DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU.

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DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU – halkier@cgs.aau.dk

DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes 1. The branding challenge: Local food to international tourists 2. Conceptualising food destination branding strategies 3. Preliminary case-study results Complex demand limited branding Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

THE BRANDING CHALLENGE Local food for 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 … to international destination food brand attractions of regional food communicated to visitors regional food experiences demanded by visitors regional food experiences must be produced regional food made accessible to visitors Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

CONCEPTUALISING Food destination branding strategies RDA DMO INTER/NATIONAL TOURISTS Exchange to be increased Coordin. Brand Key challenges Stakeholder coordination: Communication AND experience Understanding potential markets Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

RESEARCH DESIGN Food tourism branding in North Jutland, DK Potential targets Danish families with kids Norwegian empty nesters Stakeholders food producers food retailers local policy makers Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

RESULTS Holliday home food experiences REACTION Functional Emotional RELATION Product Health Pleasure Person/ place Cultural insight Togetherness Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

RESULTS Strategies: Not only branding Communication = + Organi-sation 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? Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk