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DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes

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

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DELICATE DESTINATIONS Branding destinations on food: cross-sectoral processes and outcomes

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  1. DELICATE DESTINATIONSBranding destinations on food: cross-sectoral processes and outcomes Henrik Halkier, Pennie F. Henriksen & Luigi d’Ambrosio, TRU – halkier@cgs.aau.dk

  2. DELICATE DESTINATIONSBranding 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 – at@cgs.aau.dk, halkier@cgs.aau.dk

  3. THE BRANDING CHALLENGELocal 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 – at@cgs.aau.dk, halkier@cgs.aau.dk

  4. CONCEPTUALISINGFood destination branding strategies RDA DMO F T Exchange to be increased INTER/NATIONAL TOURISTS T F F T Coordin. Brand Key challenges • Stakeholder coordination: Communication AND experience • Understanding potential markets Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

  5. RESEARCH DESIGNFood 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 – at@cgs.aau.dk, halkier@cgs.aau.dk

  6. RESULTSHolliday home food experiences Anette Therkelsen & Henrik Halkier – at@cgs.aau.dk, halkier@cgs.aau.dk

  7. RESULTSStrategies: Not only branding • 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 – at@cgs.aau.dk, halkier@cgs.aau.dk

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