Gastronomy as a Tourism Product - Example

GASTRONOMY AS A TOURISM PRODUCT: WINE VALLEY by Student’s name Code+ course name Professor’s name University name City, State Date Table of Contents Introduction 3 Victorian Farmers’ Market Association 4 Chandon 5 Yering Station 5 Types of wine in Australia 6 White Wine 6 Red Wine 6 Desert and Fortified Wine 7 Fortified Wine 7 Desert Wine 7 Food and Wine in Australia 7 Contribution to My Understanding of Gastronomy 8 Conclusion 9 Reference List 10 Introduction The increasing rate of competition has made many tourism destinations to incorporate local culture into their products and services as a way of attracting and retaining tourists. Gastronomy plays a key role in this, not only since tourism deals with food, but also since it creates a strong brand that people would like to identify with. Though the definition of gastronomy has evolved over time, Hjalager and Richards (2004) defines gastronomy as the art of choosing, making, serving, and enjoying food. Since many practices relating to culture have been incorporated in food, gastronomy includes culture, and since tourists move from one place to another, the food they eat also move. This has made it difficult to identify certain types of food with specific places. Tourists also contribute to mobile gastronomy since they demand some kinds of food they encounter in other countries in their own countries when they return (Kivela & Crotts 2006). Globalization has also led to the emergence of global food products, such as Coca-Cola, recognized across many cultures. The eating habits of people are changed by the forces that exist between localization and globalization. In addition to local food, people prefer eating global food such as fast food (Croce & Perri n.d.). However, while some tourists have received the emergence of such gastronomic landscape as a way of cost saving as the food is cheap, other people have opposed the move citing health concerns brought about by such food. The reproduction of global culture does not only affect the manner in which people eat, but also the tourism experience (Kivela & Crotts 2005; Robin, Heitmann, & Dieke 2011). The manner by which wine has been and is still chosen, made, served, and enjoyed in Australia indicates that gastronomy is a tourism product. Victorian Farmers’ Market Association The Victorian Farmers’ Market Association is an entity that promotes and supports the market of farmers in Victoria. It ensures that that farmers who have fresh fruits and food access and get market of their produce in a public location by selling them directly to consumers. This ensures that the buyers of the produce and food get fresh and high quality produce, leaving them with no option but to produce high quality produces to tourists and locals. The association enables customers to identify and buy products from authentic farmers. In this regard, many grape producers and wine producers sell their products or wines through the association. This is ensures that they get sustainable profits and work provide wine drinkers with high quality products. This has promoted the gastronomy of tourism because tourists are able to get wine and farm products that are of high quality sine they are well chosen, made, and served. Figure 1 below shows the entrance of Victorian Farmers’ Market. Chandon Chandon began to prepare wine in 1960s. Over the years, it has been doing research to find out the best places to grow a variety of grapes for producing various kinds of wines. They have therefore managed to produce various kinds of wine with unique taste and texture that display their Victorian originality. In 2008, Chandon launched its Domaine Chandon wine brand, which has received a lot of applause from tourists. Chandon strives to attract many of its wine drinkers by using various methods of preparation. It prepares its sparkling wines using a traditional method which allows pressing of grape juice, and undergoing of two fermentation methods, one outside the bottle, and the other inside. The company also used the cool climate of Victoria to make wines with a variety of flavor and texture that wine drinkers like. In this regard, Chandon works with various growers of grape to use the climatic condition to produce grapes from diverse fruit types for different flavors of wine. It gets its wine from winemakers such as Dan Buckle, Glenn Thompson, Adam Keath, and Daniel Dujic. Yering Station Yering Station had the first vineyard in 1838. Today, Yering Station is a family business and produces high quality wines. It is committed to bring the old and new together, therefore mixed the traditional wine making techniques with modern styles to provide tourists and local wine drinkers with high quality wine. The company has a Wine Store with a lot of information about wines for wine drinkers to browse and make informed purchasing decisions. Visitors can find a variety of wine such as Mr. Fog, Parker Coonawarra Estate, and Yarrabank. It gets its wines and related products from its chief winemaker, William Lunn. It has a variety of sparkling wine including Yarrabank Late, Yarrabank Cuvee, and Yarrabank Crème de Cuvee. Types of wine in Australia White Wine Though the white wine, Chardonnay, was likely to be overlooked in the 1990s, it formed the foundation of other wines such as the red wine (White Wine – The Taste of Australia n.d.). Many consumers who take other wines started by taking the white wine, which was packaged into bottles marked Lindemans Bin 65 or Jacob’s Creek (Allen 2010). Lindemans Bin 65 and Jacob’s Creek, which came in variety of tastes and flavor, were very popular in the United States and United Kingdom in the 1980s. They were prepared with the Australia’s taste and culture in mind, and were loved by many consumers (Beeston 2001). Chandon uses different wine made by Glenn Thompson. The different wine categories it sells include pinot meunier, pinot Shiraz, and pinot noir. The wines are left in their bottles to age for at least eighteen months for it to produce the required texture and complexity. On the ther hand, Yering Station has a variety of white wine with different tastes and texture including Little Yering Cahrdonnay, Yering Station Village Fume Blac, and Yering Station Village Cahrdonnay. Red Wine The history of red wine in Australia dates back 200 years ago when the production of wine began in Australia. At that time, Grenache and Shiraz were the red grapes presented in Australia. Fortified wine was made majorly to be taken at home. Many wine making activities at the time were aimed at changing Shizar and Grenanche into wine by pressing and maturating the product (Red Wine – The Flavor of Australia n.d.). Cabernet and Shiraz were blended to form the most beloved red wine in Australia and around the world. The wine producers also came up with the idea of using a variety of wine descriptions to add flavor and taste to their wine (Garde-Cerdan et al. 2013). Yering sells a variety of red wine including The Little Yering Carbernet, Little Yering Pinot Noir, and Yering Station Village ED Rose among others. Desert and Fortified Wine Fortified Wine Fortified wine has been produced since the history of wine in Australia. Fortified wine is usually prepared with grapes that have been left in the vine for quite some time (Fortified and Desert Wine n.d.). They are left to stay for long in the vine to let the berries to stock more sugar as they slowly dry (Winetitles 2000). Fortified wines are normally prepared by adding some spirit brandy to red wine during fermentation to retain flavors and colors, and left to mature for some time, which can take even years (Halliday 2006). Desert Wine The preparation of desert wine normally relies on botrytis cinerea fungi which take up water from the grape, making the amount of sugar and acid to increase, and leading to a decent flavor (Fortified and Desert Wine n.d.). The wine is normally prepared in the Riverina area, and is always sold in half bottles because of its flavor concentration. It is normally taken in place of or with deserts, and is also known to be taken with soft or blue cheeses. Food and Wine in Australia Wines in Australia are normally accompanied by food (Food and Wine – Matching Australian Wine with Food n.d.). During 1950s, at the time of food revolution, many food types such as coffee, spaghetti, pizza, and olive oil were brought in Australia. These saw the emergence of restaurants and cafes, where tourists and locals could enjoy the food, while drinking wine. Chandon offers tourists with food and wine. They do this by identifying the textures and flavors in food, and choose wines that have the same flavors and texture for tourists to take. Chandon does not restrict tourists to their own choice of food and wines, but leaves them to choose what they prefer and try contradicting flavors. Some of the food and wine provided by Chandon include Scallops with green apple, pancetta, cauliflower, and chard, and Kangaroo with cassia bark sherry jus. On the other hand, Yering also acknowledges the importance of taking wine with food. It is therefore selling wines that can be taken with food such as the Yering Station Marsanne Viognier Rousanne. Contribution to My Understanding of Gastronomy The experience in the site visit has really contributed to my understanding of gastronomy. I have learned that gastronomy deals with relating various tourism aspects including food, society, science, history, and arts. The site visits at Chadon, Yering Station, and Victorian Farmers’ Market Association have made me to know the history of various types of wine, how the wines are prepared, identify how the wines relate to culture, and are drunk with different kinds of food. I was also able to know how various types of food were introduced in Australia during food revolution, and how the Australians accepted to introduce the food in their culture. This indicates that even tourists might like some kinds of food they are introduced to in various tourist destination sites and introduce them in their own countries and cultures. Just like in Australia where the food introduced by immigrants and tourists replaced the traditional food, the food the tourists introduce in their homes might replace their home food. I also learned that the preparation, processing, and ingredients in food or wine make them have different flavors and tastes. For example, the different kinds of wine, white, red, dessert, and fortified wine, found in Australia are made from almost similar plants, and their mode of preparation and the kind of ingredients added make them have different flavors, thus different names. The experience has also made me to understand gastronomy as involving the sociological aspects of food. For example, the various kinds of wine are used by people for various occasions such as during parties, weddings, and in meetings. Conclusion Gastronomy is very important in tourism especially in today’s world where there is high competition. Since tourism involves food and drink, identifying the freshness of food and drink, the flavors used in their preparation, their presentation, the blending of colors, the relationship of the food and drink to various cultures, history of the food and drink, and the science behind them are very important factors to consider when preparing food and drink. These will not only attract tourists, but also improve the quality of services offered to tourists. Like in Australia where the kind food to be served with a particular wine is left to the choice of customer, all tourism destination sites should leave the decision to tourists. Reference List Allen, M 2010, Future makers, the Australian wines for the 21st Century, Sydney: Australia. Hardie Grant Publishing. Beeston, J 2001, A concise history of Australian wine, Sydney: Australia: Allen & Unwin. Croce, E. & Perri, G n.d. Food and wine tourism, New York, NY: CABI. Fortified and Desert Wine Wine Australia Fact Sheet, viewed 13 August 2014, . Food and Wine – Matching Australian Wine with Food Wine Australia Fact Sheet, viewed 13 August 2014, . Garde-Cerdan, T., Lopez, R., Garijo, P., Gonzalez-Arenzana, L., Gutierrez, A. R., Lopez-Alfaro, I., & Santamaria, P 2013, “Application of colloidal silver versus sulfur dioxide during vinification and storage of tempranillo red wines,” Australian Journal of Grape and Wine Research, 20(1), 51-61. Halliday, J 2006, Wine atlas of Australia, California: University of California. Hjalager, A. & Richards, G 2004, Tourism and gastronomy, New York, NY: Taylor & Francis. Kivela, J. & Crotts, J. C 2006, “Influence on how tourists experience a destination,” Journal of Hospitality & Tourism Research, 30(3), 354-377. Kivela, J. & Crotts, J. C 2005, “Gastronomy tourism: A meaningful travel market segment,” Journal of Cutlery Science & Technology, 4(2-3). Red Wine – The Flavor of Australia Wine Australia Fact Sheet, viewed 13 August 2014, . Robin, P., Heitmann, S., & Dieke, P. U. C 2011, Research themes for tourism, New York, NY: CABI. White Wine – The Taste of Australia Wine Australia Fact Sheet, viewed 13 August 2014, . Winetitles 2000, Vintage: The Australian wine yearbook, Winetitles. Read More

Chandon strives to attract many of its wine drinkers by using various methods of preparation. It prepares its sparkling wines using a traditional method which allows pressing of grape juice, and undergoing of two fermentation methods, one outside the bottle, and the other inside. The company also used the cool climate of Victoria to make wines with a variety of flavor and texture that wine drinkers like. In this regard, Chandon works with various growers of grape to use the climatic condition to produce grapes from diverse fruit types for different flavors of wine.

It gets its wine from winemakers such as Dan Buckle, Glenn Thompson, Adam Keath, and Daniel Dujic. Yering Station Yering Station had the first vineyard in 1838. Today, Yering Station is a family business and produces high quality wines. It is committed to bring the old and new together, therefore mixed the traditional wine making techniques with modern styles to provide tourists and local wine drinkers with high quality wine. The company has a Wine Store with a lot of information about wines for wine drinkers to browse and make informed purchasing decisions.

Visitors can find a variety of wine such as Mr. Fog, Parker Coonawarra Estate, and Yarrabank. It gets its wines and related products from its chief winemaker, William Lunn. It has a variety of sparkling wine including Yarrabank Late, Yarrabank Cuvee, and Yarrabank Crème de Cuvee. Types of wine in Australia White Wine Though the white wine, Chardonnay, was likely to be overlooked in the 1990s, it formed the foundation of other wines such as the red wine (White Wine – The Taste of Australia n.d.).

Many consumers who take other wines started by taking the white wine, which was packaged into bottles marked Lindemans Bin 65 or Jacob’s Creek (Allen 2010). Lindemans Bin 65 and Jacob’s Creek, which came in variety of tastes and flavor, were very popular in the United States and United Kingdom in the 1980s. They were prepared with the Australia’s taste and culture in mind, and were loved by many consumers (Beeston 2001). Chandon uses different wine made by Glenn Thompson. The different wine categories it sells include pinot meunier, pinot Shiraz, and pinot noir.

The wines are left in their bottles to age for at least eighteen months for it to produce the required texture and complexity. On the ther hand, Yering Station has a variety of white wine with different tastes and texture including Little Yering Cahrdonnay, Yering Station Village Fume Blac, and Yering Station Village Cahrdonnay. Red Wine The history of red wine in Australia dates back 200 years ago when the production of wine began in Australia. At that time, Grenache and Shiraz were the red grapes presented in Australia.

Fortified wine was made majorly to be taken at home. Many wine making activities at the time were aimed at changing Shizar and Grenanche into wine by pressing and maturating the product (Red Wine – The Flavor of Australia n.d.). Cabernet and Shiraz were blended to form the most beloved red wine in Australia and around the world. The wine producers also came up with the idea of using a variety of wine descriptions to add flavor and taste to their wine (Garde-Cerdan et al. 2013). Yering sells a variety of red wine including The Little Yering Carbernet, Little Yering Pinot Noir, and Yering Station Village ED Rose among others.

Desert and Fortified Wine Fortified Wine Fortified wine has been produced since the history of wine in Australia. Fortified wine is usually prepared with grapes that have been left in the vine for quite some time (Fortified and Desert Wine n.d.). They are left to stay for long in the vine to let the berries to stock more sugar as they slowly dry (Winetitles 2000). Fortified wines are normally prepared by adding some spirit brandy to red wine during fermentation to retain flavors and colors, and left to mature for some time, which can take even years (Halliday 2006).

Desert Wine The preparation of desert wine normally relies on botrytis cinerea fungi which take up water from the grape, making the amount of sugar and acid to increase, and leading to a decent flavor (Fortified and Desert Wine n.d.).

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