The role of local food in destination marketing : a South African situational analysis

In the tourism industry local and regional food holds great potential as a contributor to sustainable competitiveness at a destination. However, from an analysis of the literature and promotional material of South African and key international destinations, there is an indication that the contribution of food to sustainable tourism and the marketing of destinations has received very little attention globally as well as in South Africa. A framework and guidelines for developing and implementing food tourism could enable destination marketers and entrepreneurs to optimise the tourism potential of local and regional food. To this end a Strategic Food Tourism Destination Marketing Framework was conceptualised and was based on the findings of a South African situation analysis and international trends and best practices. The South African situation analysis entailed an empirical investigation into food tourism, a key component of destination marketing in South Africa, to determine its current status, future potential and initiatives. Regional and provincial destination marketing organisations were involved in the research process To support the Strategic Food Tourism Destination Marketing Framework, two key tools were developed, namely FOODPAT (a tourism and culinary atlas linked to a geospatial database) and a Product Potential and Attractiveness Tool. The framework and tools were tested in a South African destination, the Winelands of the Western Cape. Its application revealed that the stakeholder users were successfully provided with mechanisms to develop and implement food tourism. This study presents the key components and gives an evaluation of the framework and tools that were developed. Guidelines and recommendations for the development, packaging and marketing of local and regional foods are postulated. Proposals for future research are put forward. AFRIKAANS : Plaaslike en streeksvoedsel het potensiaal om by te dra tot volhoubare kompeterendheid in toerismebestemmings. ‘n Analise van resente literatuur en promosiematerial van Suid-Afrikaanse en sleutel internasionale bestemmings bevestig dat in Suid-Afrika en wêreldwyd relatief min aandag aan die bemarking en bydrae van plaaslike en streeksvoedsel tot volhoubare toerisme en die bemarking van bestemmings gegee is. ‘n Raamwerk en riglyne vir die ontwikkeling en implementering van voedseltoerisme kan bemarkers en entrepreneurs van ‘n bestemming in staat stel om die toerisme potensiaal van plaaslike en streekskos te bevorder en optimaal aan te wend as ‘n bemarkingsmiddel. Gevolglik is ‘n Strategiese Voedseltoerisme Bestemming Bemarkingsraamwerk gekonseptualiseer, gebaseer op die bevindinge van ‘n Suid-Afrikaanse situasie-analise, sowel as internasionale neigings en praktyke. Die Suid-Afrikaanse situasie-analise het ‘n empiriese ondersoek behels van streeks- en provinsiale bestemmings- bemarkingsorganisasies om sodoende die status tans, toekomstige potensiaal en voedseltoerisme inisiatiewe as sleutelkomponent van bestemmingsbemarking in Suid-Afrika te bepaal. As ondersteuning vir die Strategiese Voedseltoerisme Bestemming Bemarkingsraamwerk is twee primêre hulpmiddels ontwikkel, naamlik: FOODPAT (‘n toerisme- en voedselatlas, gekoppel aan ‘n geografiese databasis) en ‘n Product Potential and Attractiveness Tool. Die raamwerk en hulpmiddels is by ‘n Suid-Afrikaanse bestemming, naamlik die Wes Kaapse Wynlande, getoets en het rolspelers sodoende van hulpmiddels voorsien om voedseltoerisme te ontwikkel en te implementeer. Hierdie studie beskryf en evalueer die sleutelkomponente, asook die raamwerk en hulpmiddels wat ontwikkel is. Riglyne en aanbevelings vir die ontwikkeling, verpakking en bemarking van plaaslike en streekskosse word voorgestel. Voorstelle vir toekomstige navorsing word ook aangedui.Thesis (PHD)--University of Pretoria, 2007.Tourism Managementunrestricte

An importance-performance assessment of delegates' satisfaction with the catering component of courses offered by continuing education at the University of Pretoria

Die gebruik van ʼn belang-prestasie-analise is ʼn instrument om die spysenieringskomponent van kursusse aangebied deur Voortgesette Onderrig aan die Universiteit van Pretoria (CE at UP), ’n inrigting vir hoër onderwys, te assesseer asook die bydrae tot gasvryheidstudies en toerisme uit te lig. Voortgesette Onderrig aan die Universiteit van Pretoria is ’n onderriginstelling wat sertifikaatkursusse vir nagraadse individue in verskeie studierigtings aanbied en die spysenie-ringskomponent is uitgekontrakteer aan voed-seldiensverskaffers wat op die kampus geleë is. Die spysenieringskomponent is ’n kommer-wekkende aangeleentheid, aangesien dit die laagste puntetelling ontvang het tydens vorige evaluerings. Data is versamel deur gebruik te maak van verkennende metodologie bestaande uit beide kwalitatiewe en kwantitatiewe navorsingsteg-nieke. Kenmerke vir spyseniering is verkry deur middel van ongestruktureerde een-tot-een on-derhoude en fokusgroepe. Daarna is ’n totaal van 357 vraelyste versamel. Dié studie het gebruik gemaak van beskrywende statistieke wat ook eenvoudige frekwensies insluit. Gemiddelde waardes en standaardafwykings is bereken deur gebruik te maak van data met betrekking tot respondente se demografiese profiele en ook met betrekking tot die 25 geïdentifiseerde kenmerke vir spyseniering. Die prestasie en die belangrikheid van elke spysenieringskenmerk is bepaal en bespreek. Die assessering van ʼn betrokke maatskappy se spysenieringskomponent sal daardie instansie in staat stel om toepaslike en noodsaaklike bestuursbesluite te neem ten einde die maat-skappy se bestaande kliëntebasis te behou asook die kliëntebasis uit te brei.Article based on a paper read at the joint 11th International SAAFECS Conference and the 6th IHEA Regional African Conference, Pretoria, South Africa. 27 February 2013 – 1 March 2013.http://www.up.ac.za/saafecs/am201

Consumer perception of Karoo lamb as a product of origin and their consequent willingness to purchase

Consumers are increasingly concerned to know where food comes from and how it is produced. Since South African lamb is usually produced on natural pastures and in arid areas, certain breeds have been specifically bred for arid areas, such as the Karoo region, renowned for its high quality lamb. Consumer's perceptions of Karoo lamb (bred in the Karoo region) and non-Karoo lamb (bred on other areas in South Africa) were studied using means-end chain theory, focusing on the association pattern technique (APT). The main aim of the study was to determine consumer's perceptions of Karoo lamb as a product of origin and furthermore to determine consumer's willingness to purchase product of origin. The motivational structures show perceived differences between Karoo and non-Karoo lamb consumers. Karoo lamb is preferred mainly due to its brand which signifies confidence in local produce, its taste and high quality. Non-Karoo lamb was seen as good value for money that satisfies the required values of consumers not interested in knowing the origin. Results suggest that consumers are willing to pay a premium for product of originhttp://www.elsevier.com/locate/foodre

Food traceability in the context of Karoo lamb : supply chain and consumer perspectives

As food markets have become more globalized, consumers have become more concerned about the origin of the foods they eat as confidence in the quality and safety of foods produced outside their local region or country has decreased.Traceability systems address these concerns by accommodating the importance of establishing a link between the product, the producer and the place of production, and these are gaining momentum in the food industry. This paper describes the product attributes that could influence the decision-making process of consumers towards purchasing a specific type of meat, namely Karoo lamb. Karoo lamb is the product of specifically reared lambs in the Karoo region of South Africa and has a distinctive taste. The information used in this paper was obtained in the first phase of a research endeavour involving three focus groups. They were conducted to identify the product attributes that were critical in influencing the consumers’ preferences and choices regarding Karoo lamb. In phase two, conjoint analysis was used to measure the importance that individual consumers attach to the various product attributes and their denominations, and the utility they then attach to it based on their valuation of the product as a whole. Price, as an extrinsic attribute, was identified as the most important factor in the decision-making process of consumers when purchasing lamb. Safety and quality were also relatively important, although, of the two, food safety was clearly the more important consideration. This is not surprising given the legacy of bovine spongiform encephalopathy, commonly known as mad-cow disease, and Escherichia coli outbreaks that, in the past, received considerable publicity, especially in the press. The attribute ‘origin’ was rated as of the lowest importance. Traceability can be meaningful to consumers although in an indirect manner. The importance of traceability to consumers is mostly in terms of its benefits such as providing information on safety and quality, in relation to aspects that they think are important regarding food in general. In terms of meat especially, there is a need for fast and reliable traceability systems along the full supply chain. From origin to the user, the end consumer, provision of safe and high-quality food is imperative.http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1470-643

Culinary mapping and tourism development in South Africa's Karoo region

Successful development of cuisine as a niche tourism product has been portrayed in various countries in the world. The paper argues that the Karoo provides evidence of a substantial culinary resource base and an established local food identity. This, in turn, can be promoted as a tourism destination by means of culinary mapping. Geographic Information Systems (GIS) tools are used, supported by a culinary database with information compiled from various sources in literature, the internet, lifestyle magazines, recipe books, census data and tourism structures. A proposed culinary route/itinerary synthesizes the data, identifying authentic food experiences as a niche tourism product, based on a regional cuisine.http//: www.ajhtl.comam2017Consumer ScienceGeography, Geoinformatics and Meteorolog

The standing of the curriculum for consumer studies as school subject in the South African context

Consumer Studies has the potential to have a positive impact on learners and communities in South Africa. It has been taught in schools for a number of years but the standing of Consumer Studies curriculum as a subject in the National Senior Certificate (an NQF Level 4 qualification) has not yet been established. An embedded, mixed-methods design was used to analyse and compare curriculum documents qualitatively, as well as quantitatively in some cases to expand the qualitative data. The instrument used in the investigation is theoretically framed by Bernstein‟s theories on curriculum and education (1990; 1996) and draws on research undertaken by Donnelly (1999, 2002, 2005) to identify characteristics of those education systems that consistently perform well in international benchmarking tests. The findings of the research point to the standing of the current Consumer Studies curriculum and its perceived impact in the South African context. Recommendations are made regarding the strengthening of the curriculum and its implementation.Article based on a paper read at the joint 11th International SAAFECS Conference and the 6th IHEA Regional African Conference, Pretoria, South Africa. 27 February 2013 – 1 March 2013.http://www.up.ac.za/saafecs/hb201

Promoting South African indigenous and cultural foods through contemporary menu adaptations - a case study

The food service industry is an integral part of tourism both locally and globally, producing billions of meals annually ranging from take-outs to gourmet meals. Tourists returning to travel post-COVID-19 may be more discerning, making the promotion of authentic indigenous or local food experiences even more relevant. Even though the role of food in authentic indigenous experiences has only been evaluated to a limited extent, research has shown that authenticity is a vital trait and key motivator for tourists drawn to genuine indigenous experiences. Contemporary interpretations of classic cultural dishes and new dishes using indigenous ingredients should however be done with a sensitive cultural approach, acknowledging the indigenous culinary wisdom. This study presents an example of a contemporary menu with new or adapted food dishes, developed by Culinary Arts students at the University of Pretoria for a public event. Visual ethnography was employed as the methodology to collect visual data and capture menu adaptations and guide the discussion of indigenous cultural foods as part of promoting gastro-tourism experiences. Contemporary interpretations of classical cultural dishes and local foods, as well as newly developed dishes celebrating indigenous ingredients, have considerable potential to confirm the authenticity of South Africa as a tourism destination and increase its competitive advantage in this area. The case example presented in this paper is an illustration of how tourism can be rekindled after the global pandemic, and how much-needed stimulus for economic growth that could elevate the lives of local communities, can be created.http://www.ajhtl.comam2023Consumer ScienceFood Scienc

Quality characterization of wheat, maize and sorghum steamed breads from Lesotho

BACKGROUND : In Lesotho, traditional bread covers different types of dumplings prepared with cereal flour, water, salt and sourdough. This study characterized eight steamed breads prepared from wheat, maize and sorghum. Breads were prepared from both commercial and self-milled flours according to the procedures followed in rural and urban areas of Lesotho. Descriptive sensory evaluation was conducted to profile sensory properties of the breads. Flour particle sizes, sourdough properties and bread colour, volume and texture were also characterized. RESULTS : The type of cereal and milling properties of the flour used had substantial effects on the physical and sensory properties of the bread. Steamed wheat breads had greater volume, softer crumb and more bland flavour compared with sorghum and maize breads. Both sorghum and maize steamed breads prepared according to traditional Basotho procedures were characterized by low loaf volume, denser crumb, more complex and strong flavours and aroma, notably sour, musty, malty, dairy sour and fermented aroma. The texture of the non-wheat bread types was heavy, chewy, dry, fibrous and more brittle and needed a higher compression force to deform. CONCLUSION : This study provided insight on the sensory properties of steamed bread as prepared in Lesotho. Further research is needed to optimize sensory properties of the non-wheat steamed breads by controlling the flour particle size, compositing non-wheat flours with different levels of wheat flour, addition of protein sources and gums, altering the amount of water, improving the pre-gelatinization process and optimizing the steamingmethod of cooking bread.National Research Foundation of South Africa (NRF).http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1097-0010hb201

Perception of gluten-free bread as influenced by information and health and taste attitudes of millennials

Information on what drives consumers to like or dislike bread is needed to provide insight on developing gluten-free (GF) bread, using indigenous and sustainable crops in Africa, such as sorghum and millet. Consumer attitudes toward the health and taste aspects of food are major drivers of food choices. The objectives of this work were (1) to determine the health and taste attitudes (HTAs) and general perceptions of a group of millennial consumers in South Africa (n = 354), concerning GF breads; and (2) to determine whether HTAs affect the acceptability of sensory properties of commercial GF breads, as assessed by consumers (n = 173), under informed and uninformed conditions. Mean scores of the taste factors were higher compared to health factors, indicating a greater taste orientation. The sensory properties of standard wheat breads were preferred over two commercial GF breads, irrespective of the health/taste interests of consumers, or if they were informed/uninformed about the nature of the bread (GF or wheat). Knowledge that bread samples were GF reduced only the acceptability of the aroma of GF bread. GF bread was perceived as healthier, but less tasty. For this group of millennials, the sensory properties of bread was the main driver of choice.The National Research Foundation of South Africahttp://www.mdpi.com/journal/foodsdm2022Consumer ScienceFood Scienc