1. Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy
- Author
-
Katia Laura Sidali, Elisabeth Kastenholz, and Rossella Bianchi
- Subjects
2. Zero hunger ,media_common.quotation_subject ,Taste (sociology) ,rural tourism ,food chains ,Geography, Planning and Development ,Rural tourism ,rural tourism, food specialties, food chains, intimacy theory, experience economy, consumer behaviour ,consumer behaviour ,intimacy theory ,food specialties ,Globalization ,Tourism, Leisure and Hospitality Management ,11. Sustainability ,Personal identity ,Economics ,experience economy ,Psychological resilience ,Marketing ,Rural area ,Tourism ,media_common ,Meaning (linguistics) - Abstract
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 c...
- Published
- 2013
- Full Text
- View/download PDF