FEEDING COUNTRYSIDE TOURISTS Exploring food knowledge dynamics in rural destinations in Denmark Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk.

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FEEDING COUNTRYSIDE TOURISTS Exploring food knowledge dynamics in rural destinations in Denmark Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

FEEDING COUNTRYSIDE TOURISTS Exploring food knowledge dynamics in rural destinations in Denmark 1. The challenge: Local food to international tourists 2. Four strategic alternatives 3. Results: Markets and networks matter Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

THE CHALLENGE Local food to international tourists From tempting prospects of synergy … tourists will eat anyway food experience add to attraction of destination local food an exotic quality boost local food production directly/indirectly Reduce consumption of food imported by tourists … to international food experience production chain regional food experiences must be produced regional food made accessible to visitors attractions of regional food communicated to visitors regional food experiences demanded by visitors Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

Rural food tourism STRATEGIC ALTERNATIVES Communication = + Organi-sation Localise suppliers Market local products Build cross-sectoral networks Food tourism destination brand F T RDA DMO INTER/NATIONAL CONTEXT Exchange to be increased Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

RESEARCH DESIGN Food and tourism in North Jutland, Denmark Focus on local and/or quality food desirable well-off visitors extension of season Key actor interviews food producers food retailers local policy makers tourism / DMOs food / RDA networks (local trade council) Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

RESULTS Markets and networks matter Production and perceived demand: local food experiences, tourists and locals, what qualities? Private drivers: financial crisis, limited private resources, strength in numbers, a unified product Private conditions: product complementarity, limited direct competition, brand compatibility Private results: producer-driven collaboration, cross-referrals, supplier relations, bottom-up networks Public aims: bridging actors, bundling products, knowledge sharing, access Public initiatives: Network, distribution channels, branding Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk

RESULTS Markets and networks matter Communication = + Organi-sation Localise suppliers Market local products Build cross-sectoral networks Food tourism destination brand Many strategies unfolding, synergies Links to wider strategies for extending season? Holliday homes: Self-catering and beyond? Degree of fit with development of food demand by (international) tourists?