2014 Overview ofFood & Wine Tourism Research
1. EXPERIENCING GOOD FOOD & WINE IS ONE OF THE KEY FACTORS IN CHOOSING WA
3. AUTHENTIC, LOCAL PRODUCE IS THE‘MUST HAVE’ CULINARY TOURISM OFFER
Ability to explore by car
Beautiful beaches/coastal scenery
Unique/extraordinary natural sights
Unspoilt/pristine natural environment
Good food, wine, local cuisine & produce
Vibrant city life
1
2
3
4
5
9
4
1
2
5
3
7
5
1
2
3
4
7
6
5
2
3
1
4
INTRASTATE INTERSTATE UK SINGAPORE
4. CULINARY TOURISTS CAN BE DIVIDED INTO FOUR GROUPS BASED ON INTEREST
5. IMPORTANT FACTORS FOR DIFFERENTFOOD & WINE EXPERIENCES
6. INFORMATION SOURCES ABOUT CULINARY TOURISM
Enjoy classic food & wine experiences, like wineries, food and/or wine tours or trails,
and events/ festivals.
INTRASTATE
INTERSTATE
UK
SINGAPORE
INTRASTATE
INTERSTATE
UK
SINGAPORE
Use street food, farmers’ markets etc.
as a tool for immersing themselves
in the local environment of the holiday destination.
Enjoy most food & wine experiences,
with no strong preference for a particular type.
Enjoy intensive, involved, immersive experiences such as
cooking courses, hands-on experiences, and indigenous food.
39%
40%
34%
31%
11%
11%
6%
2%
21%
27%
39%
47%
5%
9%
4%
6%
2. CULINARY TOURISM IN WESTERN AUSTRALIA IS A GOOD EXPERIENCE
INTRASTATE INTERSTATE UK SINGAPORE
AGREE thatWA gives the opportunity to
experience food and/or wine in
spectacular surroundings
AGREE thatWA is a great place to find high quality locally made
produce
AGREE that experiencing WA’s
food and wine would be an
important part of a holiday there
55% 63% 58% 68%
Between one-third and one-half in each market rely on recommendationsfrom family and friends
Half of UK and Singaporean turn to travel/regionalwebsites, higher than inAustralia
use magazines/ newspapers in the UK
use online discussions/ reviews in Singapore – the market most likely to seek information online
29
© TNS 2014
Authentic local produce
Regional specialties
Place to eat/drink on the beach/waterfront
Eating/drinking in spectacular surroundings
Local & farmer’s markets
Street food
INTRASTATE INTERSTATE UK SINGAPORE
EXPLORERS TRADITIONALISTS
GENERALISTS NICHE DOERS
THE SMALL PRINT
Two online surveys were conducted with domestic and international travellers.
• Survey 1 – Domestic (n=501 WA, n=249 Interstate – Sydney and Melbourne) & Singapore (n=103) markets
All had holidayed in Western Australia in the last 2 years.
• Survey 2 – UK market (n=200)
UK residents who had holidayed in Australia in the last 3 years, some of whom had visited Western Australia on their
holiday (n=67).
Participants were classified into the following groups, based on their level of interest in culinary tourism experiences:
• Accidental: “I don’t deliberately seek out culinary tourism experiences, but enjoy them if I happen upon them”
• Interested: “I actively look for culinary tourism experiences to participate in”
• Dedicated: “The types of culinary tourism experiences offered by a destination is often an important factor in, or the
main reason for, my decision to go there” – highest in Singapore (see below)
• No interest: “Culinary tourism experiences are not much interest to me beyond the basic necessities of eating and
drinking”.
All participants in the survey had at least some interest in culinary tourism experiences (4 out of 5 in Australia and the UK, and over 9 out
of 10 in Singapore).
INTRASTATE INTERSTATE UK SINGAPORE
721
56
168
19
50
22
618
47
29
19 6
4529
In Restaurants,
Domestic and UK visitors seek great service, ambiance,
locally-sourced ingredients, and a good range of dishes. For the
Singapore market, a well-knownchef and offer of a signature
dish are much more important.
For Food & Wine Tours, beautiful surroundings, local produce and visiting lots of places matter, Intrastate travellers seek unique, local experiences and do not want to be part of a big tour group.
The most appealing new or unique culinary tourism experiences are dining in remote environments and provenance, whilst the more unusual such as nose-to-tail, or foragingconsistently demonstrate limited or niche appeal.
Dining in remote environments is highly
appealing.
More open to practically everything, particularly
natural/ in-situ experiences (orchard
gate, foraging, paddock to plate).
INTRASTATE INTERSTATE UK SINGAPORE
Dining in remote areas Artisanal Orchard gate Provenance
When visiting
Wineries, beautiful
surroundings and range
of prices are important for both domestic
and international
visitors.
UK visitors seek cellar tours and
well known
wineries.
Ranking for factor in this market out of 10 factors presented
Ranking for item in this market out of 17 items presented
Ranking for...
Appeal: Appeal: Appeal: Appeal:
The least likely to find “artisanal”, “single dish
restaurants” and particularly, “nose to tail”
appealing.
The least likely to find “paddock to plate”
appealing.