Geography and Tourism

Eno-gastronomic tourism = important aspect of general tourism

1. General concept of tourism
Tourism has many positive and negative effects
 ‘the tourist’ or ‘traveller’ don’t exist: who travels for cultural aspects are also tourists
 effects of tourism
 Invasion
 Lost of identity
 Elimination of prejudices
 Creating of knowledge, exchange
 Formation intelligence
 Determine territoriality (proudness of own origins)
 Economic, social, ecological effects (positive + negative)
1.1. Definition ‘tourism’
Every destination, traveller, organization,… has own characteristics
 personalization of concepts of tourism
 many factors influence tourism: difficult to control
 Territory, destination
 every territory1 can become touristic destination
 turn potential demand into paid demand
 Touristic offers in place = all different touristic services together
 Demand of tourist
= linked to behaviour and personality of consumers
 Influence of other sectors
 strong integration: tourism = transversal concept
 Interaction public-private sector
 tourism: public sector must by bigger (make publicity about territory)
 public sector not present = low tourism
 Due to force majeure: weather, catastrophe,…
= spoils vacation, but tourist can’t ask damage restitution (by law)
 Heterogeneity and plurality of experiences, territories, markets, social-economic
 Diversify qualitative and quantitative identification of touristic phenomenon
 importance of sensibility and interdisciplinary approaches of marketing logics
Difference tourism – other leisure activities
o Last longer, less frequency
o Choice strongly influenced by market trends
 choose particular situation < fashion + confirmation social status
o Go on journey + put physical distance between residence and destination
o More financial investment
o Quality cannot be tested before = risk
1.2. Other definitions
a. Hospitality businesses + extra-hospitality sectors (eg. Tour operator)
= touristic businesses with economic activity
 production, commercialization, intermediation and direction of products/services
 part of local touristic system

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Also ‘not-place’ (eg. amusement parc): has nothing traditional or geographical
b. Not-professional touristic organization
Associations in young tourism sector + cultural/social goals
 exercise touristic activities only for members
 no commercial activities (balance)
 same responsibility as agency for members-clients
c. Travel and tourism agencies
= exercise joint or seperate activities of
 Production
 Organization and intermediation of holidays and travel
 Other form of touristic prestation
 with or without direct sale to public
Single services/complementary activities of Travel agency
 Organization of individual or collective excursions
 Booking, sale of tickets for transport vectors
 organization of transport activities
 only if direct assumed to organization of holidays
 Welcoming and assistance for clients at point of arrival
 Booking of hotel and restaurants, or sale of credit coupons for services
 Information and pubblicity of touristic initiatives
 Organization of congress services
 Booking and sale of tickets for spectacles or manifestations
 Distribution and sale of publicities usable by tourists
 Booking of transport methods
 Issuance of bills in name of agency
A. Tour operator
= organizor of holidays
 object tot is obliged to create touristic packages for clients
 OR offers possibility to tourist to create indepently package + buy it
 packages can be directly sold or through sale agents or intermediant
Types
 Mass market
 Specialized in destination/vectors/targets/theme/hospitality structure
History
First tour operator: Thomas Cook, 1841
 Goal: offer ‘leisure occasions’ to working class
 First organized holiday: excursion Leicester-Laughborough
I. Principal reasons for demand of TO: tourist
 Save time/costs for research information/decision/organization
 decrease extra costs in contrast to own-made holiday
 TO must create efficient contract:
o Purchase with discount of services and suppliers
o Separation/joining of product (quality + capacity)
 Predict spending
 Assicuration of quality-coherence of travel elements
 Possibility of socializing
 Possibility of choice in destination alternatives
 Ease in achieving sodisfaction of special interests
II. Principal reasons for demand of TO: suppliers
 Reduction of seasonality
 Attraction of specific segments of demand
  Predict sales
 Opportunity to increase frequency of purchasing
 Increase opportunity to make use of demand-creators (eg. event)
 Coupling to trends, lifestyle
 Coupling to media = increase visability
B. Travel agency
= intermediant agency
 sale of touristic packages or single broken down touristic services
C. Touristic product
= holiday-product that is
 Finished (some extra options can be added)
 Inseperable (at least for constructive base nucleus)
 With single price that hides prices of single constructive components
 price indications only for extra options
D. Responsabilities for missing or unexact fullfilment
 Direct responsability
= missing/unexact fullfilment of obbligations
 organization and sale agent must compensate damage
 Subsidiary responsability
 organization and sale agent must compensate damage
 no claim against themselves < damage by tertiary services
1.3. Touristic marketing plan
1. Study environment of element: territory + social-economical aspects
2. Analysis of demand + competition
3. Analysis of internal factors: human, financial, structural-technological
4. Segmentation
= divide consumers with similar characteristics
 choose group(s) adequate for product = TARGET
5. Positioning
= place value of organization/product in mind of consumers
6. Operative market
= choice based on competition + characteristics product
 Product
 Price
 Distribution
 Communication/promotion
 Process
 People/adequate workers
 Physical evidence
= making concepts of tourism touchable
 holiday = untouchable: difficult to value, stays vague
7. Control results
 Objectives of company have influence in all different steps
1.4. ‘Moments’ of tourism
a. Area of departure
= based on decision to leave
 decision < motivation of clients, information, budget,…
 between booking – departure = doubting period < vague value of vacation
 b. Area of transit (tourist generating region)
= travelling/movement
 freedom, vulnerability, purification (calming down client)
 tourism = suffering: you abandon own habits and go to unknown place
c. Area of arrival
= experience of holiday
= revelation of destination
 search for new identity: traveller want to become citizen of chosen destination
d. Area of return
= going home
 Product of territory = more interesting
 tourists takes souvenir home as memory (introduction in airports)
 Publicity after holiday-season = confirm choice
 stories, reflexion on holidays
1.5. Tourism = mobility
Tourism = integration of 5 criteria
 motives for tourism
 Holiday
 Professional, but not connected to paid activities
 what are connotation of mobility that are of touristic interest + quality/quantity
a. Environment of movement
 Daily = INSIDE
 Touristic = OUTSIDE
= movement outside area of residence
= difficult to define
 difference between habitual/life and experimental/touristic environment
 citizens enter in touristic statistics from city < viewed as tourists
 difficult to separate daily from touristic environment
Geographical critics
= qualify movement of people inside/outside life-environment
 research to define life-environment
 geographical, administrative, socio-economic criteria
 Residence
 Frequency of movement
 Minimum distance of movement
 Normal frequented places
 Economical values of who moves
 economic territory in which subject majorly produces/consumes
b. Nature of movement
 Temporary = tourism
 Permanent = non-tourism (change of residence)
c. Voluntarism of movement
 Voluntary = tourism
 accepted movement: relax, study, work,…
 Obligated (eg. prisoners)
d. Function/goal of movement
 Consumption in destination for variable motives = tourism
  Production of yields in destination
 sell products in destination = gain money
eg. problem: representative of firm books hotel = consumption + production
 Geopolitical reasons
e. Duration of movement
 < 24h (no booking) = also considered as tourism
 24h – 365d = tourism
 > 365 d
 Definition visitor: travels to different place than habitual environment, less than 365
days, for motivations different than the exercise of paid activities
o Tourist
= at least 1 night in destination + less than 365 days
o Excursionist
= less than 24h in destination (no booking)
 difficult for statistics: excursionist don’t leave marks
 big influence on destination: positive (eg. €) + negative (eg. climate)
1.6. Types of tourism
= flexible + depending on trends
 Motivation
o Holiday travelling
= relax, fun, visiting relatives, religious motives, health, thermal cures
 short (max. 4 bookings) or long (more than 4 bookings)
o Work travelling
= work outside office, professional motives (mission, congress, lesson)
 Destination + type
 Organizational method
 Duration and period
 Method of transport
 Accommodation
 hotels – extra hotel – open
 arrangement: type room + service (no/breakfast/half pension/full pension)
 differences between types < government’s laws + statistic criteria
 Price2
 Participation, personalization
 Target
= groups of similar people, based on different criteria
o Age, gender, geography3
o Education, civil state, income
o Family composition
o Composition of travelling group
o Psychographic characteristics
= character, preferences, shopping behaviour 4
1.7. Classification tourism based on movement and borders
 Domestic
= move within same country

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Problem Italy: became normal destination for price = lower presence + much less turnover
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Biggest part of tourists come from occidental world: most busy period = summer in north
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Depends on different factors (eg. origin, destination, type of holiday)
  Outbound
= touristic flux that goes OUT country
 Inbound
= touristic flux that goes IN country
 National
= citizens that travel inside the country or leave it
 Internal
= people that enter country or travel inside country
 International
= people that enter or leave country
Definitions from the point of view of the handled countries
2. Indicators of tourism
2.1. Arrivals and presence
= calculated in time interval + based on scale of geographical analysis
 improve statistics: confront local and international analysis
a. Arrivals
= registration, any visit of person (not resident) + makes at least 1 overnight stay
 1 person can make more arrivals during the same presence
International tourist arrivals
= entries of foreigners in every country
b. Presence
= number of bookings/overnight stays
= nights of stay
 every arrival corresponds to at least 1 presence
c. Medium stay
= presence/arrivals
= average length of stay
= average number of night that tourists/arrivals spent in destination
Influencing factors
 Presence and arrivals
 Economic capacity and prices
 Trends
 Transport possibilities, distribution and communication efficiency
 Family status, security, life quality
 Target
 Offerings in destination: organization, visiting possibilities,…
 Available structures
 decrease over last years
 consequence: lower number = less arrivals/hotel = make more publicity
2.2. Measurements of touristic phenomenon
Mobility on territory = fundamental characteristic of tourism
 difficult to measure statistically
 find places where tourist leaves most evident marks
 Enterprise survey
 Accommodation survey
 Household survey
 Frontier survey
 2.3. Offerings
Influence of different factors
 Type of accommodation
 Destination and season
 Number of hotels, economic situation
a. Occupancy index GROSS
= (presence/days of potential beds) x 100 = %
 days of potential beds = n° of beds (or rooms) in hotel/city/country x 365
 availability of beds = receptive capacity
b. Occupancy index NET
= (presence/days of effective beds) x 100 = %
 days of effective beds = n° of beds x n° days of effective opening (real number)
 influence seasonality: tourism depending on season = closed hotels in low season
2.4. Behaviour of tourists
= characteristics and distinctive factors from other leisure activities (sport, food,…)
 Detachment and physical re-entrance
 psychological and economic consequences
 Relative lower frequency
 Significant costs (normally higher)
 Longer stay
 Trends (linked to editor world) and social status
2.5. Characteristics of touristic services-products
Tourism = third area/area of services (product = room)
a. Transversality – heterogeneity – plurality
Tourism = gathering of touchable and intouchable activities to satisfy human need
 consumption of life experience during holiday period in destination
 necessities/desires of goods/services go beyond strict touristic needs
 touristic expenditure distribuite on transversal level of goods/services
A. Heterogeneity
= list of different goods and services
 varied offering, different preferences of clients, different economic sectors,…
 tourisms < motivation, destination, prices, target, duration,…
 themes = interaction human environments (nature/culture, economy, society)
B. Transversality
= analysis of different factors of tourism
 Anthropology, geography, architecture, urbanization
 Gastronomy
 Transport, public administration
 Psychology, sociology
 Ecology, formation, communication
Tourism
= touchable and untouchable activities to satisfy human need
 life experience
 necessity/desire of goods and services bought by tourists
 tourists by products from touristic + non-touristic sector
 touristic spending is distributed over different sectors
 touristic spending involves (in)directly different sectors 5 < type of tourism

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energy, commerce, transport, alimentation, reacreative activities
  tourism = NON-SECTOR
 touristic production and activities:
 Direct = characteristic
 hotel, restaurant, travel agency, transport, cultural attractions,…
 Indirect = connected activity
 supplier of direct activities (public info, shops, fuel)
 Induced = fixed touristic capital goods
 not directly linked to touristic spending (public transport/work)
Touristic spending
= sum of spending of visitors for buying goods&services used for&during holiday
 qualitative&quantitative variation < target, situation, socio-economic condition
 Daily spending (pro die)
= total spending/presence
 Individual spending (pro capite)
= total spending/arrivals (per person or per holiday)
 Define tourist basket
 From offer: Analysis of productive sectors involved in tourism
 production in touristic system
 touristic demand
Criteria: exact percentage of production not known
< also residents by “touristic” products
 From demand: Analysis of touristic demand
 demanded production in touristic system
 productive sectors in tourism
Criteria: demand not precise
 calculations are continue + objective = interpretation of spending
 Individualize spending:
1. Spending during holiday (not before departure or after leaving)
2. Sources of finances
= touristic (final client), companies, public sectors
3. Admixture between consumers
 tourist and residents:
o Tourist-consumer = touristic spending
= specific spending – ordinary spending6
= touristic goods (hotel)
o Consumer-tourist
= ordinal spending (food)
o Tourist-investor
= lasting goods
 investment7 not for touristic end (not in touristic spending)
b. Immateriality
Interval between paying and departure = moment of insecurity and perceived risk
 reasons
 Payment in advance of not-valuable service
o Search good
= evaluate quality of product when you buy it

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can also be higher < quantitative and qualitative terms
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investment not used in right term: in economy of tourism, investments are the capital of State or
private companies for touristic goals (touristic infrastructure or capital)
 o Experience good = tourism
= impossible to evaluate quality of untouchable product
 evaluation of quality during experience
 Touristic information
 Tourists suffer from incomplete information before departure
 Characteristics of their choice
 Price/market
 lower offerings, better ratio price-quality,…
 Possible alternatives/market
 limited choice < emotion, subjective, personal sources of info8
 No direct confrontation with subject of exchange during purchase
 No direct transfer of ownership
 only use of services and benefits from experience
You don’t buy the room, you buy the night in the room
Relation research – evaluation quality
 medium stay
 prices in touristic destination (booking, food)
Reason
The more the quality of goods is evaluated (more information)
 more clients are acknowledged
 more possibility to choose location with best ration price-quality
 pay less + higher medium stay
c. Variability/inconsistency
Holiday influenced by
 many different uncontrollable factors
 personalization: tourists decide holiday
 Trends
 Different elements discovered during holiday
d. Supply/use
Good is consumed in more restricted time + process on 1 place
 production starts when client enter service
 at same time, also supply and use take place
 moment of truth requires high flexibility + mechanization of actions
e. Perishability
Holidays are damaged over time + not reusable or conservable
 every day that room is empty = lost day = lost economical value
 carefulness in prevision of demand: tourism = not storable
f. Strong subjective component
Services, especially tourism, are always under human subjectivity
 Personalization
 Free time for tourists
 Aesthetic aspect: taste and attitude
 Evaluation of information
 Choice of holiday
 Product is made by humans (eg. organized holiday)
 productive chain of tourism = subjective < made by humans, intelligences
 positive aspect, but negative to control9

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word of mouth = more reliable than pubblicities
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conflicts between people, updating knowledge about inventions, technologies
  Elasticity of demand
= % of change in demand/ % of change in prcie
 response of client to variation of price
o Much variation = very elastic demand (rule in tourism)
 mass-tourism don’t have intellectual aspect = no acceptance price
Exception: prestige products
Higher price = perceived as increase in intellectual value
 increase price = “necessary to stabilize increase in value”
 increase clients
! Decrease price = lost of value = big loss of clients
o No variation = stable demand = confident clients
 Interpersonal contacts
 Participation of staff to idea, mission, activities
g. Stagionality
Systematic and regular variations in presences and arrivals of tourists
 Sea: season = summer months
 Mountains: season = winter (ski) + summer
 low season in autumn = closure hotels
 Art: constant events = constant presence of tourists
 depends from type of art = type of tourism10
A. Other stagionalities in year
 Interstagionality
= variation demand based on season
 Infrastagionality
= variation demand in 1 season
 Microstagionality
= variation demand in 1 week
B. Influencing factors
 Climate, seasons
 Structure of offerings
 Access
 Festivals, feasts, holidays (religion, civil)
 Prize, economic-productive cycles (inflation, income,…)
 Cultural activities and events
 Trends
 Unpredictable events (nature, political problems, terrorism)
C. Indicators of stagionality
 Index of stagionality: max. presences/min. presences
 Intensity: max.presences – min.presences
 Peak factors: max.presences/medium presences
D. Effects of stagionality in mass tourism and destructive monotourism
Positive
 Time to renovate or spend time with family in low season
 Possibility to integrate income with other activities in low season
 Positive peaks for events and attractions, especially in high season
 high income
Negative

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eg. pelgrim tourism has more seasonality than architectural tourism
  Additional costs for management
 optimal dimension of investment?
 costs for missing clients, lost of potential income
 Congestions, pressure, costs
 environment, security, hygiene, utilities,…
 Contemporary movement of labour force
 discouraging qualitative and quantitative employment
 not prepared or motivated employers
 Alternation in socio-familiar equilibrium
 work stress = effects on social life
E. Beat stagionality
 Variation of offerings, festivals,…
 Discovering new themes
 Transport, access, prices
 Propose new ideas or improve existing features
Re-equilibrating and controlling stagionality
 Taxes, payments, tolls = increase price in high season
 Media campaigns + information and orientation
 Distribution of clients over territory in high season
 Development gamma products/differentiation-target
h. Marketing inversion
Classic marketing
Analysis of demand leads to product that satisfy consumers
Tourism = inversed marketing
Base of departure = territory, not demand
 territory = product
 change distribution: client goes to product, not product to client
 touristic services are inside territory/product
 analysis of characteristics of territory: history, culture, nature, economy,…
i. Territoriality
Inseparability of services from suppliers and territorial context
 system of supply and use
 company, system, destination = all inside territoriality
 touristic resources = territorial resources
Reflexion
Over time: tourism of WHERE changed in tourism of WHY
 same person can choose multiple holidays
 different types of holiday/person + extreme segmentation/holiday
 personalization: tourists want to enter in all levels of territoriality
3. Tourism and territory
Criteria on tourism: creation of globalization
 authentic territories use stereotypes to increase commerce, to survive
 globalization = damage (neutralization) + help (eg. small producers)
3.1. Pre-touristic territory is touristic resource
Territory = system of different elements with very strong relationships
 touristic resource has to be handeled as system
 tourism = ecomomic, social, cultural system that involves and changes territory
 a. Territory
= system of touchable and untouchable11 elements
 territory = place organized by man
 all elements have influence on tourism
Touristic system in territory
Tourism is distribuited inside territory
 touristic producers = >> linked to territory
 tourism covers + influences territory < movement of money, object, people
 External: strategies, policies (touristic products)
 Internal: community of residence
b. Touristic systems
= fragile: possibility of breaking as they are open, complex and conflictual
A. Open
Interaction environment, external interchange with money, objects, people
 open = interchange = tourism
B. Complex/Heterogeneous
Tourism = hotels, taxis, restaurants,…
 touristic expenditure influences other systems of tourism
C. Conflictual
 Tourist-resident
 Touristic companies – non-touristic companies
 Residents – administration (takes decisions in advantage tourist)
 Between targets inside company (eg. different culture)
 Public goods and private goods
 usability = problem12
o Public goods
 pure public goods
 Indivisibility of pleasure
 everyone can enjoy good by law
 no restrictrions to part of population
 No excludability of benefits of consumption
 technically: excluding is not possibile
 economically: not convenentional
!! But: residents pay damage
 impure publice goods
 Physically closed (eg. museum)
 Phenomen of exludability (closed, limited)
o Private goods
 goods of common property (eg. garden, park)
= similar to pure goods, but private in this case
= strong revolt and exclusivibilty
 private goods
3.2. Touristic expenditures
 Territory = natural/cultural resource for tourism
 Touristic productions

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touchable: infractructure, geography,…  untouchable: history, laws, traditions,…
12
eg. beach: private goods (taxes paid by residents), but visited + damaged by tourists
public goods (beach is public space)
 semi-public
  touristic consumptions = externalities 13
 Positive: beneficial subjects don’t pay price for received benefits
 Negative: damage not compensated by responsible subject
eg. pollution of sea by hotels
Externalities
 Consumptions
Individual consumption of goods influences level of value of other person
o Negative effect: influence on residence
o Possitive effect: influence on residence (depend on person)
 Production
= activity of company damages/favors production of other company
o Possitive effect: quality production and induced tourism
o Negative effect: industry-tourism
 Network (eg. internet)
= increase n° of people that benefit from good when increase of value good
o Positive: increase value of good for individual
 also increase value others (same/complementary product)
o Negative: influence of construction to build these network
3.3. Impact of tourism
a. Environment
Positive
Territory = touristic resource
 people take more care of it if they have this knowledge
 Awareness
 Conservation
 Protection/prevention
 Enhancement
Negative
 Pollution
 Impoverishment
 Damage, wear and tear
 Congestion
Carrying capacity
= maximum number of tourists that place can carry without having damages
 beyond point = economical, physical and social damage
 carrying capacity applied to environment, social sense, economic sense
 not precise limit: open to influences and effects of
o Technological advances and innovations
o Models of consumer behaviour
o Efficient management of resources
 Parameters for analysing tourism impact on environment
o Ratio of tourists to surface area
o Land use and usage of geographic space
o Organization of tourism supply
o Administrative policies
o Residents’ attitude towards tourists and vice versa

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positive/negative effect of production/consumption activity of subject/comany/compartment on
other subject without receiving any compensation (neg.) or money (pos)
 externalities occur with subject that had no decisive role in activity
 o Economic and social differences
o Impact of tourism on commercial activities
o Local business health
 calculation:
o studies over protracted periods of time
o statistics + analyses in social, economic and geographic indices
 income, quality of life, impact on resources,…
 sustainable politics to protect environment
 constant monitoring and analysing repercussion on environment
 tourism planning
o systematic and global vision of destination and geographical area
o avoid consumption resources
o not alter cultural identity
o not responsible for creating social tensions
o bring added value without driving out other socio-economic activities
b. Society
Positive
 Keeps cultural identity alive
 Foster cultural exchange, growth
 Entertainment/leisure opportunities
 Employment
 Increase living standards
Negative
 Loss of cultural identity, commodification
 Social gaps (discrimination – positive and negative)
 Higher costs, social tensions (conflict between different types of people)
 Decrease living standards (depend on management tourism)
c. Economy
Positive
 Tourism expenditure
 Valuable property
 Boosts local business opportunities
 Attracts investment
 Drives for innovation
 Stimulation professionalism in workplace
Negative
 Crowding out, monoculture (displacement)
All entrepreneurs see tourism as future
 touristic sector replaces all other types of (non-)touristic economies
 destination = monocultural economy
 loss of economic identity (tourism is only form of economy)
 social and environmental impacts on territory
o Non-touristic sectors
 Limit productive conditions for survival population
 residents can’t buy any primary resources (eg. food)
 other companies can’t get primary resources: close
 Voluntary conversion
o Public state must limit development (eg. block construction)
 Overdependence
 Exploitation
  Higher costs, unequal distribution
 Overvalued property
4. Enogastronomic tourism
= type of tourism with most possibilities to be sustainable
 displacement not possible: need other companies for raw materials
Positive effects
 Respect for landscape
 Valorization of territory
 Diversification
 Interchange with outside, knowledge of residents
 Quality product and chain control
 Specialization, innovation
 negative effects: monoculture for gastronomic specialties, loss woods for production
Goal: let the tourist “eat” the territory
4.1. Quality
= way product responds to sustainable needs (environmental, social, economical)
+ ability to perform satisfactorily, to be safe, pleasing and reliable
= provide necessary things for tourism from point of view of
o Infrastructure
o Environment
o Production
o social conditions
o sustainability
 linked to
o Loyalty toward producer or brand preference
o Terroir
o Interaction product quality and environmental quality
 interaction expected/supplied quality and experienced/perceived quality
o Expected quality: wants, needs, expectations (culture)
o Interaction: technical quality offer/product type (information)
o Experienced quality: functional quality offer/product format (image)
 Interaction emotional quality – certified quality (guarantee)
 attention to technical know-how (eg. organizational) + entertainment etc.
 value of visitor experience ‘of life and of holiday’
 also influenced by sustainability: safeguarding + development terroir
Fabricated quality
Loyalty/preference to service/product can be given before trying
 instrumental quality of product < quality-fabrication
 ET: characteristics product, nutritional and organoleptic attributes
4.2. Four concepts of enogastronomic tourism
Decrease touristic impact = create territorial and cultural experiences
 region and environment = chief attraction + main resource
 demand can only verify purchase by experience it in destination (product)
 make tangible < cultivating awareness of environment + resources
 travel between geographic place and quality products
 know geographical place that creates quality product + characteristics place
 4 precise requests to have perfect enogastronomic experience
Terroir-milieu-territory/region-landscape
2 theoretical-practical extremes:
o Cru: high quality product intrinsically linked to particular region
 o Physical, geographical space within with it is confined
 4 concepts bring together geography, economy, sociology, anthropology
1. Territory
= space modified by man
 worked many years on land = part of culture, traditions
 territory/region = expression human intervention and organization
2. Terroir
= physical-agronomical conditions
= expanse of land with characteristics identifying it from agronomic perspective
 characteristics < terroir’s physical qualities 14 + human intervention
 identity place based on cultural, geographical, ecological characteristics
 territory, milieu, landscape are all part of terroir
 terroir created denominations of quality
3. Milieu
= cultural substrate of place
= common heritage and collective identity
4. Landscape
= principal element of enogastronomic holiday: basic conditions
= most susceptible to territorial/regional systems
 background noise: play with products of territory, but character never changes
 residential affection: make tourist feel part of destination
 cultural reality: result of human endeavour and interaction environment
!! ET is not possibile everywhere
 food-product of place is not always ‘nucleus’ of holiday
 if place is more adapted to other aspects (eg. arts): food = complementary aspect
!! ET mitigates effects of economic monoculture
No drive-out of economic activities < tourism-related activities
 complements + interacts with other economic chapters
Synesthesia
= expressive association between words with different meaning
 ET: transform degustator in observer/visitor of territory
 make people perceive flavour of territory during degustation
4.2. Origin
Already present in classic authors: knowledge of what to eat, where,…
 1841
First enogastronomic guide
 list of addresses where you could eat quality food (for French and English)
 1931
First “Guida Gastromica d’Italia” by Touring Club
 1986
Methanol scandal = disadvantage for wine tourism
+ birth Slow Food
 birth Gambero Rosso (classficiation) + ‘territorial’ quality brands
 1993
Birth of enogastronomic tourism as organized form
 wine cantines open doors for tourists
 1999
Law on ‘strade del vino’: first construct touristic product, then commercialize
!! ET is still very disorganized in practise

14
3 physical markers of agricultural production: earth/rock, soil, atmosphere
 Society where eating well was norm + standardization taste < mass food production
 new generation of consumers: back to roots/authentic taste + new/innovative trends

4.3. What
ET = visit food (producing, eating, buying)
 ET = cultural + integral (can be combined with other types) + fashionable
 Positive aspect: easy integration with other types of tourism
Target
Curious person that wants to appropriate sense behind place
 holiday = experience
 Myth of Golden Age: exploring and reliving past
 Myth of Minerva: new cultural knowledge (offical part, eg. museum)
 Myth of Deserto: beauty, emotions
 Myth of Epido: needing to belong, be part of place, memories
4.4. Approach
a. Traditional approach
1. cognitive phase: knowledge that you need/want to travel
2. Interest: how to satisfy need?
3. Valorization: information offerings
4. Decision and choice: buying
5. Fruition: experience + verification expectations
6. Reflexion and diffusion: return, analyses, word of mouth 15
b. Experimental approach
= to inform and document before/during/after holiday
 share experiences before/during/after with relatives < need to talk
 active experience of holiday: entire personalization
4.5. Segmentation
a. Segments
Classic parameters to divide public: individual (age, work), psychological (preferences)
 divide general public in small segments of market
 every segment:
 Homogeous
 all persons/segment have almost same characteristics
 Substantiality
 big number of people in 1 segment (little generalization)
 Durability
 all segments needs to evolve at same time during years
 follow groups during life
 Differentiality
 Accessability
 reach segments (real consumers) via communication
 Quality – sustainability (adapted to company)
 based on characteristics of segments, ET needs to choose own segment
 criteria = profitability, attractiveness, quality-sustainability
b. Simplification of target in enogastronomic tourism
1. Gourmand of excursion

15
negative has much stronger influence than possitive
 Only interested in food/product
 visit + degustation + buying (easy to please: doesn’t ask a lot)
2. Taste tourists
Ask for holiday with food, but needs more complete and wide journey
 spend more days in destination: food alone is not enough
 Territorial accessories
= landscape, welcome of residents
 Functional – necessary accessories
= accessability structure, information
 Complementary accessories
= enogastronomic products, sports, pleasure
 Facilitating functional accessories
= touristic intermediation, information
c. Gastronomic deposit
= necessary elements of gastronomic product to provoke attraction
 Uniqueness and originality of product
 cultivation method, value of species/raw materials/process, artisinality
 these elements only available in that place
 Good (+ clean and fair)
 via communication: quality product
 recognition of quality (eg. Presidium)
 History, context adapted to landscape
 provocation of emotions, sensations
 product = symbol of territory: place and product are directly linked
 Rarity, limited production
 Marketing mainly on site
 product not available everywhere (unique), but must be known (attract)
 maximum limit on quantity, minimum limit on commercialization
4.6. Bussiness of enogastronomic touristic product
a. Reasons
Construction and ideas depend on company
 advantages to ‘open’ EG bussiness:
 Economical effects
 Educate clients
 Study and diversify target
 Stimulate local competition
 Communicate territorial values
 disadvantages: damage of visitors, loss of food,…
b. Contract hotel – travel agency
Agency sets up catalog of packets and itineraries 16
 need small marketing analysis
 prerequisites:
 Know territory of travel
o Bibliographic study: books, internet,…
o Verification on site
o Critical evaluation (positive + negative)
 depends on target + goal of agency (philosophy)

16
articulated route of journey: week/day + divided into different parts of life (sleep, eat, rest)
  Type of residence
 stay on one place, change every night,…
 Analysis competition
 Target
= who would be interested in itinerary + characteristics of target
 Positioning/appeal
= in relation with competition
 big coherent adapment theme – route – travelling
A. Theme
 Originality
 more particular theme inside general category = more attractive
 theme = motive of travelling
 Refinement
= show whole territory through theme
 Easy understandable, simple
B. Route
= physical issue: depends on many variables
 Transport
 choice depends on many factors
o Distance, stages, stops
o Weather and difficulties
o Type of road
o Time of stay
o Period/season
Eg. Sportive transport methods: need max. and min. distance/day
Eg. autobus for big tourism:
 long distance, comfort
 only big and comfortable roads
 Risks and possibile alternatives
 Sanitary assistance
 Distribution and selection of structure and suppliers
Type of routes
Every type has other influence on travel
 Branched or circuit
= ideal to discover surrounding area (also radial)
 Radial
= one fixed place from where you leave every day
 economically better (more nights in hotel = less price)
 Linear
= ideal for coastline, longated regions
 Mixed
4.7. Tourist product
Definition
Ordered list of goods and services referred to different tourisms + variated regions of
transit and destination
 Value territory-resources-tourism < SWOT
 explicit values on which product is based
 area has to be considered as essential component of tourism system
 Individuate values of market + connections between groups of values
 strong diversification of demand
 
Construct project-product
 actors, strategies, objectives, time, resources,…
 Touristic product = meeting point between demand – offer – client
 Transform territory in complete, coherent and competitive product
 Problem: characteristics of territory are not always demand of target
 Points of view:
 Demand: product = everything I ask in a holiday
 tourist product < consumers needs, wants and expectations
 Offer: product = everything that is put together to reply to demand
 tourist product < supply side aims to wholly satisfy client’s need:
o Tourist translate demand into tangible and intangible elements
 ideally satisfy needs and wants
o TO seek to prepare and organize tourist product
 respond as closely as possible to demands of real/potential clients
 Product = medium between demand and offer
 For tourist: all elements are equally important (horizontal prospective)
 overall estimation of worth product
 1 negative experience in global TP = negative consequence for all suppliers
 cancel out all happier and more positive experiences
 more influence on external elements = more chance to create sadisfaction
 For hotel manager: his prospective is more important (vertical prospective)
 hierarchical: own business = exclusive significance/value
 little attention to other elements or component not directly connected
a. Strategic marketing approach to transform area in tourist destination
1. Assess/appraise area and resources + single out potential tourist attractions
2. Identify visitor needs, wants and expectations + link to area’s resources
3. Best actors, most suitable strategies, set of objectives
4. Wide range of options and services
 rich and varied product
 every single component = distinct + linked by coherent theme
!! Dismantling region to create corresponding product = dangerous + counterproductive
 especially if demand has nothing to do with spirit or potential resources region
 TP in constant flux: interaction internal + external elements
 depth interaction < identification new components + richness and variety offer
Relating tourist product to 1 single product offered by producer in destination
Specific TP inside global TP
b. Global touristic product
Destination = product: tourist searches
 Climate, service, infrastructure,…
 Resources, communication, promotion, hospitality, security (violence,
alimentary, sanitary), environmental and civil responsability
c. Specific touristic product
= principal activity of supplier: realized elements directly produced by himself
 elements part of environment, territory
 company also sells other elements of territory = increase prospectivity
 regional tourism system = part of specific tourist product
 business activity communicates and reflects environmental characteristics region
Strengths
o Territorial significance of agro-alimentary resources
o Environmental context of offer
 d. General tourist product – Normann
 Core product
= product and type of tourism organization responsible for planning/production
 Ancillary components
= define/complete/identify/differentiate product from competitors
 increase offer < incorporating other elements = increase differentiation
 Problem: less control over TP as a whole
 leave organizational aspects to external operators = complications
e. Comparison public-private aspects TP
o Identify market position
 correspondance with rol that organization plays in destination as whole
o Internal aspects of business or organization
 analysis external conditions + internal elements
 subsequent marketing actions consistent with product identity and image
f. Distinct product – Kotler
Can be adapted by supply-side actors in food and wine tourism
 Core product
= satisfy real needs + goods/service benefit required by tourist
 Facilitating product
= goods/services necessary to facilitate access to core product
 Support product
= add value to business product
 differentiate from competitors + position it in market
!! Support product might be facility product for other categories
 everything is in exchange with territory
 Not completely closed/self-sufficient: related to environment + people
o Interface internal environment/atmosphere – external environment/atmos.
 ET: perceive with all 5 senses
 internal environment sets mood of visit
o Client participation
o Client interaction with other clients
 timing + planning visit = quality experience
 conflictuallity of target
o Client interaction with internal and external tourism system
 3 phases of experience internal services
1. arrival
2. consumption
3. separation
g. Extented tourist product
= system or network of different parts
 series of interlinking relationships between different regional companies
 explicit agreement to share same values, objectives and standards
Tourist value
o Regional operators (including outside tourism) must work together
o Policies/strategies for tourism managment take host communicty into account
 maximum involvement
 give tourist value to production region or destination
4.8. Tourism models: gastronomic product
Determination role gastronomic product: central or accessory
o Amount of visitor interest
 o Productive role of destination
 certain characteristics must exist to appeal visitors
 aim: discovering and tasting specific product
o Exceptional organoleptic quality as result of
 Particular growing or breeding methods
 Quality of raw materials/breed/species
 Transformation processes
 Traditional or highly innovative technological methods
o Uniqueness and originality
o Rareness or limited production
o Traditional and cultural roots
 strong links with land and surrounding area
o Points of sale mainly confined to production place
 consumer forced to travel to destination to purchase product
! Usefull if consumer has some knowledge about product
 good communication strategies or retail opportunities outside
Other factors that influence product appeal
= linked to individual interest and personal judgement of consumer
 difficult to control:
o Perceived value
= linked to cultural level of consumer + production process
 consumer opinion also influenced by media and opinion leaders
o Occasions for consumption and degree of satisfaction given by product
o Shape, consistency, perfume, colour,…
o Emotional response
Support of product
o Regional resources and attractions
o Host community
o Well-organized infrastructure and effective management
4.9. Communicating identity of gastronomic destination
Problems (created by post-modern approach)
o Progressive elimination of reference frames for time/space
 geographical def. destination = no reference to actual physical surroundings
 tourist: destination is area on itself, no ties to real environmental context
o Confusion reality-how it is portrated
 lack of interest or indifference towards true regional/geographical identity
o Tendency by tourists to collect places and landscapes
 not contextualized: fragment of real geographical identity of area
o Desire to enjoy at all costs every aspect of holiday
 remove any negative factors from visitor experience
 modifying/cleansing element unattractive elements
 removing integral and authentic part region
o Superficial and glossy image of destination
 loss identity + cultural/social/economic vacuum
Food and wine tourism
= strong compromise economic aspects – richness and range regional resources
 communication strategies:
o Underline + reinforce importance of environmental protection policies
o Attract tourists
o Give sense of belonging to region on part of host community
 symbolic load to terroir + protect natura land socio-economic characteristics region
  explicit links leisure/holiday activities – agro-alimentary production in terroir
 avoid risks post-modern approach
Characteristics communication
o Promote true and consistent image of terroir
 unique characteristics + give sense of spirit to place
 inform potential visitors about real and significant benefits
o Overall perception of area
 aware of individual components/resources
o Gastronomic product = precious resource
 difficult to find somewhere else
o Different communication threads
 reflect different types of offer in area + different targets
Strategies
= according to specific characteristics region
o Tradition
 highlight positive elements and natural vocation of destination
 coordinating or reinforcing competitive, thematic, distinctive factors
o Evolution
 mix of factors responsible for change, beginning with current situation
o Radical innovation
 complete and absolute change in vocation of destination

5. Geographical models
5.1. Life cycle of destination - Buttler
Evolving: evolution of tourism in time
 destination and specific characteristics of tourism change over time
 dynamics linked to
o Changes in consumer tastes and choice
o How area resources have been maintained
o Changes in local development plans and policies
o Usage infrastructure/attraction - socio-economic-environmental conditions
 growth + decay
 each stage: changes in perception destination + projection destination image
 Butler: life cycle of touristic product/destination

Different phases
 1. Introduction-exploration
= discovery unknown destination by tourist: word of mouth
2. Involvement
= increase tourist flows
 still undeveloped transport connections, hospitality services and facilities
 speed up organization infrastructure
 modest tourist impact
3. Growth
 outside investors + external organizations drive out local businesses
 increase infrastructure and communication policies
 maximum growth, increase price and profits
 consumption of space and resources < mass tourism crows
 earnings not distributed evenly among host community
4. Consolidation
Tourist sector dominates local economy
 still increasing visitor numbers, but less intensely
 incentives for further development
 strong rejection of host population
5. Maturity-stagnation
 flat growth, visitor numbers peak
 environmental appeal irretrievably lost
 decrease prices and market share
 tangible local population’s hostility
 investment sought to activate artificial
6. Rejuvenation or decline
o Decline
 internal conflicts and decrease visitor numbers
 real estate + residential and commercial sectors
o Rejuvenation
Investments and shared smart planning
 relaunch destination’s image < new products + services
 recuperate previously undervalued resources + different functions
!Profits decline at start < investment, carrying capacity
 after initial period: growth profits
!! Already at start problems with carrying capacity
 need of planification in future destination
 blocks to prevent damage
!! Destination declines for all types of tourists 17 (visitors + ‘settled’ tourists)
 interest < escursionists: no overnight possibility, only interested to visit 1 day
 no interest in longer stays < location lost territorial identity
6.2. Evolution in categories - Miossec
! Especially island suffer from this evolution
Gradual evolution of area touched by tourism
 phase 4 = total tourism: locality completely consumed by tourism
 another possibility: growing awareness to intervene + stop total paralysis
a. Infrastructure: transport, connections
 Stadium 0: isolation
 Stadium 1: end of isolation; first arrivals
 Stadium 2: increase traffic, connection touristic centres, > transport types

17
every type of tourist has own curve
  Stadium 3: circuits of visits and excursion
 Stadium 4: maximum connection
b. Destination (organization geographical space)
 Stadium 0: unknown, destination not considered
 Stadium 1: pioneer location, initial (touristic) centre
 Stadium 2: multiplication of internal touristic centres
 Stadium 3: organization of holiday space for individual centres
 Stadium 4: hierarchical specialization, saturation
c. Touristic behaviour
 Stadium 0: unknown, no interest
 Stadium 1: global perception, first impression
 Stadium 2: growing + more specific perception, different places
 Stadium 3: competition and spatial segregation
 Stadium 4: disappearance tourism types, total humanization, substitution
d. Administration and residential population attitude
 Stadium 0: mirage (tourism would be nice) or refusal (no tourism)
 Stadium 1: observation of development
 Stadium 2: infrastructure and provision of touristic centres
 Stadium 3: segregation, dualism between places and residents
 Stadium 4: environmental planning, protection, conservation
e. Weaknesses model
o Not take other economic sectors in account
 may have been active before tourism development
 ET: embodies socio-economic aspects
 emerge with tourism and agro-alimentary production
 rare loss of regional identity in gastronomic destinations
o Type of image projected of destination
 stereotyped + not reflect true potential
 regions based on fame and reputation
 alteration of social layers + traditional production activities
5.2. PLOG model
Who travels?
 behavioral research: characters of tourists that travel to different destinations
 how to treat different tourists based on behaviour?
3 categories of travellers < behaviour:
 Psychocentric: self-inhibited, unadventurous
 close destinations, not far from familiar habitat
 Midcentric: less familiar
 use TO, travel agents, incoming
assistance
 Allocentric: adventure + excitement
 own travel arrangement

 every destination has own characteristics and bond with origin of tourism
= explanation for behaviour of tourist of specific destination
Miossec-Butler-Plog
Evolution of tourist destination based on characteristics of visitors
o Allocentrics: initial phase development
o Psychocentrics: mature (or even declining) destination
5.3. Evolution of touristic landscapes
 Value travelling tourism = zero: no excursionists, most tourists with long stay
 Value travelling tourism increase: more excursionist, decrease medium stay
 extreme situation: only travelling tourism
1. Pre-touristic phase
 Few or not known area: interest of exploration and knowledge
 Organize camping
 local authorities organize services (water, light, telephone)
 birth of more expressed offer = some impact on environment
 Travelling tourism
2. Decline of tourism
 Precarious, but firm structures (eg. some hostels)
 Increase intensity use of territory + its transformation
 Increase second houses + not-planned structured
 Residence tourism
3. Mature tourism
 Favour real urban landscape
 urban planning with big condominium complexes + hotels
 Maximum environmental impact + amount of travelling tourists
 Residence tourism
4. Post-touristic phase
 Touristic intensity declined other economic activities (urban +rural)
 autonomy of tourism
 Hotels concentrate on business travels
 Travelling tourism
5.4. Touristic fluxes – Lundgren model
= 4 different types of place of origin and destination
 analysis based on their function + geographical position
 correspond to traveller behaviour:
o Tourist flows and distribution in various areas
o Devising business and tourism development strategies
 designing promotional strategies to appeal to specific targets
1. Metropolitan or urban destination
= network of interconnected infrastructures: easily accessible
= leave and arrive most tourists
 touristic target: character, money, cultural motives = base of treatment tourists
! Exchange between metropolitan cities: # leaves = # arrives
2. Suburban destination
= linked to nearby cities by outgoing and incoming tourist flows
= tourist that arrives in metropolitan city and moves to suburban area
 recreation or particular attraction for city residents + temporary visitors
3. Peripheral destination in rural areas
Pass through urban centre to reach these areas
 small country town or village = base to discover area
4. Natural environment/long-distance areas
Lengthy journeys or long-haul flights
 green areas, natural environments
!! Also fluxes IN destination
Tourist space organized in concentric zones
 1. City = source
 zone of daily tourism
 global touristic product of city
 Principal product
= fundamental reason for visit (natural elements, culture,…)
 Complementary product
= resources: hotels, restaurants, congress centres,…
2. First ring around city
 zone of weekend + secondary house tourism (residents)
3. Second ring around city
 zone of vacation (residents)
Other factors to take into account
o Typology of tourism and travel organization, seasonality, length stay,…
o Transport means and network connection
o Costs < distance, level service, reputation destination, transport, seasonality…
o Information available
o Activities supply side, hospitality level, socio-political-economical situation
5.5. Criteria for analysis tourism (Lozato-Giotart)
Analysis
 Depends on geographical scale: define environment of analysis
 Evaluate relation between real and perceived geo-touristic situation
 Reason for analysis: articulation of touristic space with other functional places
 every destination has own criteria, typical combination and particularities
 specific spatial configuration/destination
1. Social-economical integration/exclusivity in tourism
 influence of touristic activity on whole economic/social activity
o Specialized location
 tourist/economic monoculture, exclusivity
 small villages, tourist villages
o Polyvalent location
= integration of tourism, socio-economic biodiversity
 big destination: complex, many activities, different productions
2. Spatial forms and environmental-geographical impacts
 Distribution of touristic centres: how + why
o Polynuclear destination
 touristic structures difused in many areas/locations
 big cities: hotels diffused in area
o Mononuclear destination
 touristic structures concentrated in 1 area
 different motives (eg. economical, political)
o No nuclear destination
= total lack of tourism infrastructure/services
 Distribution of touristic attraction: how + why?
o Multipolar destination
 touristic resources diffused in more poles
o Unipolar destination
 touristic resources concentrated in 1 pole/location
o No polar destination
 landscaped areas = particular touristic-geographic identity
  type of poles is based on polythematic or monothematic criteria
 nature, art, enogastronomy,…
 specification of themes < polyproduction or monoproduction
Food and wine tourism
2 macro-categories of destination types:
o Urban space: multi-purpose and polynuclear
 also regional and rural spaces
 distribution visitor stops connected to morphology of terrain + theme
o Regions with centralized poles of attraction
o Multipolarized linear regions
o Multipolarized mononuclear centralied
= high-quality accommodation establishment
 hospitality connected to surrounding environment
 tourist offer includes gastronomic component
o Multipolarized regions
 Regions with multiple urban pole attractions
 strong bond between cities and areas in between
 Regions with strong + intermittent multiple poles of attraction
 main urban centres, area between only point of transit
 Multipolarized regions with widespread nodal points
 multipolarized and monothematic
o Cities/sites: 1 pole or 2 poles of attraction
6. Tourist package
= pre-maid combination created by anyone of at least 2 of the following factors:
 Transport
 Accommodation: at least 24h (1 night)
 Non-accessory touristic services
 no part of transport or accommodation package
 significant part of tourist package
eg. taking care of luggage = accessory touristic transport service
 umbrella at beach = non-accessory touristic accomodation service (extra options)
Food and wine tourism
Demand more for independent/autonomous travel
 problem: very wide offer to manage yourself
 TO can offer valid alternative to independent travel (< inside knowledge)
 advantage of people’s inexperience/lack of knowledge + save them time/money
Problem
Very wide target with different expectations
 tourist package: flexible or structured, but offering original and interesting deal
 food & wine: highly personalized service (client participate actively in planning)
6.1. Rules
 Tourist package has 1 price that includes all services 18
 separated facturation is not allowed
 Booking package = accepting + entering into agreement with organizer
 Service must cover a period of 24h or include overnight accommodation
 Subsidary responsability
= tourist doesn’t pay
 travel agency is link between client with complaints and tour operator

18
itineraries, visits, excursions, support of tour guide or representative during holiday
  touroperator has direct responsability (= organizzer + saler)
!! Majeure force/fault of client: travel agency or touroperator not responsible
6.2. Tour operator
= travel organizzation for third persons
 tourists and suppliers both need tour operator
Motives tourist
 Time and work
 Capacity: TO has database with contacts
 Lower price than own-made holiday
 Socializing: to meet many people
 Foresee precise expenditure in future
 Security of quality
 Big choice between alternatives
 Trend today: more ‘disguised’ home-made holidays
 Tourists use online services = online travel agencies that sell packages
Motives supplier
 Decrease seasonality: TO brings tourists in low season
 Attraction to specific segments of market
 More frequency of buying
 supplier sells different contracts to different TO = differentiation
 Foresee saling
 Increase generators of demand: events, direct contact
6.3. Holiday brochure
Communicate image that TO want to convey to target market
 philosophy, business approach, holiday proposals and offers
 2 years from research phase to final realization of project
 brochure = promotional tool + business card
a. Advantages structured itineraries
o Discover area + appreciate unknown environment
o Stimulate visitor curiosity (themed tours)
o Prolong stay = more proactive + more satisfying
o Resource host community + more respect for immediate environment
 increase visibility market + add value + distinction competitors
b. Technical strategies for itinerary planning
1. Know region
= geographical features, natural resources, culture, society, economy,…
 perceived image of region = cultural identity lived by host population
 suitability of area must be verified: SWOT analysis
2. Aims and objectives
o Role public organization: highlight regional resources
o Role TO/private enterprize: marketing strategies + profit margins
 itinerary reflect relation with area and competitors
3. Market analysis and decision making
o Market segmentation and choice target
o Analysis of tourism products already on offer in market
o Position product
4. Analysing project success potential + mangagent requirement
= actively programme tour
 o Choosing theme
= identity, unique, original, appropriate for intended target
 reflect region’s productive resources + cultural heritage
o Length of tour + stops en route
< season, type area, number visits, means transport
o Transport
< target + type tour, overall distance, length tour, time,…
Hiking and trekking: need maximum + mimimum distance (# km)
o Route conditions
= influence on duration tour
o Stops en route
o How long and when
< theme, area, distance, transport, # visits, target
 type infrastructure + services available < seasonality:
o Meteorological conditions
o Peak holiday periods
o Prices
o Selecting supply and resources
= accomodation, cathering, local tourism operators,…
5. Planning route format: linking area resources and themes
< geographical aspects region + thematic aspects of holiday
 designing tour route = identifying and integrating
o Main themes
o Geomorphological and cultural features
o Richness, value and location resources
o Presence and distribution tourist facilities and services
o Technical aspects
Tour routes
Different routes can be organized in same area < different themes + target
o Circuit or daisy route
= terroir + productive region in marked and distinct context
 tourist pull factor = particular resource/attraction = startpoint
 visit other recources/local interests = complement main theme
 other reason: accommodation (1 hotel as base = more economic)
o Circular or circuit route
= areas with number of special resources/attractions
 theme links resources + sufficient services of accomodation
 tour starts and finished in same place
o Linear route
= connecting key distinations at long distances
o Branch route
= several principal attractions < tourist pull factor
 different destinations linked together + local excursions

6.4. Distribution
Have some similar points with communication, but different functions
Distribution
= methods to make product arrived on market
 choose best channels to let product and market meet and let market sell product
 accessibility of place and in time, from distance + before try-out
 channels, time, method, place: right, adapted, coherent
 Communication
Let know, information (content, originality, simplicity, appeal,…)
 cure image or convey coordinated image
 cure grade of attraction and notion of tourists (media, final demand, intermediants)
Tourism = inversed marketing
Market (tourists) go to product
 tour operators can’t show product, have to illustrate it < catalogue
 buyers can’t verify/evaluate product when buying
 travel agency/retailer = distributer between producers (TO) and clients (tourists)
 No distributor: TO must contact all different clients = high contact costs
 direct channel: supplier of product/service – final client
 Yes distributor: TO only contacts distributor19 who contacts clients = low cost
o Short indirect channel
 supplier of product/service – intermediate – final client
o Long indirect channel
 supplier of product/service – intermediate 1 – I 2 … – final client
Supplier
Offers single touristic services
 sell directly to clients or to distributor (eg. tour operator 20)
a. Function of channels
Choice of distribution channels dipends on product
 Commercial: contact with clients
 Creation image
 Segmentation
 Two-way information
 final client (about holiday) and producer (about clients)
 collect information relative to market and concurrents
 Promotion: diffusion of persuasive messages around offer
 Contact: give advice to producer about clients
 individuate potential buyers and communication
 Adaptation of offering to needs of demand
 Negotiation: price and conditions of promotion
 Finances: extra costs of channels
 Risk management: business connected to activities of channel
b. Selection of channels: criteria
 Characteristics of market
o Type of tourism, connection to area, type of destination
o Type of structure, agency
o Evalution of “channel collaboration” opportunity
 avoid risk/negativity , flexibility/capacity adaptation/evolution
o Economics
 efficiency and economic results, costs
o Evaluation of concurrence
 Goals of market
o Intensive politics: toward many intermediates
o Selective politics: toward limited and qualified intermediates
o Exclusive politics: toward 1 intermediate (specialized)
 decrease dimention + specialization of operator
19
can also be online: GDS (Global Distribution System) = database online (eg. expedia)
20
in catalogue TO  TO in contact with agency  agency in contact with clients
 c. Costs of distribution
 Publication, promotion
 Employees: PR, formation, selling, up-dating
 Educational tours
 Catalogue, website
 Commission
d. Direct channel
Eg. food and wine fairs = direct personal contact
Pro Contro
Control of positioning product/flexibility Stiffening structure, investment in
‘development of product concept’
Control of program (market strategies, sales) Limited diffusion product (not with use web)
Personalization, direct cure of client Responsability product
Decrease costs distribution channels Impersonalization by informative
intermediation (web)
Specializing product
High diffusion of product via Web + possibile
high interaction with client
e. Indirect channel
Pro Contro
Advantages of distribution channel: flexibility, Costs (commercial channels, catalogues,
display offer, direct sale point, extra service commissions)
Ratio cost:diffusion, increase promotion Difficulty to create efficient+flexible system
Control program + preview potential of ‘Informative asymmetry’ and contractual
diffusion and sale power: product identity lost along way
lost importance = decrease success
 solution: more effective communication
with distributors + gastronomic education
Specialization of function (and product)
Decrease administrative costs (employers)
Possible sharing promotion/channel costs
Division responsability under disputes

f. Distribution for ET
Choice distribution:
o Type of product
o Resources and characteristics of business
o Resources of region
o Potential costs and earnings
6.5. General contracts between supplier and Tour Operator
Supplier gives discount on rooms to TO
 exchange: foto and information in catalogue
a. Buy-out
Tour operator buys all places/rooms of hotel beforehand
 Only for big Tour Operators and structures
 Tour Operator asks discount (up to 50-60%)
 If not everything is sold, the bill goes to TO: hotel keeper can’t sell himself
 Buy everything = variable price
 TO has only fixed costs of room: can decide selling price to clients
  Start with high price in order to gain more
 When a lot of places are sold, TO lowers price until fixed cost to sell it all
b. Allotment
Option for TO to buy part of/all rooms
 with right of confirmation or refusal before established deadline
 TO can confirm/cancel21 rooms after purchase (with 20-30% discount)
 lower costs + risks of no-sale
 possibility to enrich offer gamma of destination without negative economic
consequences in case of not-confirmed sale previsions
 Small TO
c. Confidential
No clauses or obligations
 supplier agrees to sell own services to TO at discount tarif (5-20%)
 higher risks for hotel keeper < higher fixed costs
 less risks of unsold goods + higher risk of insecurity for TO (small TO)
 major flexibility + increase offer gamma
6.6. Price
= quantity of money exchanged to obtain product/service
 sum of values that consumers exchange for benefits of use/posses
 touristic consumption: experiental + territorial nature
a. Principal problems in determination price
 Too much orientated to costs/incapacity of evaluation of costs
 Not take into account internal/external environment
 territorial values, markets, internal organization/structure,…
 Stiffness and routine
o Missing revision of prices that reflect changes of market
o Missing variation in function of diversity product and target
o Missing analysis of market/presumption of product
b. Costs
Method: divide activity of company in specific activities
 development and direction/activity (employers, time, material)
 quantify costs/activity
 Specific costs: activities of agency/good/service
 good/service produced/provided in agency
eg. tourist package: hotel, restaurant, transport
 Common costs: activities taken place in agency
eg. water, gas, labour costs…
c. Determination price of tourist package`
Method “Cost plus pricing” or ‘Full costing’
= som of full costs of product + % of Mark Up
 P = C1 + C2 + C3 + … + Cn + Mark up
A. Specific costs
= sum of costs of necessary elements for realization product
 raw materials, employees,…
B. Mark Up
= adding monetary amount to costs of product
= quote of common costs (direction + compensation costs22)

21
TO pays fine (warrenty: occupy min. number of rooms or fine if cancelling)
  Cost of product = % of price
 more simple: based on prevision of sales
 requirement: perfect knowledge of agency
 Adding predetermined % to cost of product
 more strict
 confront with elasticity + characteristics of demand/action concurrents
C. BEP
= quantity of sales necessary to reach break-even point costs/revenues
= total common costs/(Unit revenues – Unit variable costs or Price)

22
salery entrepreneur: interest on missing capital used for investments, missing rents of location
of ownership