ITM Bachelor 5. Sem.
Tu 14.00-17.15 h
4 SWS Course
Prüfungsleistung: Presentation and Assignment Paper (12 pages)
Craft Beer tourism: https://www.youtube.com/watch?v=31HU7D0GbvU
Food Tourism and Craft Beer Tourism
TedTalk Craft Beer
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.https://en.wikipedia.org/wiki/List_of_hop_varieties
Tourism always look for novelty
Example Slow Food Movement: Changing lifestyles create changing consumption
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
EXPERIENCE ECONOMY AND FOOD TOURISM
Welcome to the Experience Economy:
EVERY BUSINESS IS A STAGE
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
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
* 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.
"You are what you charge for"
When you start
charging an entrance fee for your attraction/shop/sight,
What are the consequences for Craft Beer offers an Craft Beer Tourism?
Prof. Dr. Wolfgang Georg Arlt FRGS