer’s evaluation of sensory quality. This paper therefore investigates how organic consumers from six European countries (Germany, France, Italy, Poland, Switzerland, and the Netherlands) are influenced by the information that strawberry yogurt is produced organically or conventionally. Within the framework of a European Union-funded research project, a cross-cultural survey with a total of N = 1,797 respondents was conducted between October 2010 and February 2011. Standardized computer-assisted interview techniques were combined with sensory tests. Results show that the presence of an organic label may lead to an enhancement of taste perception. With the exception of Italy, consumers evaluated the same product sample slightly better when an organic label was shown. For the evaluation of conventional products, the opposite effect was found for three out of six countries. These findings reveal that the positive sensory image of the organic food branch transfers to single organic products, resulting in a better taste evaluation. However, the relatively weak label effect observed in all study countries suggests that an improvement of the sensory image of organic products is advisable. This can be addressed by enhancing the sensory performance of food products as well as by implementing extensive sensory marketing activities.

Developing an authenticity model of traditional food specialties

Purpose – The purpose of this paper is to develop an authenticity model for food specialties considering both the subjective and the object-based dimensions of authenticity. Moreover, the relationship with personality traits – such as consumer self-concept and identification with the product – (antecedents) as well as with the consumption intention (consequences) are measured. Design/methodology/approach – Hypotheses were analyzed by means of a structural equation model using AMOS. Calculations were based on data collected through an online survey of 138 German respondents who were recruited by a consumer panel. Findings – Both subjective and object-based perceived authenticity significantly influence the purchase intention. Object-based authenticitys role is mediated by the subjective authenticity, which is affected by the consumers self-identification with the product and personality traits such as determination and passion. Research limitations/implications – The results presented in this paper will h...

A sideways look at farm tourism in Germany and in Italy

The aim of the present contribution is to investigate farm tourism, using a comparative international approach (Gerrmany and Italy) and, thereby, to introduce important topics of the book. These two countries were chosen because of the complementary nature of their markets for agri-tourism. The image of agritourism in Italy, for example, is characterized by high quality and exclusiveness because it is inseparable from the gastronomic choices in food and wine. The sector also has weaknesses which lead, among other things, to a delayed development in strategic organisational planning. In addition in Germany, farm tourism has, up to now, only caught on with a limited part of the population. In contrast to Italy, its image is, however, somewhat modest. This form of tourism originated in a social tradition which has made agritourism particularly interesting for, above all, families with children. A difference from the Italian market lies in the fact that the German farm holiday has been successful in establishing a well-developed system of quality certification. Zusammenfassung Ziel des vorliegenden Beitrags ist es, den Wirtschaftszweig Urlaub auf dem Bauernhof mit und somit in wichtige Themen des Buches einzufuhren. Die Auswahl dieser beiden Lander beruht dabei auf der Komplementaritat der jeweiligen Markte fur Agritourismus. Beispielsweise besitzt der Agritourismus in Italien ein Image, das durch Hochwertigkeit und Exklusivitat gekennzeichnet ist, nicht zuletzt deshalb, weil es untrennbar mit dem gastronomischen Angebot an Weinen und Speisen verbunden ist. Der Sektor weist allerdings auch Schwachen auf, die unter anderem auf eine verspatete Entwicklung von strategischen Bauernhof bislang nur einen begrenzten Teil der Bevolkerung. Im Gegensatz zu Italien ist sein Image jedoch eher bescheiden. Diese Form des Tourismus entstammt einer sozialen Tradition, die den Agritourismus insbesondere fur Familien mit Kindern interessant macht. Im Unterschied zum italienischen Markt ist es dem deutschen Urlaub auf dem Bauernhof jedoch gelungen, ein gut entwickeltes System zur Zertifizierung von Qualitat zu schaffen.

Food, Agri-Culture and Tourism

Introduction.- Preface.- Part 1: Farm and rural tourism.- Part 2: Food, wine and tourism.- Part 3: New avenues of research: online marketing and sensory marketing.

Perspectives of emotional food communication for farm operators

Similarly to other countries, farm tourism operators in Germany have also acknowledged the great potential of high-quality food (regional, organic, etc.) in reinforcing guests’ ties to the territory and access, in this way, new target segments. However, due to limited entrepreneurship capabilities farmers may fail at finding the adequate communication of the food component within the farm tourism supply. In the marketing and tourism literature, emotional communication strategies, above all storytelling, are considered very successful. However, there is no empirical evidence whether a story or a more informative communication experimental design, this study compares different communication tools (information list, text and story) in order to detect within a sample of 122 students, which is the most appropriate strategy to promote high-quality food. Although storytelling shows the strongest emotional linkage with the readers, there is no evidence that this leads also to a higher buying intention as only 30 % of the respondents are convinced to buy the product after reading the story. In contrast, a high buying intention is reached by means of the text. Such a communication technique seems appropriate to promote regional food since it is not too emotional as to frighten individuals, nor too sparse as to reduce the attractiveness of the food.

Images of agri-tourism: evidence from Germany

Based on a classical approach, this paper analyses the cognitive and affective properties of attitude and develops a structural equation model to explain the determinants of preference for farm tourism. The findings of this study reveal that attitude and large-sized families have a positive influence on choice. Furthermore, it appears that the traditional image of German farm tourism has been replaced by a more dynamic one. However, this tourist form still has to cope with stereotypes as well as a perceived deficit of quality standards.

ECONOMIC ANALYSIS OF CITRUS ROSARIO DO SUL/RS: A FOCUS ON THE ADOPTION OF ENVIRONMENTAL CERTIFICATION PROGRAMS

The fruit sector is one of the most important segments of agribusiness in Brazil. In addition to its high profitability and expressive use of hand labor, the fruit stands out as an important alternative to the increase in Brazilian exports of agricultural products. The new market demands reflect the adoption of certification seals that prove the quality and healthiness of the product, the consumer is assured of a safe food whose production respects the environment and the worker. In Rio Grande do Sul, the culture began to be implemented from the year 2000 when several municipalities in the region received funds from the federal government, especially the Rosary South, through the Program for Fruit of the southern half being a beneficiary of the company Citrusul. This article aims to analyze the characteristics of production and marketing of the company, in addition to identifying the possible benefits of a future adoption of environmental certification programs in the citrus industry in the municipality. This article builds on the literature review and as a way to obtain the information necessary to construct this study, we sought through interviews and case study. The study showed that adoption of certification seals would bring the opportunity to access markets more noble and demanding, since the company is already working to have fruit of excellent quality. However, due to the volume of its current production, it is believed that the high costs for registration need not bring a financial return for such an investment.The fruit sector is one of the most important segments of agribusiness in Brazil. In addition to its high profitability and expressive use of hand labor, the fruit stands out as an important alternative to the increase in Brazilian exports of agricultural products. The new market demands reflect the adoption of certification seals that prove the quality and healthiness of the product, the consumer is assured of a safe food whose production respects the environment and the worker. In Rio Grande do Sul, the culture began to be implemented from the year 2000 when several municipalities in the region received funds from the federal government, especially the Rosary South, through the Program for Fruit of the southern half being a beneficiary of the company Citrusul. This article aims to analyze the characteristics of production and marketing of the company, in addition to identifying the possible benefits of a future adoption of environmental certification programs in the citrus industry in the municipality. This article builds on the literature review and as a way to obtain the information necessary to construct this study, we sought through interviews and case study. The study showed that adoption of certification seals would bring the opportunity to access markets more noble and demanding, since the company is already working to have fruit of excellent quality. However, due to the volume of its current production, it is believed that the high costs for registration need not bring a financial return for such an investment.

SENSORY MARKETING: EVIDENCE FROM A CLUSTER ANALYSIS OF GERMAN CONSUMERS

In the consumer behaviour literature regarding food consumption the food-related lifestyle (FRL) approach conceived by Grunert et al. (1993) is a well-established tool to target groups based onlifestyle and dietary habits. On the contrary, studies attempting to identify consumer groups according to their sensory preferences are rather scarce. In this article, we present an approach that combines elements of the FRL approach with variables of sensory perception of food. The findings show that it is meaningful to build a consumer typology based on both food-related lifestyle variables and sensory preferences. The six clusters resulting from this study differ significantly from each other so that managerial recommendations are derived.