Highlighting the importance of integrating local gastronomy into the overall tourism experience, SETE Intelligence (INSETE), the Greek Tourism Confederation’s (SETE) research body, presented a study at the HORECA 2020 hospitality expo held in Athens recently, on ways to link the two to create an independent product.
According to the study, to achieve the most effective results, stakeholders should focus on three key areas:
– the development of the product focusing on the experience as well as its link to other related experiences;
– branding and marketing with the aim to enhance awareness of the product as well as link each product with signature experiences;
– and lastly, providing further education to tourism professionals, introducing new skills and integrating the use of the latest technologies in order to meet the evolving demands.
Key to implementing the above is coordination, consistency, and collaboration between private and public entities.
Titled “Gastronomy as a Factor towards Enriching the Travel Experience and Upgrading the Tourism Product”, the study also focused on areas that need special attention.
Key among the findings is the fact that there is no unified strategy with regard to branding and thus brand equity for local Greek cuisines and individual products.
The study was conducted by Toposophy, a place making and marketing agency.