Gastronomy as a Tourism Product, Overview of Yarra Valley Winery - Case Study Example

Gastronomy as a tourism product Name Institution Course Tutor Date Table of Contents Table of Contents 2 Introduction 3 Definition and understanding of Gastronomy 3 Definition and understanding of Tourism 4 Overview of Yarra Valley Winery 5 Yarra Valley Winery and understanding of Gastronomy 6 Overview of Queen Victoria Market 7 Queen Victoria Market and understanding of Gastronomy 8 Relationship between Gastronomy and Tourism 9 Conclusion 10 Reference List 11 Introduction The perspective of gastronomy in tourism was introduced not to replace but to complement perspectives provided by various fields that study food and culture, food and marketing, as well as food and society (Hussain, Lema & Agrusa 2012). In particular, the concept of gastronomy has and continues to gain much attention in the tourism sector in Australia. Many tourist visit destinations in Australia, such as farmers market, wine trial, food trial, and specialty products store to name but a few experience increased demand due to their uniqueness in gastronomy. In fact these places are used as holiday destinations where tourist and their families go to enjoy vast experiences. As such, gastronomy is increasingly become an integral part of tourism. Equally, tourism has become deeply engaged in the culture of gastronomy such that relationship between gastronomy and tourism is complementary (Kivela & Crotts 2009). The purpose of this report is to discuss how we can understand the perspective of gastronomy as a tourism product using two site visit experiences I encountered. The sites include Yarra Valley Winery as a wine trail and Queen Victoria Market as a farmers market. The report will also explore the relationship between gastronomy and tourism as a way of demonstrating understanding of gastronomy. Definition and understanding of Gastronomy Kivela & Crotts (2006) define gastronomy as the art of cooking and enjoyable eating. According to the authors, the concept originated from the Greek word referred to as gastros and gnomos meaning stomach and knowledge correspondingly. Gastronomy is equally known as a study of how food relates to culture. The concept was introduced by Jean-Anthelme Brillat-Savarin, a then magistrate in France, and in his understanding, gastronomy involves not only excellent food and cooking, but also reflective eating. Brillat-Savarin believed that when we talk of everything concerning nourishment of human kind in a sustainable way, then we are talking about gastronomy (Scarpato 2002). Based of Brillat-Savarian argument, the purpose of gastronomy is to achieve complete preservation of man through exceptional nourishment. Based on particular principles, gastronomy primarily guides individuals who provide, search for, or prepare substances purposely to covert them into excellent food. According to Scarpato (2002) gastronomy defines the motive force that drives farmers, fishermen, wine growers and family of cooks to prepare excellent nourishment for others. It is a complex activity that incorporates food processing, production, storage and even transport. Additionally, gastronomy encompasses diet culture, digestion, chemistry of food, customs, traditions, and physiological effects of food (Kivela & Crotts 2009). However, Hussain et al (2012) argue that gastronomy is a disciple that involves everything considered as food including all things people eat and drink. In fact, some tourists travel in order to experience good eating and drinking from different cultural orientations. As such, gastronomy can be considered as visible cultural, artistic, and societal values inherent in the any given society as argue Groce & Perri (2010). It is a driving force for cultures and contributes to development and sustainability of tourism as we are going to see in the proceeding discussions. Definition and understanding of Tourism According to UNWTO (2014) tourism is a cultural, social, and economic occurrence that involves travel of people from one to another in order to do business and for recreational purposes, and it involves service provision. Tourists, on the other hand, are individuals who travel in places away from their normal environment for business, leisure, or other purposes that are not payable for their visit. Tourism sector constitutes a range of businesses working at different levels. These businesses include service stations, motels, tour agents, hotels, and travel agents. Many activities take place to make the tourism experiences a success (Tourism West Australia 2006). For instance, people must be motivated to travel, must understand their holiday options, and the destinations that provide these options for them to decide to travel any particular site. Tourism West Australia (2006) explains that tourism contributes significantly to socio-economical process not only in Australia, but across the world. People are able to explore and enjoy new destinations that are emerging across the globe due to development of modern tourism. Tourists are continually seeking unique and culturally enriching destinations to gain value of their travel to such destinations. This, according to Hussain et al (2012) increases the need to evolve tourism destinations in various perspectives in order to attract a good number of tourists. Tourism takes different forms which include domestic tourism, national tourism, internal tourism, outbound international tourism, and inbound international tourism. However, whichever form tourism may take, it is important that tourism activities are more diverse to attract tourists from different parts of the world. For a very long time, Hussain et al (2012) note that tourism destinations have been acknowledged for their total impressions, fresh air, and natural beauty. Overview of Yarra Valley Winery The Yarra Valley exists along a quite scenic ridge and its history stretches back approximately 175 years. This region is the district in Victoria to produce wine and it is considered as one of the prime regions that grow grape in the world (Wine Tours Victoria 2013). According to Yarra Valley Wine Tasting Tours (2012) Yarra Valley is highly recognized for being a home of marvelous fertile farmland and panorama of vineyard. It is also known as one of leading cool climate region for wine in Australia that produces a wide range of classic wines. On his tour, the author visited 3 of the finest wineries of the Yarra Valley and had good moment at the cellar door while testing some of the finest local wines. Being a rural gastronomy, the most interesting winery in the region is Domaine Chandon. While at Chandon, the French Champagne House, you would clearly view across a pastoral paradise of meadows, wines, a lake and hills (Yarra Valley Wine Tasting Tours 2012). There are beautiful gardens at the winery where visitors can relax as they breathe cool atmosphere and eat excellent food and wine. The Yarra Valley Winery is one of the special tourism in the region. It is well known for the famous Pinot Noir and Burgundy varietals Chardonnay since the wine is an exceptional local gastronomy in the region (Yarra Valley Wine Tasting Tours 2012). In deed, tourism has encouraged local gastronomy in the region. Please insert your photo here! Yarra Valley Winery and understanding of Gastronomy The Yarra Valley Winery portrays gastronomy as an essential aspect in establishing a niche travel and destinations to visit. Additionally, it demonstrates existence of a close relationship between tourism and gastronomy. This is so due to the fact that gastronomy’s destination makes the tourists who have visited such destination have quality experience (Kivela & Crotts 2009). Many people visit the Yarra Valley Winery to experience the production of sparkling wine the Champagne way and they the region to be a true tourist attraction. Groce & Perri (2010) argued that food marks identify which implies that people are defined by what they eat and drink. In this regard, gastronomy at Yarra Valley Winery plays an important part in promoting fine dining experience for tourists who visit the region and most importantly meeting the demand for society. According to Kivela & Crotts (2009) the roles of wines and food is likely to be a trend, a fashion, or an experience of high consumption. In relation to Yarra Valley Winery, visitors could easily decide to combine a certain wine with food based on their individual preferences. For example, one could choose to drink dry wine, such as Chardonnay and a topping of the Hawaiian pizza. Definitely, this makes the tour in the region very interesting for tourists. To walk the beautiful gardens within the winery, while enjoying cool atmosphere, taste wine and food makes the experience one of the special tourism. Before walking back to the city, people could stop off the winery shops to but their preferred cookies, sauce, wine, and wine glass to have a memorable experience at the Yarra Valley Winery. As mentioned earlier, it is clear that tourism has promoted local gastronomy at the Yarra Valley region. Overview of Queen Victoria Market Gastronomy is highly evident at Queen Victoria Market, one of the Farmers markets in Victoria, Australia. Queen Victoria Market is commonly known as Vic Market of Queen Vic to the local people. The official opening of the Vic Market was on 20 March 1878 and has since remained the heart and soul of Melbourne (Queen Victoria Market 2013). The market is known to many people as a vibrant and bursting market inside the city of Melbourne when any person is free to visit and buy everything they prefer. Many people from various sections of the world, including Italy, India, Asian cuisine, the Middle East and Australia visit the famous market to shop different items. Globalisation has enabled Queen Victoria Market to open up new opportunities for local gastronomic products as well as identities. People from other regions who visit the market gain knowledge about the prevailing local culture (Queen Victoria Market 2013). This is because the market serves as a symbol of history and culture of Melbourne. The Vic Market is currently one of the most intact and largest markets of the great 19th century in Melbourne. There are several varying halls in the market, such as Meat Hall, Fruit and Vegetable Hall, Deli Hall, and Organics Hall (Queen Victoria Market 2013). Additionally, the market has special places which include Elizabeth street shop and Victoria streets. These streets have numerous quaint specialty shops and a famous café for coffee roasting. Although Melbourne has several large municipal markets, its residents have always had an attraction to the Vic Market, a tradition that persists even today (Queen Victoria Market 2013). Please insert your photo here! Queen Victoria Market and understanding of Gastronomy Based on the background of Queen Victoria Market we can in deed understand how gastronomy is a product of tourism. It is clear that gastronomy is related to food and culture. As indicated above, the Vic Market has a variety of foods which people from different cultural orientations come to buy in recognition and appreciation of their cultures. The different halls in the market are supplied with a variety of foods which attract people from different countries to come and experience and buy. Looking at the Vic Market, you thereby acknowledge that gastronomy in deed concerns good cooking, food preparation, reflective eating and drinking of excellent food and drinks as explained by Scarpato (2002). Additionally, the market experiences exploratory culinary tourism and visitors who come to the market, including the author, often enjoy tasty foods like Spicy lamb Borek. According to the experience of the author, visiting the Vic Market is an experimental journey that relates to a certain food culture which involves acquiring knowledge, experimentation, and learning from various cultures. Important still, visiting the market is a unique tourism to some people because they are prompted to taste the cuisine prepared in the market an indication that tourism produces gastronomy. To emphasize how Queen Victoria Market helps understand gastronomy as a product of tourism, we can also consider the existence of the famous coffee roasting café and several quaint specialty shops which many people visit to buy food. Tourists attracted to the shops to café because they provide a variety of boutique that is unique (UNWTO 2014). Generally, the Vic Market has a range of gastronomic activities because of increased flow of tourists. The market proves that gastronomy involves offering delightful cooking which tourists from different cultural orientations can enjoy eating. Relationship between Gastronomy and Tourism According to Kivela & Crotts (2006) the relationship between tourism and gastronomy is reciprocal. Many destinations for tourism use gastronomy as a tool to market tourism. Alternatively, tourism is often used to promote gastronomy in tourism destinations. Nevertheless, it is projected that such marketing efforts may not be as effective as it would be expected to be. Thus, given that products of gastronomy are separated, Yong & Murat (2010) argue that different people who deal with gastronomy may not understand its relationship with tourism. Consider, for instance, the motivation related to food that drives people to desire to visit certain destinations. Thus, we realize that there are many reasons that encourage tourists to travel to different destinations. People visit tourist destinations to search for and experience the taste of the food and drink they prefer. They also visit destinations to have memorable gastronomic experiences as examined in the Yarra Valley Winery and Queen Victoria Market. This further explains the close mutual relationship that exists between tourism and gastronomy. It is normal that tourists experience much pleasure after having a successful holiday in the destinations they have always wanted to associate with. And, dining out is also a memorable and pleasurable part of holiday experiences people encounter during their visits. This trend, according to Yong & Murat (2010) is increasingly evident among tourists worldwide so much that gastronomy is being used to marketing technique for many tourism destinations. This leads Kivera & Crotts (2009) to conclude that gastronomy is an integral element of tourism. Tourism sector is increasingly becoming competitive which means that tourism destinations must diversify their activities to meet the demands of the tourists across the globe. In particular, gastronomy has to offer considerable benefits in the sector of tourism. Conclusion The concept of gastronomy is complex and pulls out beyond the art of good eating and cooking. It also constitutes the production of food, processing, transport, storage, food chemistry, diet culture, customs and even traditions. Both Yarra Valley Winery and Queen Victoria Market help understand gastronomy as a product of tourism and the relationship between the two concepts. Gastronomy determines tourism destinations that people choose to visit. Alternatively, tourism has given tourists the opportunity to explore and enjoy foods and drinks of their personal preferences. This shows that gastronomy and tourism are closely related to each other. Therefore, both gastronomy and tourism have resulted to the values of gastronomic art and importantly met society demands. Reference List Groce, E., & Perri, G. 2010. ‘Food and wine tourism: Integrating food, travel and tourism’, Oxfordshire: CABI. Hussain, Z., Lema, J. & Agrusa, J. 2012, ‘Enhancing the cultural tourism experience through gastronomy in the maldives’, Journal of Tourism Challenges and Trends, vol. v, no. 2, pp. 71-84. Kivela, J. & Crotts, J. C. 2006, ‘Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination’, Journal of Hospitality & Tourism Research, vol. 30, no. 3, pp. 354-377. Kivela, J. & Crotts, J. C. 2009, ‘Understanding travelers’ experiences of gastronomy through etymology and narration’, Journal of Hospitality & Tourism Research, vol.33, no. 2, pp. 161-192. Queen Victoria Market 2013. About, Queen Victoria Market, viewed 3 September 2015, < http://www.qvm.com.au/about/>. Scarpato, R. 2002, ‘Gastronomy as a tourist product: The perspective of gastronomy Studies’, In A.-M. Hjalager & G. Richards (Eds.), Tourism and gastronomy, pp. 51-70). London: Routledge. Tourism Western Australia, 2006 ‘‘Quickstart Guide to a Tourism Business’ or the ‘Understanding the Tourism Industry’ Perth-Australia. UNWTO 2014. Why Tourism, World Tourism Organization, viewed 3 September 2015, < http://www2.unwto.org/content/why-tourism>. Wine Tours Victoria 2013. Yarra Valley Region, Wine Tours Victoria, viewed 3 September 2015, < http://www.winetours.com.au/yarra-valley-region/>. Yarra Valley Wine Tasting Tours 2012, ‘Yarra Valley Wine History, Yarra Valley Wine Tasting Tours’, viewed 3 September 2015, < http://www.yarravalleywinetastingtours.com.au/Yarra-Valley-Wine-History.php>. Yong, J.K. & Murat, H. 2010, ‘The effect of knowledge management resource inputs on organizational effectiveness in the restaurant industry, Journal of Hospitality and Tourism Technology, 1(2). Read More