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Culinary Tourism and Wine Tourism

Contributions from the 2024 Conference in Krems, Austria

  • 2025
  • Buch
Herausgegeben von
Albert Franz Stöckl
Markus Eitle
Stephanie Tischler
Daniela Wagner
Axel Dreyer
Knut Scherhag
Buchreihe
Forschung und Praxis an der FHWien der WKW
Verlag
Springer Fachmedien Wiesbaden
Enthalten in
Springer Professional "Wirtschaft+Technik"
Springer Professional "Wirtschaft"
insite
SUCHEN

Über dieses Buch

Dieser Band enthält die Vorträge, die auf der 6. Konferenz für Kulinarik und Weintourismus gehalten wurden. Die Konferenz fand im Mai 2024 in Krems an der Donau statt. Beiträge aus verschiedenen Ländern zu folgenden Themen wurden in dieses Buch aufgenommen: (beispielhaft) o Authentizität und Tourismus-Erfahrungen; Bewahrung des gastronomischen Erbes; Branding / Marketing-Strategien für Destinationen o Feste / Veranstaltungen als Triebfeder der Tourismusentwicklung o Nachhaltige Praktiken in der Nahrungsmittelproduktion und -konsum; Lokale Nahrungsmittelsysteme (Verbindungen und Chancen) o Lebensmittelmedien (Fernsehen, soziale Medien usw.) o Einfluss von Starköchen auf die Zielwahl; Zusammenspiel von Essen und Kultur für touristische Erfahrungen o Zielentwicklung: Chancen und Herausforderungen o Weinterroir: Konzept und Bedeutung; Auswirkungen auf die ländliche Wirtschaft und regionale Entwicklung; nachhaltige Praktiken für Unterkünfte, Transport und andere verwandte Sektoren o Konsumverhalten: Motivationen und Präferenzen von Weintouristen o Feste und Veranstaltungen als Treiber des Weintourismus und der lokalen Wirtschaft; Erhaltung des Organisiert wurde die Konferenz vom IMC Krems, der Hochschule Geisenheim in Kooperation mit der FHWien der WKW, der Abteilung Tourismus der Deutschen Gesellschaft für Tourismuswissenschaft (DGT) und der FH WienWKW.
Mit KI übersetzt

Inhaltsverzeichnis

Frontmatter

Culinary Tourism and Gastronomic Identity

Frontmatter
Farm Products in Rural Tourism: Insights from Farm Holiday Providers in the Allgäu Region in Germany
Abstract
Culinary tourism and regional farm products have gained prominence, driven by growing demand for authentic, high-quality food. For farmers, selling such products provides a vital secondary income alongside agriculture, often complemented by offering farm holidays. This study, based on a survey of 52 farms, 33 of which offered farm products, investigates the role of farm products in the business models of farm holiday providers in the Allgäu region, Bavaria. It highlights the rising significance of culinary tourism and regional products as supplementary income streams and diversification strategies supporting rural economies. Results of the study indicate that a farms product variety is mainly driven by the farms main revenue streams, e.g. dairy and meat products. Sales and communication strategies of the farms primarily rely on direct marketing to guests and walk-in customers, often supported through farm websites or brochures. Limited resources constrain broader marketing efforts. The findings underscore farm products’ potential to enhance farm resilience and regional identity, though entrepreneurial challenges and restricted collaboration hinder growth.
Nico Stengel
Designing Wine Tourism Experiences with Culture
Abstract
Wine tourism is more than tasting the wine. Wine tourism experiences enable people to get a sense of place and its culture. Although an increasing number of researchers and professionals emphasize the importance of using the culture of a place for enriching wine tourism experiences, we still know very little on how to embed culture into wine tourism experience design. By adopting mixed methods (personal observations, informal interviews, thematic reflective analysis of commercial material), this study critically analyses the design of wine tourism experiences in Santorini. The research findings identify three experiential elements (wine, winescape, and wine experience) and four ways in which culture is embedded in wine tourism experiences: wine culture to be commodified; wine culture to be co-created; wine culture to be consumed; wine culture to trigger people’s mind. The theoretical and practical implications of the findings are finally discussed.
Marianna Sigala
What Defines Viennese Cuisine? An Analysis Based on Harrington’s Model of Gastronomic Identity
Abstract
Food is deeply connected to a place and reflects the culture of a destination. The aim of this paper is to find out what influences the gastronomic identity of a destination using the example of Viennese cuisine. Based on Harrington’s model of gastronomic identity, the study examines which factors are decisive for Viennese cuisine. The results of this mixed-methods approach show that traditional and regional products in particular play a special role in Viennese cuisine.
Daniela Wagner, Sonja Pfnier

Wine Tourism and Regional Development

Frontmatter
Residents as Brand Ambassadors for Winegrowing Regions: The Case of Alto Adige
Abstract
This explorative study examines the use case of wines from Alto Adige, whose consortium-initiated programs to train local ski instructors and bike guides as brand ambassadors for the wine-growing region. The initiative has identified ski courses and cycling tours as popular activities of a significant target group segment, and both local ski instructors and bike guides as authentic, credible brand ambassadors as part of a wider strategy to build the brand image of wines from Alto Adige.
This study contributes to a better understanding of preconditions and techniques needed to develop and implement similar initiatives in other locations. However, our findings also emphasize the need for further research in this field, as academic papers on brand ambassadorships in the wine industry are rare.
Isabel Kottmann, Jochen Heussner, Jon H. Hanf
Wine Tourism Destination Image in the Lahn Valley
Abstract
The Lahn Valley in western Germany is positioned as a destination entity. Wine growing and wine tourism play only a minor role, with only two villages maintaining the centuries-old tradition. The model of the different layers of the tourism product by Kotler et al. (Marketing for hospitality and tourism, 8th ed., global edition, Pearson, 2022) and Williams’ (Tour Recreat Res 26(2):3–10, 2001) Wine Tourism Destination Image Attributes serve as the theoretical basis. Websites related to wine tourism in the Lahn Valley are analyzed with a focus on how the niche market product of wine tourism is promoted. It is closely linked to other products such as hiking and biking trails. Viticulture has shaped the landscape of the Lahn Valley and thus still counts for its perception as picturesque; the few remaining vintners keep the tradition alive. The uniqueness of wine from the Lahn Valley should be highlighted in all marketing activities.
Steffen Spiegel
The Composition of Wine Lists in Germany’s Three-Michelin-Starred Restaurants: A 2023 Analysis
Abstract
German restaurants rated with 3*Michelin in 2023 offer outstanding cuisine, high-end service and unique ambiance. The presentation of wine lists is an important part of this experience. By analyzing wine lists of all ten three-Michelin-starred restaurants in Germany from the Michelin Guide 2023 this study shed light on the various aspects of these wine lists. Findings reveal the dominance of French wines and a tendency to traditional wine-producing regions. Domestic wines do not dominate but still play an essential role with more than a third of the listings.
Albert Franz Stöckl, Markus Eitle, Antonia Louka

Innovation and Sustainability in Tourism

Frontmatter
Quantifying and Communicating the Sustainability of the Culinary System: The Case Study of Locanda Radici
Abstract
Since 2021, the Michelin guide assigns “green stars” dedicated to the commitment of restaurants towards a path attentive to sustainability. Among the aspects examined are the use of local and seasonal ingredients; the quality of the products, including biological, biodynamic, and ethical origin; the low energy impact in the use of resources; waste reduction initiatives, reuse and recycling of waste; and finally, the collaboration with the local community.
The aim of this communication is to describe and analyze: (i) how sustainability can be achieved by a culinary proposal and how it can be communicated to customers; (ii) how at the end of the culinary experience such effort is perceived and evaluated by the customers; (iii) which is the socio-economic impact on local suppliers of raw materials used and processed in the restaurant’s kitchen, through the experience an Italian restaurant named Locanda Radici (LR). The culinary activity of LR is based on the sustainability of its choices in terms of supply of raw materials, including relationships with local suppliers, processing of dishes and communication with customers.
LR has developed a method to measure a sustainability indicator for each dish on the menu and to communicate this value to the customer a clover, of different colors, is reported next each preparation. The presence of pictograms next to the dishes allows: to involve customers in the choice of dishes based on the attribute of sustainability; to make them participate in the sustainability project; and finally, to communicate that choices also in the kitchen respectful of the environment are possible and therefore reproducible in the daily choices from the material, its origin, and transformation.
Antonella P. Vastola, Angelo D’Amico, Giuseppe D’Amico, Anna Astarita
Immersive Wine Pedagogy in the Metaverse: NFTs as Potential Rewards for Graduation
Abstract
This chapter examines the transformative potential of integrating NFTs, metaverse technologies, and innovative pedagogical strategies in wine education. By linking NFTs to physical wine bottles, learners embark on an immersive journey within the “oenophilic metaverse,” where achievements are recognized through NFT rewards that serve as both credentials and incentives. These tokens symbolize expertise in areas such as œnotourism, viticulture, and hospitality, bridging virtual and tangible learning experiences. The chapter details the development of a Learning Management System (LMS) within the metaverse, enabling students to create virtual scenes, ranging from vineyards to wine labs, using tools like Unity and Sketchfab. A TikTok campaign complements this initiative, fostering engagement and showcasing the integration of social media and digital storytelling in education. Evaluation criteria for these projects emphasize creativity, technical proficiency, and real-world applicability. Ultimately, this chapter highlights how the fusion of NFTs, ECTS credits, and metaverse immersion redefines learning, assessment, and credentialing in the evolving landscape of wine education.
Jean-Éric Pelet, Coralie Haller
Experience Staging with Gamification: A Model, Illustrated Using the Example of Geocaching in Wine Tourism
Abstract
Since the publication of Pine and Gilmore (Harv Bus Rev 76(4):97–105, 1998), the idea of experience design has become an integral part of tourism. The model has been gradually developed and increasingly linked to the idea of staging and applied in tourism (e.g. Müller and Scheurer, Angebots-Inszenierung in Tourismus-Destinationen. In: T. Bieger, C. Laesser & P. Beritelli (Ed.), Jahrbuch 2003/2004 Schweizerische Tourismuswirtschaft. IDT-HSG. Gallen, 71–92, 2004). In the age of digitalization, the influence of digital elements in the design of tourism products has been increasing for several years. At the same time, the use of playful elements continues to develop, as digitalization gives rise to new forms of games and applications, discussed under the term gamification (Horster & Kreilkamp, Gamifikation im Tourismus. In: M. Landvogt, A. A. Brysch, & M. A. Gardini (Hg.), Tourismus – E-Tourismus – M-Tourismus: Herausforderungen und Trends der Digitalisierung im Tourismus (Vol. 20, pp. 215–230). (Schriften zu Tourismus und Freizeit). Erich Schmidt Verlag, 2017).
In this paper, the approaches of experience staging (in particular Müller & Scheurer, Angebots-Inszenierung in Tourismus-Destinationen. In: T. Bieger, C. Laesser & P. Beritelli (Ed.), Jahrbuch 2003/2004 Schweizerische Tourismuswirtschaft. IDT-HSG, 71–92, 2004) are further developed into a process model that realistically depicts the steps involved in designing the offer. In a second step, this model is linked with digital game elements, so that finally a process model of experience design with digital game elements is created. This is illustrated by an application example based on interviews with experts. For this purpose, the example of geocaching in the vineyard is used.
Jens Rüdiger, Axel Dreyer
Labour Shortage in the Austrian Hotel Industry
Abstract
The tourism industry in Austria is an important part of the country’s economy. Within this sector, eastern Austria stands out with its impressive landscapes, rich cultural heritage and culinary traditions making it a key region renowned for its tourism. Despite these tourism assets, eastern Austria, like many other European tourist destinations, is experiencing a significant labour shortage, particularly in the hospitality and gastronomy sectors. This shortage of both skilled and unskilled labour has become an issue affecting service quality, operational efficiency and overall guest satisfaction. The present study aims to address the staff shortage in the East Austria hotel industry from the employer’s point of view. Nine interviews with experts from the hotel industry of eastern Austria were conducted and analysed in spring 2023. The findings provide insights into the reasons for the labour shortage. The main cause is the inflexibility of certain hospitality jobs based on working shifts in the evenings and at weekends. The sector has a rather negative reputation in terms of salary policy, training opportunities and work-life balance. Comparatively high staff turnover leads to problems in keeping up with day-to-day operations and increased direct and indirect costs for the human resources department. The COVID-19 pandemic has exacerbated this already precarious situation. A significant number of hotel employees have changed industries and fewer employees have been hired since 2021. As the first step of a larger research project, the findings presented here provide insight into the main reasons for labour shortage in Austria, in order to give hotel management recommendations on how to adapt their recruiting strategies.
Laura Dietachmair, Markus Eitle, Jens Ennen, Albert Franz Stöckl
Titel
Culinary Tourism and Wine Tourism
Herausgegeben von
Albert Franz Stöckl
Markus Eitle
Stephanie Tischler
Daniela Wagner
Axel Dreyer
Knut Scherhag
Copyright-Jahr
2025
Electronic ISBN
978-3-658-48219-0
Print ISBN
978-3-658-48218-3
DOI
https://doi.org/10.1007/978-3-658-48219-0

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