ITM Bachelor 5. Sem.
Food & Beverages as Tourist Attractions - Example Craft Beers in Northern Germany

Tu 14.00-17.15 h S 15

4 SWS Course

Prüfungsleistung: Presentation and Assignment Paper (12 pages)

Craft Beer tourism: https://www.youtube.com/watch?v=31HU7D0GbvU

https://www.youtube.com/watch?v=KNK_XXVo-2U

https://www.youtube.com/watch?v=dZoedfn1pGg

	2.10.	Who we are, Goals and Shape of the Course, Shared World Map https://mapchart.net/world.html Introduction Global Tourism Trends - Craft Beer as part of Tourism? Intro Craft Beer Library
	9.10.	Preparation Visit Craft Beer Festival Lübeck - Interviews Visitors and Exhibitors: Where do visitors come from, are they see themselves as craft beer tourists? Do exhibitors see themselves as part of the tourism industry?
	12.10. + 13.10. 16.00-23.00 h	http://www.craftbeerfest-luebeck.de/ Participation on both days if possible. If classes on Friday afternoon, participation on Saturday only. Transport cost paid by Prof. Arlt (S-H Ticket or money for petrol), overnight has to be organised by participants themselves. Participants travel at own risk.
	16.10.	Feedback from Interviews Lübeck Wie man ein Fest gestalten kann Programm Musik Live-Musik Stempel-Karte (6te Bier-Einheit umsonst) Mit Eintritt 1 Marke für ein Freibier (0.1 l) Mehr  Deko Mehr Stadtwerbung Einheitliche Deko Stehtische statt Bierbänke Tombola – Goldene Bierglas Besseres und mehr Essen Bühne mit Vorstellung der Brauereien Abstimmung Vorstellung von Craft Beer PPP Eröffnungszeremonie Hinterher: Schnell Bilder online stellen
	23.10.	NO CLASSES
	30.10.	Culinary Tourism - Background Individual students assignment: Craft Beer development in one country with regards to significance for tourism
	3.11. 10.00-17.15 h	Overview Craft Beer Development in different countries - CANCELLED, new date tbca
	6.11.	NO CLASSES
	13.11.	Food Tourism and Craft Beer Tourism https://www.youtube.com/watch?v=fHhIkynELNQ TedTalk Craft Beer https://www.youtube.com/watch?v=EhDHiyXsuXc&index=31&list=RDQM0A-HWw9qqD0 Beer tasting, look at the comments!  Feedback students assignment
	20.11.	NO CLASSSES
	27.11.	Guest Lecture Craft Beer Expert Preparations presentations
	4.12.	Guest Lecture Craft Beer Expert Preparations presentations
	8.12. 10.00-17.15 h	Presentations students assignment results
	11.12.	Craft Beer Tourism in Northern Germany as part of tourism? Preparation assignment papers
	18.12.	Summary, Outlook

Food Tourism and Craft Beer Tourism

https://www.youtube.com/watch?v=fHhIkynELNQ

TedTalk Craft Beer

https://www.youtube.com/watch?v=EhDHiyXsuXc&index=31&list=RDQM0A-HWw9qqD0

Beer tasting, look at the comments!

"Just as an area can be can be marketed for its unique history or unique crafts, so too it can be marketed for the unique chemical complexity of its lands, giving rise to unique food tastes that can only be experienced in that local area" (Hansen, 2018)

Publicly available fruits and vegetables in the USA 1900 --> 1983

Disappeared overall: 97%

Cabbage 544 --> 28

Carrots 287 --> 21

Cauliflower 158 --> 9

Tomatoes 408 --> 79

Cucumbers 285 --> 16

APPLE 7,089 --> 877

PEARS 2,683 --> 332

UNIFORMITY LOOKING LIKE VARIETY

Start of Uniformity: Green Revolution after World War II

1900 --> 2000

Increase of area used for agriculture + 1/3

Increase of yield 4x = Increase of products 6x

Food becomes industrial mass-product

"Farming should be the business of raising food." Henry Ford

"Put simply, industrialisation of the food supply has led to a diminution of authentic taste novelty in the daily lives of people living in industrialised countries." (Hansen 2018)

Fortunately for Craft Beer, HOPS varieties remain diverse, creating a base for different tastes of beer.

Tourism always look for novelty

Example Slow Food Movement: Changing lifestyles create changing consumption

https://www.youtube.com/watch?v=0f10M4-Ote8

FOOD TOURISM - starts to be a topic for scientific research only after 1990, wine tourism being an important part of it.

Since about 2000, celebrity chefs have added to food tourism another reason to travel

Since about 2010 ethno-food and street food appear in marketing as important  reason to travel

https://www.youtube.com/watch?v=cze_4UkC5hQ

EXPERIENCE ECONOMY AND FOOD TOURISM

Welcome to the Experience Economy:

EVERY BUSINESS IS A STAGE

http://www.kristallwelten.com/

http://www.heinekenexperience.com/

http://www.edenproject.com/

EXPERIENCE REALMS - ALL EXPERIENCES ARE REAL

"There's no such thing as an artificial experience"

"Ing the Thing" - Experientalizing your offers

 Selling the "-ing experience":

 Embedding Goods in an Experiential Brand

 Sensorializing Goods

 Making Goods Scarce

 Forming a Goods Club

 Staging a Goods Event

"The Progression of Economic Value"

 Example: The Birthday Cake

"The Experience Realms"

 Theming the experience

An example:

* The American Girl Place in Chicago charges school-age girls and their parents admission to see a musical review and dine in a themed café based on the American Girl dolls and books. They can spend hundreds of dollars in the American Girl Place for experiences and they haven’t yet bought a thing.
http://www.americangirlplace.com/agp_home.php

"You are what you charge for"

When you start charging an entrance fee for your attraction/shop/sight,
visitors can rightly demand something for it
(all the time, always on the same level).

What are the consequences for Craft Beer offers an Craft Beer Tourism?

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Tel. 0481 8555-513