8/21/2019 Wade Culinary Tourism

1/15

Culinary TourismA Compilation of CulinaryTourism Studies

by Professor Richard Wade &Colleagues

8/21/2019 Wade Culinary Tourism

2/15

Research TeamsPrincipal Investigators

Richard I. Wade

Hersch Jacobs

David MartinMark Holmes

Research AssistantsTheodore Noseworthy, Karen Pun,

Chris Pinto & Jeffrey Wong

8/21/2019 Wade Culinary Tourism

3/15

Culinary Tourism Studies/Papers

STUDIES/PAPERS1998 - A Culinary Experience Program for New

Brunswick

2004 - A Culinary Tourism Economic Impact Study for

Niagara-on-the-Lake2005 - A Study of Winery Visitation in the Niagara

Peninsula

2005 - GTA Wine Consumers Study

2006 - The Emergence of Culinary Tourism in PrinceEdward County

8/21/2019 Wade Culinary Tourism

4/15

Culinary Tourism Studies/Papers (Cont.)

2007 - Prince Edward County Agri-food and TourismMarkets Study

2007 - Winery Visitation in Prince Edward County

2008 - A User Assessment of the Prince Edward County

Taste Trail2008 - Winery Visitation in South Western Ontario

PAPERS

2009 - A Comparative Analysis of Winery Visitation inOntario

2009 - A Tale of Two Wine Tourists

2010 - Winery Visitation in the Wine Appellations of

Ontario

8/21/2019 Wade Culinary Tourism

5/15

1998 - A Culinary Experience Program for New

Brunswick A joint venture - Economic Planning Group and myconsulting company

Purpose to assess 37 applicants interested in being part ofthe proposed Culinary Experience Program

Assessment involved determining consumer appeal,market readiness and further development/costs

Examples - historic Acadian village in Caraquet, a salmoncook-out on the Miramichi, an organic farm in Robertville,a dinner theatre in Bouctouche, a country inn in Rothesay

8/21/2019 Wade Culinary Tourism

6/15

2004 - A Culinary Tourism Economic ImpactStudy for Niagara-on-the-Lake

Purpose was to estimate the economic impact thatculinary tourism had on the community (NOTL)

Involved a consumer survey - 600 visitors on the mainstreet of NOTL

Segmented culinary versus generic

tourists by purpose of trip

8/21/2019 Wade Culinary Tourism

7/15

Findings

Culinary tourists represented 17.6% of visitors

Food related expenditures more than tripled that of thegeneric traveler

Wine related expenditures exceeded the genericpopulation by a multiple of seven.

Culinary tourists contribute almost 30% of Niagara-on-the-Lakes total assessed expenditures within the

specified period.

Estimated culinary tourists contribute $47 millionannually to the community

8/21/2019 Wade Culinary Tourism

8/15

2005 2008 Winery Visitation Studies Investigated the four wine appellations of Ontario

- Niagara Peninsula

- Prince Edward County

- Lake Erie North Shore (SWO)- Pelee Island (SWO)

Standardized consumer survey (except for 2-3 location

specific questions)

Conducted 1311 interviews at 19 wineries

8/21/2019 Wade Culinary Tourism

9/15

2005 2008 Winery Visitation Studies

Survey instrument contained four groups of questionsrelating to:

- Respondent and demographic characteristics

- Trip and visitation characteristics- Attitudinal and motivational related aspects of winery

visitation

- Wine consumption and consumer purchase behavior

Recorded the differences

among the regions re-the above

8/21/2019 Wade Culinary Tourism

10/15

2008 - A User Assessment of the Prince Edward

County Taste Trail

8/21/2019 Wade Culinary Tourism

11/15

A User Assessment of the Prince Edward

County Taste Trail (Cont.)Research Objectives

To understand who use the Trail, why and how they useit, and their level of satisfaction in participating in it

To investigate the return on investment for businesseswhich participate in the Taste Trail.

To whether the producers &processors benefit from the Trail.

8/21/2019 Wade Culinary Tourism

12/15

A User Assessment of the Prince EdwardCounty Taste Trail (Cont.)

Study involved three different surveys:

1. The visitors to the County using the Trail

2. The owner/operators of the Taste Trail retail outlets

3. The producers/processors

who supply the Trail

8/21/2019 Wade Culinary Tourism

13/15

Findings

Consumer Survey

One of the more significant findings re-patrons touringthe Taste Trail was their scarcity.

The most popular type of Taste Trail outlets werewineries - 54% of the visitors indicated that their interestin the Trail was wine

Operator Findings

All believed buying local was either important or veryimportant.

Almost 2/3 of operators thought the Trail generatedadditional customers.

75% thought there was value in participating in the Trail

8/21/2019 Wade Culinary Tourism

14/15

Findings (Cont.)

Producer/Processor Findings

All producers/processors except for one supplied at leasttwo Taste Trail outlets while two supplied fifteen or

more. A large majority (83.3%) stated they benefit financially

from the Taste Trail

The majority of producers/processors were aware their

operations were promoted by the Trail outlets

8/21/2019 Wade Culinary Tourism

15/15

Thank You

Are There Any Questions ?