1 Introduction

1.1 Paper overview pretty

This paper aims to provide a better understanding of knowledge in food and wine tourism, looking at its significance, current trends and issues. If focuses on the different types of food and wine tourism available in the regions of Italy, as well as the destinations background, management concerns and impacts. The report also outlines the recommendations and future concerns of the food and wine management for the destination in general and for the industry as a whole.

1.2 Understanding food and wine tourism

Food and wine tourism is a vital element of the visitor experience. It is stated that the term food and wine tourism refers to a form of tourism that stimulates and motivates tourists to travel (Bertella, 2011). It plays an important role in attracting tourists to a destination, which can significantly raise the destinations profile and increase tourism revenue. Telfer & Wall (1996) note that tourists spending on food and wine can constitute up to one -third of the total tourist expenditure. Food and wine tourism is consisted around all aspects of travel for tasting, consumption or purchase of food and wine products, often at or near the source. In particular, food tourism involves tourists in dining in restaurants, visiting to local farms and food factories, participating in food special events or taking cookery lessons. Wine tourism consists of visits to vineyards, wine tasting trips, wine tours or wine festivals. Both components are the major beneficiaries of tourism and can help create a stronger relationship between the tourists and the destinations. 2 A critique of food and wine tourism definitions Various definitions has been used to explain food and wine tourism and more often all tend to mean more less the same or interlinked in one way or another. Hall (2003) suggests the definition of food tourism can be closely related to the established literature on wine tourism. Hall, et al. (2003) define food tourism as the process by which people visit places such as restaurants, food festivals and other places where food is the primary factor to cause a travel. In addition, Hall (2003) is quick to add that definition should not be construed to mean that the sole motivating factor for travel is food tourism, but the uniqueness of the food of that region must be the motivating factor. Food tourism has been seen as a form of special interested tourism which can be regarded as an example of gourmet, culinary tourism and cuisine tourism (Hall, et al. 2003). Gourmet tourism may be defined as visitations to expensive and highly rated restaurants, vineyards or special events (Hall & Mitchell, 2000). Cuisine tourism is comparable to culinary tourism, however it reflects special interests in specific types of cuisine. Carlsen & Charters (2007) refer to culinary tourism as the pursuit of unique and memorable eating and wining experience. Culinary tourism often referred as gastronomic tourism, has been adopted by in the tourism industry and is explained as travelling for and through food and wine, which essentially means a way of bringing the relationship between food, wine and tourism together. Getz (2000) described wine tourism as a subset of food tourism, which include visitations of wine lovers to wineries, wine festivals, wine making regions or wine themed shows. Long (2004) argues that food and wine tourism can be taken as an example of culinary tourism. Long continues to discuss culinary tourism, which has often been used interchangeably with food or wine tourism refers to exploratory participation in preparation and consumption of food and wine. Hall, et al. (2008) seem to agree that wine tourism is a branch of food tourism and refers to visitation to wineries or restaurants for purposes of fine dining and tasting wine. 3 Types of food and wine in Italy

3.1 Background
Italy is one of the worlds leading tourism destinations, not only in Europe but also in the world at large. The growth of tourism in Italy began long time ago during the rise of Roman Empire and the advent of Renaissance art, when people used to flock the region to see the work of art. In 1997, the tourism industry was estimated to consume 67.8 billion Euros (Sidali, Achim & Schulze, 2011). Food and wine industry popularity in Italy continues to increase and according to Food Tourism Biteg Forum of 2008, it was estimated at 2.5 billion Euros in revenue (Italy Magazine, 2008). It is thought that wine tourism is only at its 20% potential with chances of increasing in the future (Wine News TV, 2011). Food and wine tourism is very essential part of Italian economy and it is the main reason as to why tourists visit Italy. Food and wine have the potential to affect the economy of a country, increase and enhance tourism sustainability and also create the uniqueness of a region. Culinary tourism, agri-tourism and eco-tourism all depend on each other and have been the key pillars in food and wine industry in Italy.

3.2 Types of food and wine in Italy

Food tourism in Italy encompasses a wide range of exhilarating choi ces and experience that are the visitors disposal. The categories range from culinary, agronomy, eco-tourism, agri-tourism to culture. Culinary tourism encompasses all types and it is travelling in pursuit of memorable and unique eating and drinking experience. Unlike gastronomy tourism, culinary tourism is not restricted to gourmet and cuisine tourism. Gastronomic tourism is common in Italy and it emphasises on discovery, tasting, researching and experiencing different types of food in particular gourmets. Italian cuisines are probably the worlds finest, offering special dishes, which vary according to regions. In Tuscany, Gorgonzola cheeses are common, while meat sauces are common in Sicily. Gelato ice cream, caff macchiato and cannoli pastries are also common in different regions of Italy. 4 Visitors trends and origin Food and wine tourism in Italy has been steadily growing over the past 20 years and it is now at bar with culture and art, as it is considered on of the main tourist attractions. Although the Italian Tourism Minister suggests that 6.6% growth rate in June 2011 is minimal, this is a substantial increase of 3.6% from 2011 with the food and wine tourism industry generating 5 billion Euros (Wine News TV, 2011). Despite the economic crisis that has hit major economies of the many countries in the world, the Italian food and wine tourism industry has remained much competitive with tourist streaming from all parts of the world, just to have a tip of Italian food, wine and culture. Recent research from the Wine News TV (2011), the net flow of tourist has shown a steady increase from the beginning to mid this year with the year arrivals standing at 6%. It stated that the demand for hotel accommodation increases from 2.9% in June to 5.4% in August 2011, indicating the arrival of tourist. A report by the National Tourism Observatory (2011) indicated that wine and food tourism amounted to 5% of Italian holidays. The paper estimated that 52% of tourists are mainly from Europe with France being the highest at 10.5% and Netherlands at 6.8%. Other major origins are the United States of America at 7.3% and the United Kingdom at 6.8%. The domestic market is also said to be the major source of tourist food and wine holidays growing at 66.2% from January to August 2011. 5 Motivating factors for food and wine industry Many factors have contributed to the high rate of tourist that flock Italy year in year out and this motivating factors differ according to interest, age and even origin of the tourists. Several tourists come for different reasons in different seasons. Recent research (The World Travel &Tourism Council, 2011) shows that the majority of visitors from new the wine regions, for example New Zealand, Australia, South Africa and the United States of America of which their motivating factor is gaining knowledge and having fun wine tasting. Those from old wine regions mostly the European countries are motivated by the desire to visit wine places such as Tuscany and Burgundy in order to appreciate the art of ancient wine areas (Thach, 2007). There are others, whose sole purpose is the culture of wine and the romance of Italian holidays. A small group are attracted by the eco-tourism and agri-tourism as they reported that they want to learn more about this industry. Italys food and tourism industry growth has been attributed to many factors. The most predominant being the government strategy in supporting wine and food tourism to expand because of the impact it has in the Italys economy. Burgundy for instance, has been invested heavily not only in restaurants but also in regional activities including biking tours, which seeks to promote and entice the sector. A change in societal interest and values has also been a major reason for the increase in Italys food and wine industry, with interest shifting to environmental issues focuses on eco-tourism and agri-tourism that closely relate to vineyards (Thach, 2007). Other reasons for increased interest in wine tourism are due to shifts in societal values and interests. There is increased in environmental issues, resulting to growth in agri-tourism and eco-tourism that encompasses vineyards. Thach (2007) explains the desire of the tourists to discover new cooking varieties and methods has also been the motivating factor, which encourage tourists travelling long distance to experience the Italy authentic recipes. 6 Food and wine tourism management in Italy The management of food and wine tourism in Italy has been fairly well and this is evident from the revenue the industry is generating. In 2011, the industry has generated 5 billion Euros compared to 2.5 billion Euros in 2008 (Italy Magazine, 2008). Italys wine and food tourism industry has developed a management strategy that concentrates on increasing the potential the industry can make. Most regions such as Tuscany have developed certain programs that are aimed at expanding the wine sector. Brochures and websites that describe the brands and their uniqueness are finding common use among many wineries as a way of attracting tourists. Wine festivals are common events that take place in order to attract visitors to Italian cuisines and wine places. They are often scheduled throughout the year and have seen many tourists travel from all around the globe for these festivals. Vintality wine festivals is considered the most important wine festival with over two thousand journalists and forty seven thousand international tourists attending (Hall, et al. 2008). Wine industry has entered into partnership with wine tour operators to bring tourists to wine regions. This has been essential particularly when vineyards are far away from the city. Wine regions in Italy are implementing new

management trends that are aimed at developing food and wine industry. Italian wineries have initiated a program that allows tourists to take part in the wine making process or in the management of wineries. In many wineries, tourists are given tour options to choose from, apart from the traditional or exclusive cellar and vineyards. Tuscany for example, gives tourists an opportunity to have private tours in the vineyards as well as to learn about agri-tourism and eco-tourism. There has also been emerging trend in partnership between wineries, hoteliers and restaurant managers that seeks to foster collaboration by extending partnership to all the sponsors in the food and wine industry. Such collaboration has seen restaurants offer discounted rates for tourists to visit wineries or coupons that allows them to go and have free wine tasting experience. On the other hand, wineries are giving restaurant and hotel coupons to tourists. This kind of collaboration between wineries, hoteliers and restaurants has gone a long way in increasing revenue collection for all parties and in creating an environment that is enjoyable to the tourists. All these management trends are aimed at expanding the food and wine tourism industry and the efforts have been successful because Italys wine and food industry as arguably remained the finest in the world (Thach, 2007). 7 Recommendations and future concerns for food and wine industries The establishment of a long term and sustainable food and wine tourism industry is a continuous process requiring investment, careful planning and support of all sponsors in the tourism industry. Food and wine industries in Italy and probably in other regions are only operating below their potentials and this calls for future development in management. Food and wine strategy plan that seeks to involve the participation of hoteliers, wineries, restaurant, vineyards, transport sectors, the government and the local authorities is critical in the expansion of this industry.