Wade Culinary Tourism

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    Culinary TourismA Compilation of CulinaryTourism Studies

    by Professor Richard Wade &Colleagues

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    Research TeamsPrincipal Investigators

    Richard I. Wade

    Hersch Jacobs

    David MartinMark Holmes

    Research AssistantsTheodore Noseworthy, Karen Pun,

    Chris Pinto & Jeffrey Wong

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    Culinary Tourism Studies/Papers

    STUDIES/PAPERS1998 - A Culinary Experience Program for New


    2004 - A Culinary Tourism Economic Impact Study for

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


    2005 - GTA Wine Consumers Study

    2006 - The Emergence of Culinary Tourism in PrinceEdward County

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    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


    2009 - A Comparative Analysis of Winery Visitation inOntario

    2009 - A Tale of Two Wine Tourists

    2010 - Winery Visitation in the Wine Appellations of


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    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

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    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

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    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

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    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

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    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


    - Wine consumption and consumer purchase behavior

    Recorded the differences

    among the regions re-the above

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    2008 - A User Assessment of the Prince Edward

    County Taste Trail

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    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.

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    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

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    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

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    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

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    Thank You

    Are There Any Questions ?