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Unformatted text preview: Food, Agri-Culture and Tourism Katia Laura Sidali • Achim Spiller • Birgit Schulze Editors Food, Agri-Culture and Tourism Linking local gastronomy and rural tourism: interdisciplinary perspectives Editors Ph.D. Katia Laura Sidali Georg-August University of Göttingen Department of Agricultural Economics and Rural Development Platz der Göttinger Sieben 5 37073 Göttingen Germany [email protected] Prof. Achim Spiller Georg-August University of Göttingen Department of Agricultural Economics and Rural Development Platz der Göttinger Sieben 5 37073 Göttingen Germany [email protected] JProf. Dr. Birgit Schulze Institute of Agricultural Economics Christian-Albrechts-University of Kiel Olshausenstr. 40 24118 Kiel Germany [email protected] Financed by ISBN 978-3-642-11360-4 e-ISBN 978-3-642-11361-1 DOI 10.1007/978-3-642-11361-1 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2011920949 # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: eStudio Calamar S.L. Printed on acid-free paper Springer is part of Springer Science+Business Media ( ) Contents Contents .......................................................................................................................V List of authors........................................................................................................... VII Preface ....................................................................................................................... XI (Sidali, K.L., Schulze, B., and Spiller, A.) Food, Agri-Culture, and Tourism ............................................................................ XIII (Visentin, C.) Part I Farm and rural tourism .................................................................................. 1 A sideways look at farm tourism in Germany and in Italy ........................................... 2 (Sidali, K.L.) Perspectives of emotional food communication for farm operators ........................... 25 (Stockebrand, N., Sidali, K.L. and Spiller, A.) Policy options for sustainability. A preliminary appraisal of rural tourism in Romania: the case of Maramureş. ........................................................................... 41 (Regoli, F., Vittuari, M., and Segrè, A.) From agricultural to rural: agritourism as a productive option ................................... 56 (Bianchi, R.) Part II Food, wine and tourism ............................................................................... 72 Educational farms in the Emilia-Romagna region: their role in food habit education.... 73 (Canavari, M., Huffaker, C., Mari, R., Regazzi, D., and Spadoni, R.) Food and tourism: the role of the “Slow Food” association ....................................... 92 (Buiatti, S.) Opportunities of cooperative marketing using the example of the wine region Saale-Unstrut ............................................................................................................ 102 (Dreyer, A., and Müller, J.) Schätzel Vinery – Tradition 2.0................................................................................ 119 (Schätzel, K., Arens, L., and Schätzel, J.) Part III New avenues of research: online marketing and sensory marketing ... 129 Institutional isomorphism and adoption of e-marketing in the hospitality industry: a new perspective for research................................................................... 130 (Gyau, A., and Stringer, R.) V VI K.L. Sidali et al. E-Business horizons in the tourism industry - Challenges for research and practice................................................................................................................. 140 (Fuchs, M., and Höpken, W.) The Risk™ strategic game of rural tourism: how sensory analysis can help in achieving a sustainable competitive advantage ........................................................ 161 (Santini, C., Cavicchi, A., and Canavari, M.) Sensory Marketing Research - Identification of the ideal sensory product profile... 180 (Scharf, A.) Conclusions .............................................................................................................. 194 (Sidali, K.L.) List of authors Ludwig Arens is a graduate in business administration, and has been working for the Chair of Agri-Business Administration (Prof. Dr. Ludwig Theuvsen) since mid-2009. His research focus is the improvement of the quality of communication in agri-business. As a result of his family and his roots in the wine region Rheinhessen, he is strongly connected to the wine business. Although this article is strictly outside his research remit at the Georg-August University in Göttingen, he had a personal interest in contributing to its creation. Rossella Bianchi studied Political Science at the University of Bari, and is now a researcher in the Department of Engineering and Management of Agricultural, Livestock and Forestry Systems of the Faculty of Agricultural Science. She has attended courses at the Centre for Advanced Economic and Agricultural Studies for Southern Italy at Portici (Naples), has been a visiting professor at the Institut für Ländliche Strukturforschung of the J.W. Goethe Universität, Frankfurt am Main, and a researcher at the University of Basilicata. Her research and teaching concern programming of agricultural economic development, environmental and institutional policies for marginal and mountainous areas in Southern Italy. Stefano Buiatti has been working at the Department of Food Science of University of Udine since 1990. He gives courses on “Brewing Technology” (since 1994), “Cleaning and Disinfection of Food Plants” (since 1999) and “History and Culture of Food” (since 2007). He has carried out research at the Brewing Research International, Nutfield (UK) in 1997, 1998 and 1999. He has worked as an evaluator on the Scientific Advisory Board for EU projects since 1999. Maurizio Canavari is Associate Professor of Agricultural Economics and Appraisal at the Alma Mater Studiorum University of Bologna. He holds a Laurea degree in Agricultural Sciences and a Doctorate degree in Appraisal and Land Economics. He teaches "Marketing management in agribusiness" and "Marketing research and planning" at the Faculty of Agriculture in Bologna. His research activity has covered a wide range of topics in agricultural economics. Recent research projects deal with trust and quality assurance in food networks, marketing of quality, organic, and unique food in European and Asian context, certification of organic products, consumer preferences towards genetically modified food. He has authored or co-authored over 80 conference/seminar papers, journal articles, book chapters and research reports, both at national and international level. Alessio Cavicchi is a Researcher in Agricultural Economics. He received his PhD in Economics of Food and Environmental Resources from the University of Naples “Parthenope” and a Master of Science (MSc) in Food Economics and Marketing from the University of Reading (UK). His works have been published in several journals, including Food Quality and Preference, British Food Journal, Journal of Agricultural Economics, Agribusiness: an International Journal, International Journal of Wine Business Research and Food Economics, among others. Previously, he worked in Finance and had a Internship at the European Parliament in Brussels. His main fields of interest in research are consumer food choice, economics of food quality and safety, and innovation in the agro-food sector. Axel Dreyer is Professor for Tourism Marketing at the Hochschule Harz, University of Applied Sciences, Wernigerode (since 1993) and Honored Professor for Sport Management at the University of Goettingen (since 1996), where he did his PhD. Axel Dreyer is co-founder of the German Society of Tourism Sciences (DGT - Deutsche Gesellschaft für Tourismuswissenschaft e.V.). At the competence center of Hochschule Harz he manages the Department of Tourism together with his colleague Sven Groß. Axel Dreyer has published a lot in the fields of tourism markets and tourism marketing. Special issues among others are service quality and customer satisfaction, the impact of demoraphic change on tourism, sports tourism VII VIII K.L. Sidali et al. and cultural tourism. At present he is working on hiking tourism, cycling tourism and wine tourism. Matthias Fuchs is Professor at the European Tourism Research Institute (ETOUR), MidSweden University, Sweden. He is also the scientific director at the eTourism Competence Center Austria (ECCA). His research interests include destination monitoring, tourism marketing, e-business adoption and impact, e-commerce as well as knowledge retrieval and management in tourism. Amos Gyau was born in Berekum, Ghana. He obtained his bachelor’s degree from the University of Ghana in Economics (Major) and Statistics (Minor) in 1998 and his master’s degree from the University of Copenhagen in Agricultural/Development Economics in 2003. He furthered his education at the University of Göttingen in Germany where he obtained his PhD degree in 2008 specialising in supply chain management in international food and agricultural business. Currently, he works as a lecturer at School of Agriculture, Food and Wine at the University of Adelaide. His current research includes agricultural and food value chain analysis, consumer studies and wine and food tourism. He has published articles in international peer review journals and international conferences in these subject areas. Wolfram Höpken is Professor for Business Informatics and eBusiness at the University of Applied Sciences Ravensburg-Weingarten. He is director of the E-Commerce Competence Centre Swabia (KECoS) and scientific director of the eTourism Competence Center Austria (ECCA). His main fields of interest are intelligent trip planning and recommendation systems, semantic web and interoperability, mobile services and business intelligence and data mining. Rossana Mari is responsible for the project “Educational farms” in Emilia-Romagna region, she has been working for the local government since 1992. She holds a Laurea degree in Agricultural Science and in Literature and Arts at the University of Bologna. Her main activities include the following areas: communication on agriculture and quality food production, educational projects geared towards school children and consumers with the aim of promoting a healthy lifestyle, organisation of events to inform the general public about sustainable agriculture, traditional and typical food products. She has contributed to regional and national projects and programs. She collaborates with universities, public and private associations; she is the author and co-author of a number of articles and book chapters. Juliane Müller completed her Masters degree in Tourism and Destination Development at the Hochschule Harz, University of Applied Sciences, Wernigerode, in 2009. She took part in several research projects in the field of wine tourism. In her Masters thesis she analysed suitable marketing instruments for wine and culinary tourism products. After that she published a book about wine tourism together with Prof. Dreyer. Now she is working as Assistant Product Manager Southern Africa for FTI Frosch Touristik GmbH, a large German tour operator. Domenico Regazzi got his Laurea degree in Agricultural Sciences at the University of Bologna. Since 1972 he has been working at the Alma-Mater Studiorum – University of Bologna. In particular, since 1991 he is Full Professor in “Market Economies and Marketing”. From November 1, 1999 to October 31, 2005 he was Dean of the Faculty of Agriculture. He is involved in research activities concerning the economic analysis of farms, economics of the production and distribution of fishing and agricultural products, agri-food marketing, and rural appraisal. He has been responsible for national and international research programs. He is author of about 200 scientific publications. Since 2004 he is chairman of the Italian Society of Agrifood Economics. Francesca Regoli BA in Political Science, she is PhD candidate in International Cooperation and Sustainable Development Policies at the University Alma Mater Studiorum of Bologna. She has worked several years (2002-2007) for the Executive Secretariat of UniAdrion Network for the coordination and management of different projects of cooperation related to the Adriatic-Ionian Basin. List of authors IX Cristina Santini is a Researcher at Unitel. She received her PhD in Economics and Management of Enterprises and Local Systems from the University of Florence. She received a Masters Degree in Marketing and Management for Wine Business at the University of Florence. She served as lecturer on Management and International Management at the University of Florence in Italy. Previously, she worked as marketing manager in a Tuscan winery and has had some work experience in a multinational company. She currently works in research and is a consultant with the Italian Centre for Sensory Analysis in Italy. Her research interests are Entrepreneurship, Innovation and Small Business. Andreas Scharf is Professor for Business Administration, specialising in Marketing and Marketing Research, at the University of Applied Sciences of Nordhausen (Germany). He also works as Scientific Head at ISI, Institute for Sensory Analysis and Innovation Consulting of Göttingen. He has published in both national and international journals and some of his contributions are important milestones in the literature of sensory analysis. Kai and Jan Schätzel The Schätzel family has been growing wine in the Rhine region for 650 years. The family business developed from mixed enterprise (farming and viticulture) to solely marketing bottled wine. The vinery was initially based in Guntersblum. The second important strand in the story of the Schätzel vinery is the Schlamp family and their vinery in Nierstein. The Schlamp vinery once counted among the most prestigious businesses in the winegrowing region of Nierstein on the Rheine, whose main centre was, and remains, a farmhouse on the Oberdorf Street in Nierstein. In 1996, the future heir Kai Schätzel began to take an active role in the business. At that point just leaving school, Kai initially looked after the cultivation of the wine before increasingly becoming involved in the business. During this time, he gained experience on premium wineries in California, and in 2009, ownership of the Schätzel vinery was transferred to him. Jan Schätzel is the brother of the current owner Kai. In 2009 he passed his first State Law exam in Göttingen. He too because of his heritage has a strong interest in viticulture business structures, and for this reason has contributed to this article. Birgit Schulze is Junior Professor for Agribusiness and Supply Chain Management at the University of Kiel since 2010. She took her PhD in 2007 at the University of Göttingen. Her main research interest is the analysis of agri-food supply chains with respect to chain actors' behavior, i.e., from consumers to farmers. A special focus has been on supplier relationship management in milk and meat chains. Her work has appeared in the Journal on Chain and Network Science, Züchtungskunde, Journal of the Canadian Association for Leisure Studies Leisure/Loisir and a number of national and international conference proceedings. Andrea Segrè PhD, is Dean of the Faculty of Agriculture of the University Alma Mater Studiorum of Bologna, Professor of Agricultural Policy and Coordinator of the PhD in International Cooperation and Sustainable Development Policies. He has dealt with the transition processes of the economical-agricultural systems in the countries of the real socialism, developing many missions (from 1990 to 2000) on the field on behalf of various International Organizations (European Commission, World Bank, FAO, OCSE, Italian Ministry of Foreign Affairs) and publishing different volumes and scientific articles. He has designed, implemented and promoted the Last Minute Market projects, to reclaim food and non food unsold products and distribute them to charity associations ( ). Katia Laura Sidali is post-doc researcher at the University of Göttingen (Germany) since 2009. She took her PhD in a joint doctoral program between the University Alma Mater Studiorum of Bologna (Italy) and the University of Göttingen. Her research focuses on marketing of food and tourism, consumer behavior and communication strategies in tourism. She has been awarded scholarships by the Italian Trade Commission (ICE) in 1993 and by the German Steinbeis Association in 2000. Her research appears in the following reviewed scientific journals: Journal of Global Marketing Science, Journal of the Swiss Society of Agricultural Economics and Agricultural Sociology and Journal of the Canadian Association for Leisure Studies Leisure/Loisir. X K.L. Sidali et al. Roberta Spadoni is Tenured Assistant Professor at the Department of Agricultural Economics and Engineering, Alma Mater Studiorum University of Bologna. She holds the Laurea degree in Agricultural Science at the University of Bologna and Doctorate degree in “Economics of the agri-food systems” at the University of Parma. She teaches "Agricultural and industrial marketing" at the Faculty of Agriculture in Bologna. Her research activity has covered the following areas: economics of agricultural and food markets, certification systems, agricultural and industrial marketing, product quality issues. Recent research projects deal with Corporate Social Responsibility and quality standards in the food systems. She has authored or coauthored over 80 conference/seminar papers, journal articles and book chapters, both at national and international level. Achim Spiller is Professor and Chair of Marketing of Agricultural Products and Food, University of Göttingen, Germany, Department of Agricultural Economics and Rural Development since 2000. His research interests centre around quality management, consumer behavior, branding and organic food marketing. He is a member of the Scientific Advisory Group of the Federal German Ministry of Agriculture and serves as Chair of the Stakeholder Board of the German Quality Certification System QS GmbH. His work has been published in both national and international journals (more details are available at: ). Nina Stockebrand has been a research assistant at the Chair Marketing of Food and Agricultural Products at the University of Göttingen since 2007. Her research topics include organic food, organic retail and specialized food retail as well as marketing of regional and organic food products. As a student of agricultural science she was involved with studies on organic food and sustainability communication in food retail. She gained practical experience in quality management at the German retailing company Tegut. Randy Stringer is a professor in agricultural and food policy and the head of the Global Food and Agricultural Business at the University of Adelaide. Over the past 30 ...
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