Introduction, edited by Margarita Manousou
Accommodation and catering are, as is well known, the two primary services that a tourist product must cover satisfactorily and qualitatively.
Gastronomy constitutes the identity of the food offered by the tourist product and is an important element of the identity of the tourist product offered. At the same time, it is a reason for tourists to choose a destination and an important source of income for businesses operating in this sector.
Gastronomy refers to the production of raw materials, storage, transport and the preparation of the offered dishes. Especially in countries with a significant number of tourist visitors, revenues are highly dependent on consumption. In Greece, which is a major tourist destination, the number of visitors-tourists is double or even triple the local population. According to a survey by INSETE, in 2019, 31 million people are expected to have access to the internet. visitors-tourists, stayed in our country, on average, 7.5 days. Therefore, by a simple calculation (31 million x 7.5 x 3 meals) they consumed more than 700 million. meals.
grtraveller magazine hosts the thoughts of Dr Theodoros Metaxas, Professor of Economic Development at the University of Thessaly, on the importance of the promotion and participation of local traditional products in the new sustainable tourism development model:
As Dr. Metaxas, tourism is an integral part of the Greek economy and development and in the current crisis it is the one that has been irreparably affected in comparison to previous periods, which is well known. Based on the OECD’s annual report (4/3/2020) (OECD Tourism Trends & Policies 2020), Greece is the 6th most dependent economy in terms of contribution to GDP and the 4th most dependent economy in terms of contribution to employment in a sample of 35 member states monitored on an annual basis. Taking into account the data of INSETE 2019 with reference to 2018, we see that tourism contributed directly to the creation of 11.7% of Greece’s GDP, while overall (directly and indirectly) tourism in 2018 contributed from 25.7% (47.4 billion euros) to 30.9% (57.1 billion euros) to the creation of GDP (INSETE 2019).
Dr. Metaxas finds that: “based on the above picture we could easily conclude that yes! Tourism is Greece’s heavy industry’. But taking this statement for granted, we often end up talking about ‘tourism monoculture’, leaving aside two other key pillars of this country’s development, which are the primary sector and shipping. Greece is a blessed country and in the production of high quality products from various regions that highlight the identity, history, tradition, the course of a place and its people! This is a form of very intense experiential experience that the new model of tourist psychology is looking for!
Towards a definition of ‘local’
If you don’t know your ‘local producer’, then how can you possibly know a product you buy is ‘local’?
(Giovannucci et al., 2010 – UN: International Trade Centre)
Referring to local products, Dr. Metaxas clarifies: “The above question is the spearhead when we refer to concepts such as ‘authenticity’ and the value of local food. Now if we mix these concepts with the notion of experience, satisfaction, motivation and memory, then it is really worth paying the necessary attention and showing the corresponding seriousness to all this global research interest that has been going on for the last 20 years and links the importance of local products to the economic development of regions focusing on sustainable tourism development (London et al., 2010; Ilbery & Maye, 2005; Schmitt & Gomez, 2011).
Many different approaches have been developed around the definition of ‘local product’, with the most widely accepted being that of production and transport of the product up to 100 km from a particular place (Smith & Mackinnon, 2007). This definition has the rationale that the product is produced, harvested and transported within a 100 km distance, thereby preserving any freshness or purity. The concept of geographical indication and local character is also certified by the European Union with Regulation 2081/92 (1992), which established for the first time a scheme for the protection of geographical indications and designations of origin for agricultural products.
Gastronomic Tourism, Tourist Experience and Local Traditional Products
Regarding gastronomic tourism as a form of tourism, Dr. Metaxas states that, in recent years, the European Union has been very concerned about it, as through its development, combined with other tourism business actions at local/regional level (e.g. wine tourism), it can contribute to the economy of a region, its competitiveness and job creation (URBACT, 2014).
Culinary tourism became popular in 2001, and the first to introduce the term “culinary tourism” was Long (2004) to describe the phenomenon of experiencing local cultures through gastronomy. The effort to link gastronomic and wine tourism with local products follows the change in the global tourism development model. The consolidation of a sustainable and experience-oriented tourism model is what dominates the global tourism market. A gastronomic tourism experience refers to the evaluation that the visitor/tourist has through the engagement with gastronomy, if he/she stays in a destination and comes into contact with relevant gastronomic activities (UNWTO, 2012)
In the global market of gastronomic tourism, it is now important to discover the authenticity of a product, a cuisine, or a restaurant alongside the people behind it!
(UNWTO, 2017)
He concludes by underlining that: “The concept of authenticity – mentioned at the beginning – is at the core of the gastronomic tourism experience. It is crucial for tourists to see that the ‘promise of an unforgettable gastronomic experience’ that attracted them to a destination actually holds true!”
Dr. Theodore Metaxas
Associate Professor of Economic Development, Laboratory of Economic Policy and Strategic Planning, Department of Economic Sciences, University of Thessaly, Director of the MSc ‘Planning and Development of Tourism and Culture’, Regular Member of the MDC of the University of Thessaly
E metaxas@uth.gr
