Nowadays, tourism offerings have become highly varied and capable of satisfying even the most demanding customers. Nevertheless, the competition in this sphere is on the increase as well, meaning that organizations willing to attract more guests must demonstrate a range of competitive advantages. Culinary and beverage tourism is a particular market segment that has much potential, which, however, must be utilized effectively in each individual case. Dairy Distillery is looking to develop its offering and attract more visitors through quality improvements. The purpose of this paper is to examine the case of Dairy Distillery and provide practical recommendations.
The concept of culinary tourism may evoke associations with rather dull activities taking place at a restaurant, but this image is not related to the actual situation. As a matter of fact, food and beverage tourism products extend beyond mere tasting. As it is mentioned in the case study, high-quality offerings should encompass all senses of the visitors. In other words, culinary tourism comprises images, sounds, information, and other aspects than taste. In addition, successful tourist products aim at leaving lasting memories through strong positive associations (Stone et al., 2018). Stone et al. (2017) state that there are five key elements of “memorable food travel experiences: food or drink consumed, location/setting, companions, the occasion, and touristic elements” (p. 1121). Therefore, while actual products matter in this scenario, other aspects are crucial, as they create competitive advantages requires in this sphere.
As Dairy Distillery looks to develop its operations in the area of culinary tourism, several practical steps within this framework are needed. The first element depends on the quality of food and beverages, and Dairy Distillery is known for the high quality of its products. Nevertheless, its competitors may be able to outperform it in terms of tourism if they form stronger advantages in the other directions, namely setting and touristic elements. As it is said in the case study, many companies with a long history in the business form the core of their tours around buildings and traditions. Dairy Distillery exists in different segments, meaning that it’s a new player that does not have a centuries-old history. However, its modern image of a sustainable company has much potential. Moreover, the Distillery should avoid any associations with its traditional counterparts and focus on its state-of-the-art technology and environmental awareness. This way, it will be able to stand out and create a favorable, fresh image in the industry.
On the other hand, touristic elements are equally important, as they allow to utilize the benefits of previously described aspects through the correct presentation. Dairy Distillery should focus on hiring and training qualified tour guides who will be able to mesmerize their visitors. In fact, quality presentation in the industry of tourism, in general, is a powerful instrument capable of forming significant advantages. Moreover, it may eclipse some faults related to other aspects of the product and leave guests impressed by the quality of the tour. As a result, tourists will leave the Distillery with positive memories, willing to share their impressions with other potential visitors.
Overall, Dairy Distillery offers a quality product in terms of food and beverages, but there are other important aspects of a quality touristic offering. The company should focus on setting and presentation when working on new products. The Distillery’s modern image of a sustainable organization fits well in today’s landscape, and improved quality of presentation by the guides and other employees will contribute to Dairy Distillery’s further growth in the industry.
References
Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2017). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research, 57(8), 1121–1132.
Stone, M. J., Migacz, S., & Wolf, E. (2018). Beyond the journey: The lasting impact of culinary tourism activities. Current Issues in Tourism, 22(2), 147–152. Web.