FEEDING COUNTRYSIDE TOURISTS
Exploring food knowledge dynamics in rural
destinations in Denmark
Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
FEEDING COUNTRYSIDE TOURISTS
Exploring food knowledge dynamics in rural
destinations in Denmark
1. The challenge: Local food to international tourists
2. Four strategic alternatives
3. Results: Markets and networks matter
Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
THE CHALLENGE
Local food to international tourists
From tempting prospects of synergy …
 tourists will eat anyway
 food experience add to attraction of destination
 local food an exotic quality
 boost local food production directly/indirectly
 Reduce consumption of food imported by tourists
… to international food experience production chain
 regional food experiences must be produced
 regional food made accessible to visitors
 attractions of regional food communicated to visitors
 regional food experiences demanded by visitors
Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
Rural food tourism
STRATEGIC ALTERNATIVES
Communication
=
Organisation
+
=
Localise suppliers
Market local products
+
Build cross-sectoral
networks
Food tourism
destination brand
RDA
DMO
F
T
T
F
F
Exchange
to be
increased
T
Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
INTER/NATIONAL
CONTEXT
RESEARCH DESIGN
Food and tourism in North Jutland, Denmark
Focus on
 local and/or quality food
 desirable well-off visitors
 extension of season
Key actor interviews
 food producers
 food retailers
 local policy makers


Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
tourism / DMOs
food / RDA networks
(local trade council)
RESULTS
Markets and networks matter






Production and perceived demand: local food
experiences, tourists and locals, what qualities?
Private drivers: financial crisis, limited private resources,
strength in numbers, a unified product
Private conditions: product complementarity,
limited direct competition, brand compatibility
Private results: producer-driven collaboration, crossreferrals, supplier relations, bottom-up networks
Public aims: bridging actors, bundling products,
knowledge sharing, access
Public initiatives: Network, distribution channels,
branding
Henrik Halkier , Tourism Research Unit – halkier@cgs.aau.dk
RESULTS
Markets and networks matter
Communication
=
Organisation
+
=
Localise suppliers
Market local products
+
Build cross-sectoral
networks
Food tourism
destination brand
Many strategies unfolding, synergies
 Links to wider strategies for extending season?
 Holliday homes: Self-catering and beyond?
 Degree of fit with development of food demand by
(international) tourists?
