Culinary Tourists Are Seeking More Than Just Food
by理查德·德·安布罗西奥(Richard D’Ambrosio)/
旅行顾问协助客户探索他们的食品和饮料兴趣,应有助于确定和销售目的地提供的更广泛的体验,尤其是节日,现场表演以及更典型的当地体验,例如食品卡车和食品推车。
根据一项新的研究,烹饪旅行者比其他人更有可能参观历史和文化景点,购物和游览。他们也更有可能参加现场音乐节或音乐会,体育赛事和表演艺术。
这项研究的几乎一半的受访者说,他们最近在一家美食餐厅吃了食物,也在食品卡车,食品购物车或食品摊上吃饭(45%),由世界食品旅行协会(World Food Travel Association)进行(研究)WFTA)。
“It is great if a destination is known for one primary food attraction (such as gourmet food or wine), but more than ever, destinations need to concentrate on a whole range of offerings to support their key attraction,” according to the study’s executive summary.
Culinary travelers are flocking to festivals because they want to try new things, said Matthew Stone, associate professor at California State University, Chico, and lead WFTA researcher, during a recent press conference unveiling the results of the study. The last similar WFTA report was released four years ago.
“I can only eat so many meals at restaurants in a typical day. But at a festival, I can try 5, 10, 20 things,” he said.
Millennials are more likely than older age groups to attend food festivals, take cooking classes and participate in food/beverage tours while traveling, Stone noted. For example, 31% of Millennials will attend a food festival, versus 15% of Boomers and 24% of Generation X age group members. Millennials also are much more likely to incorporate cooking classes into their lives (13%) than their Boomer (4%) and Generation X (9%) peers.
“As we see people get younger, they are more active and exploratory,” Stone said.
Aashi Vel是Travel Spoon的联合创始人,并参加了新闻发布会,她说,由于调查的结果,她的公司将开始提供食品节作为巡回演出的一部分。
WFTA报告显示,有33%的烹饪旅行者参加了一个美食节(相比之下,有17%的非纯旅行者),而28%的烹饪旅行者参加了啤酒节(相比之下,有14%的非纯旅行者)。此外,有24%的烹饪旅行者参加了食品或饮料之旅(占非式旅行者的13%),而23%的烹饪旅行者参加了葡萄酒节(相比之下,有9%的非式旅行者)。
Culinary travelers can also be more lucrative clients for travel advisors, the study showed. American culinary tourists spend 30% more per day on a trip than non-culinary travelers, while Canadian culinary tourists spend 12% more. Worldwide, culinary travelers spend 24% more per day than other leisure travelers.
Furthermore, 77% of leisure travelers say that food and drink experiences make them more likely to return to a destination.
“People are exploring food interests wherever they go,” said Erik Wolf, WFTA executive director.
WFTA研究表明,即使某人不认为自己是烹饪旅行者,就像当地人一样饮食仍然是游客的第一动力(53%)。然后参观当地地标(35%);参加食物,啤酒或葡萄酒节(27%);并在一家美食餐厅吃饭(27%)。斯通说:“这就是让他们摆脱沙发的原因。”
Finally, culinary experiences should make for great testimonials, the WFTA study shows. According to the survey, 71% of all leisure travelers say food and drink experiences while traveling give them many stories to tell when they return home.
The survey, conducted last year, reached 4,554 leisure travelers in six countries, including Canada, China, France, Mexico, the UK and the U.S.