Growing Popularity of Food Tourism and Key Criteria for a Successful Food Tourism Destination

This presentation explores the growing popularity of food tourism and the key criteria for a successful food tourism destination. It focuses on Birmingham and West Midlands as a potential food tourism center, conducting an audit and SWOT analysis to evaluate its feasibility. The presentation also provides recommendations for developing a new street food business in Birmingham and discusses the importance of promotions and secondary materials to support the analysis.

TITLE: "Growing popularity of
food tourism and key criteria
that constitutes a successful
food tourism destination".

 Introduction
 Audit
 SWOT analysis
 Recommendations
 Promotions
 Secondary material to support analysis
 Conclusion
 References
Table of conent

The current presentation is based on the topic of Growing popularity
of food tourism along with the key criteria that constitutes and leads
out to a successful food tourism destination. The main focus of
current presentation is to evaluate about the Birmingham and West
Midlands as the food tourism centre. Therefore, this presentation
comprises of an audit of Birmingham or the West Midlands area to
establish the feasibility of developing Food Tourism in the region to
ensure and lead out a new street food business in Birmingham.
INTRODUCTION

The feasibility for developing Food Tourism in any region comprises
and consists of an analysis of many factors the presence of which is
vital and essential for success of food tourism destination at any
place. These factors mainly comprises of Cultural experience which is
reflected in its food along with interpersonal relation among people
and trust, sensory appeal, level of health concern and excitement
which attract a larger number of tourist to taste and experience the
food culture for success of a place of as food tourism destination.
Audit

Beside this, a high level of sensory appeal along with many
heritage and rich culture leads out a vital role in increasing the
excitement and interest level of visitor and tourist along with
providing a delicious taste of food. Thus, an analysis can be
made out the Birmingham provides a perfect location to come
up with a new street food location and better development of
area as global food destination.
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Use of SWOT analysis is mainly
made to analysis about the
main strengths and weakness
associated with any aspect or
particular thing along with
evaluating about the possible
sets of opportunities and
threats related with that
particular aspect.
SWOT analysis

Strengths Weakness
 The main strengths of Birmingham and the West Midlands comprises of a strong
distribution network for all hotels and restaurants which are offering any kind of
specific foods and drinks. The Birmingham and the West Midlands is having an
effective chain of network and hotels across all the reasons thus, offer a vital
place for hotels through facilitating brands operate at a global level. Therefore,
having an efficient distribution food system along with efficient availability of
all products for customer is a strength of Birmingham and the West Midlands.
 Another vital aspect of Birmingham and the West Midlands comprises of
economical costing of all products and services accomplished with a stable
economical and political condition which makes it a perfect place for attracting a
larger number of customers. An analysis can be made out that products of the
food and beverage industry produced at the economies of scale, therefore, the
prices of them are low which makes it more affordable for customers.
 Beside this, the rich culture and heritage of Birmingham and the West Midlands
is also comprises of its main strength which is reflected in taste of food thus lead
to better competency for development of this area as food tourism destination.
 The main weakness which are present in the location of Birmingham and the
West Midlands and creates obstacles in launch of a new street food business in
Birmingham and the West Midlands is high inventory cost in food industry
along with narrow margin between the supply of raw products, cooking, and
consumption.
 Apart from this, High Rental Expenses is also a vital weakness present in the
Birmingham and the West Midlands that creates barriers for efficient working of
a new street food business through reducing and limiting its profit margin.
Opportunity Threats
 Online stores and better delivery process are offering and creating enhanced
level of opportunity for development of Birmingham as global food tourism
destination which supports the launch of a new a street food business in
Birmingham. Implication of online stores and delivery system offers and leads
out for a place where customers would have the option to choose any of their
favourite food items and place their order for delivery thus, attract and cater
attention of larger number of customers for enhanced success of new street food
business in Birmingham and the West Midlands.
 High level of competition lead out by the enhanced Technology and online
shopping have made the entrance into food industry more difficult which us the
biggest threat for launch of a new street food business in Birmingham along with
its development is a global food tourism destination.
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Strengths Weakness
 Reliable suppliers along with a positive relationship between the food and
beverage industry has with its suppliers is also a vital and key strength of
Birmingham and the West Midlands to develop as a global food tourism industry.
 The another vital strength of Birmingham and the West Midlands comprises of
Highly Skilled Workforce comprises of well competent and skilled Chef, cook,
waiter, and other staff which are having a great proficiency in the skill and
deliver quality food product and services to attract and cater larger number of
customers.
 Further, the most vital aspect of Birmingham and the West Midlands comprises
of diversity in the food and beverage industry with workforce that is workforce
usually from different social, cultural, racial, regional, and ideological
backgrounds that leads to a high level of innovation and creativity along with
high team sprit to attracts and cater larger number of customers.
 Further, it has been also observed that the functionality and decision-making
system of the food and beverage industry in Birmingham and the West Midlands
is mainly centralized that is again taken as a weakness for opinion a new street
food business in Birmingham. The employees are mainly don’t be involved in the
decision-making process thus management remains unaware of the public
interest and employee’s lack of performance which hamper the performance of
food industry in Birmingham.
 Ineffective marketing strategies and lack of vital promotion strategy are also
taken as a vital weakness for development of global food industry in Birmingham
that is limiting the viability for opening a new street food business in
Birmingham.
Opportunity Threats
 Providing effective training to employees along with making use of latest form of
technology is also leading out many opportunity for opening of a new street food
business in Birmingham and the West Midlands in form of smart broiler and
ovens in the kitchen, and online ordering system leads out a more efficient
operation and enhanced success for food tourism in Birmingham and the West
Midlands.
 Apart from this, the rapidly changing customer taste is also a threat for food
industry in Birmingham that is making difficult to launch a new street food
business thus, it needs to be unique in terms of food taste to become able to
capture the market share.
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On the basis of above discussion
following recommendations can
be made out to develop
Birmingham and the West
Midlands as global food tourism
destination along with leading
better launch of a new street
food business in Birmingham
and the West Midlands:
Recommendation

Implication of online stores and digital facilities are highly
recommended to ensure better delivery process along
with attracting larger number of customers by leading
improved client service through greater flexibility along
with cost saving and faster way of delivery of food
products for a larger number of customer.
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Apart from this, to reduce the cost of inventory which is a
considered threat for food industry effective management of
stock and inventory is recommended for launch of a new street
food business in Birmingham and the West Midlands by the
way of Utilizesing a POS System along with Maintaining a
Consistent Schedule and use of first in first out method of
inventory management.
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Further, creation of an attractive architecture, gastronomy,
infrastructure, landscape, events, shopping, etc, are also
recommended for development of Birmingham and the West
Midlands as global food tourism destination as it played a
vital role in attracting and catering interest of a larger number
of customers.
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At last, use of use of tailored marketing strategies and
emphasising and focusing on more better and effective sort of
promotion by the way of creating of videos and food
destination and preparation picture are also suggested and
recommended for better promotion of new food street
business along with leading effective development of
Birmingham and the West Midlands as global food tourism
destination.
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Effective promotion is taken as
an essential part of every
successful business thus, using
the right promotional mix
elements is helpful in leading
out effective awareness and
information about a new
project and set
recommendations.
Promotion

Direct marketing- this aspect of promotional mix is associated with
marketing directly to a person by the way of communicating with a
narrow group of potential customers through telephone marketing,
snail mail, email, or catalogs and brochures.
Sales Promotion- this mode of promotion is mainly used by a which
facilitates and leads out a well-crafted sales promotion to generate
immediate traffic and boost your short-term sales. A sales
promotion is an incentive, such as a discount or coupon, intended
to persuade customers to make a purchase.
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For leading out awareness and promotion of conclusion and main
recommendation of current project use and implication of online
and digital channels are most suitable for increasing awareness
of your conclusions and recommendations. The use of online
modes of communication which comprises of social media and
other digital tools facilities and leads to a more effective way to
transfer and share information about the main findings and
recommendation of current project to people in much more cost
and time effective manner.
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Concept of food tourism
As per the view point of Tsai, C.T.S. and Wang, Y.C., 2017, it has been find
out that the that the concept of food tourism is mainly related with the
visitations along with travelling by a one person or group of person to
some primary or any secondary food producers destination. Further, the
concept of food tourism also comprises of making a visit to a food
festivals along with some other associated famous restaurants and
specific locations which is known and famous for its food tasting and
leads an enhanced experiencing and vital attributes of specialist food
production regions.
Secondary materials to support analysis

Significance and growing popularity of food tourism
It has been find out from the information provided by the Kim, S.,
Park, E. and Lamb, D., 2019, that Food Tourism is basically
playing a vital role in enhancing and expansion of the tourism
industry as its popularity is growing with a rapid speed. Beside
this, it has been observed that the eating out and going for visits
to restaurant has become most common aspect and way for any
tourist, thus, an enhanced growth is seen in the sector of food
industry.
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Main criteria of developing a destination into food tourism destination
According to the information provided by the Fusté-Forné, F. and Berno,
T., 2016., it has been observed that a number of factors are there which
lead to development of an area as tourism destination which consists of
culture, architecture, gastronomy, infrastructure, landscape, events,
shopping, etc that plays a vital role in attracting customers and tourist at a
place. Apart from this, leading out an increase in food destination
exposure by the way of partnering and positive contract with influencers
also lead and set out a criteria for better development of food destination.
Continue …..

On the basis of above presentation a conclusion can be made that the
conducting of audit about main factors of a place leads to better
feasibility check to develop in place in effective manner. Further, a
summarisation can also be made that the use of SWOT analysis is made
to evaluate the main strengths and weakness of a specific thing along
with analysis the existing opportunity and threats. At last, a conclusion
can also be made that promotional mix provides information about five
vital aspects of promotional strategy from which use and implication of
online modes and digital promotion is most effective to facilitate a better
awareness in people.
Conclusion

 Tsai, C.T.S. and Wang, Y.C., 2017. Experiential value in branding food tourism.
Journal of Destination Marketing & Management, 6(1), pp.56-65.
 Kim, S., Park, E. and Lamb, D., 2019. Extraordinary or ordinary? Food tourism
motivations of Japanese domestic noodle tourists. Tourism Management Perspectives,
29, pp.176-186.
 Fusté-Forné, F. and Berno, T., 2016. Food Tourism in New Zealand: Canterbury's
Foodscapes. Journal of Gastronomy and Tourism, 2(2), pp.71-86.
 Robinson, R.N. and Getz, D., 2016. Food enthusiasts and tourism: Exploring food
involvement dimensions. Journal of Hospitality & Tourism Research, 40(4), pp.432-
455.
 Fusté-Forné, F., 2020. Savouring place: cheese as a food tourism destination landmark.
Journal of Place Management and Development.
REFERENCES

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