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

2. 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 –

3. 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 –

4. 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 –

5. 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 –

6. RESULTS Holliday home food experiences
REACTION
Functional
Emotional
RELATION
Product
Health
Pleasure
Person/
place
Cultural insight
Togetherness
Anette Therkelsen & Henrik Halkier –

7. 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 –