ANALYSIS OF CULINARY TOURISM POTENTIAL IN SILESIA REGION

Transcription

1 ANALYSIS OF CULINARY TOURISM POTENTIAL IN SILESIA REGION Romuald Szopa ABSTRACT The culinary tourism is an indelible part of the cultural tourist, it is also a developed branch of the gastronomy. The majority of people practicing this form of the tourism seek gustatory experiences, want to explore their knowledge about a given product, the kitchen of a given region and purchase unique products. Currently it is a highly recommended form of the tourism, it is very popular in western Europe and over the world and it is getting to be more popular in Poland as well. But culinary tourism is still developing, but it is noticed that more and more people are interested in it. Author of the paper wants to prove that the Silesian regional cuisine has a lot of potential and could be a showcase of Upper Silesia as one of the main tourism attractions of this region for both locals and tourists of other Polish regions and foreigners as well. KEY WORDS tourism, culinary tourism, Silesia. DOI: /FSO_vol5sp1_17_10 Romuald Szopa romuald.szopa@gmail.com The Jerzy Kukuczka Academy of Physical Education in Katowice, Poland Introduction A tourist product is everything, which the consumer can purchase while being out of the domicile. These are tangible goods, services of different kind, activities, places etc. According to Gołembski (2006) a tourist product are all goods and services created and bought because of the trip out of the domicile, both before the journey, during it and during the stay outside one s home town. Middleton defines a tourist product similarly claiming that it consists of three important components, so as: attraction, tourist facilities in the destination and availability (Middleton 1996). Definitions taking psychological aspects of the tourist product into consideration turn up rarely in literature. Different benefits, pleasures and satisfaction very often accompanies the purchase of some product. Moreover in literature tourist product means everything, what a tourist buy during the journey, however in broader meaning it is everything, what a tourist make during a trip and during the stay in the destination (Kozicka, Szopa 2016). It is been acknowledged that a tourist travel is a set of various components so as the journey, the accommodation, attractions and services of different kind (e.g. catering services) (Bačík et al. 2016). All these elements can be bought individually or in the package. From the tourist point of view, who plans a trip, a tourist product is seen as the package of the tangible goods and services which will enable him a varied form of spending time in the place, to which he is going (Marcinkiewicz 2010; Ślusarczyk et al. 2016). Paper received: 23 May 2017 Paper revised: 10 September 2017 Paper accepted: 28 September 2017

2 In this context it is possible to notice that the culinary tourism is one of types of a tourist product. It is indeed an interesting proposal worth wider analyses. Therefore a purpose of the article is a setting of an analysis of the possibilities and the potential for development of the culinary tourism in the Silesian region. 1. Literature review The culinary tourism is an indelible part of the cultural tourist, it is also a developed branch of the gastronomy. Currently it is a highly recommended form of the tourism, if it is about Poland, and also it is very popular in western Europe and over the world. The majority of people practicing this form of the tourism seek gustatory experiences, want to explore their knowledge about a given product, the kitchen of a given region and purchase unique products. According to Kowalczyk (2008) the culinary tourism is associated with the cultural tourism, since culinary traditions and dietary practices are closely associated with cultural conditioning. Culinary tourists discover other cultures by getting to know new foodstuffs and trying dishes earlier unknown. During culinary travels people visit new places, come across the local population, tour attractive tourist places as well as learn local history. The culinary tourism also called the catering tourism is known for ages, but is still regarded as the additional element. In ancient times and in the Middle Ages wanderers have often gone down from the outlined itinerary only to provide themselves a well known specialty. Also in modern times masters along with their escort stayed for the rest very often, it is possible to guess that eating and the comfort of the rest were a reason. According to Woźniczko et al. (2015) term culinary tourism was led into the source literature in 1998 by L. Long from the Bowling Green State University of Ohio, as getting to know other cultures by food (Eng. Experiencing other cultures through food). English language literature contains a lot of expressions of this phenomenon. Most often met are exactly a culinary tourism and gastronomic tourism, more rarely appear: food tourism and cuisine tourism (Gonera 2014). According to one definition the culinary tourism is an aspiration to unique and unforgettable experiences of eating and drinking. By connection of travelling with culinary experience, the culinary tourism offers the true taste of the given region both for residents and tourists. Tourist experience, in which a given person learns, appreciates and devotes itself to tastes of the local cuisine, reflects the legacy and the culture of a given place. This way of travelling is not limited only for gourmets tourists. It is about what is exceptional, authentic and unforgettable in excellent stories, which given regions provide 1. There are many discussion on culinary tourism in the literature. The authors consider the problems from different point of views. Ottenbacher et al. (2016) investigates the importance of culinary attributes and hospitality services attributes as tourism drivers. They considered seven primary tourism attribute drivers included nature and landscape, traditional dishes of the region, regional wines, friendliness of staff in the hotels and restaurants, friendliness of staff in wineries, competencies of staff in hotels and restaurants, as well as competencies of staff in wineries. 1 See more at: (accessed 25 January.2017). 102

3 Analysis of culinary tourism potential... Metaxas et al. (2016) found the possibility that gastronomy could be part of the answer for economic prosperity through the development of food tourism in a country with a harsh economic environment such as Greece. They examined that local food, culture and tourism could become fields of new entrepreneurial and regional development when paired with knowledge, innovation and quality. Sotiriadis (2015) considered a framework to be used as a strategic planning tool for culinary tourism projects at destination level. He proposed a conceptual tool based on theoretical background of strategic planning and Leiper s tourism model. He identified the merits, drawbacks and limitations of the framework to be taken into account. It can be used only in combination with other tools to achieve a comprehensive approach to designing, managing and marketing culinary tourism assets strategically. The study suggests and empirically investigates a strategic planning tool at destination level, based on the theoretical backgrounds of strategic planning and tourism system. It provides an integrated approach incorporating the main issues to be dealt with in the field of culinary tourism Björk and Kauppinen-Räisänen (2016), analysed factors affecting travelers foodrelated behaviour by focusing on the local food market. The study presents food experience in tourism and food-based regional development. The study reveals three types of food-related behavior: experiencers, enjoyers and survivors, They noticed that local food attracts travelers and it contributes to the tourist experience, indicating marketing potential for hospitality industries, tourism business and regional development. The Authors highlight information sourcing, including local food and restaurants, and reveals food and eating characteristics that contribute to various types of travelers local food experiences, which have received little prior research attention. A great benefit of the culinary tourism is certainly the fact that it can be practiced for the whole year. It is to a small extent impressionable for the seasonal character, in contrast with other forms of the tourism. Due to the availability of catering products on the market, the considerable part of good restaurants usually change its menu 4 times a year (Gonera 2015). Eating was and will always be an important component of tourist experience. Tourists are eating in order to survive, but also are eating, because they want to discover places and the specific environment of the visited region. Activating all senses, the object of food and drinks and the practice of the gastronomy contain the quantity of the information about meaning of meals both for a sense of well-being and for the social arrangements. The gastronomy induces people to the deep commitment, and in final years is being cleverly used as the new tourist attraction associated with food, for example festivals, culinary trails, competitions, workshops. The gastronomy becomes a real revelation on the tourist market, as well as services associated with food and culinary events attract larger number of tourists every year. Food markets of local and regional economies in multifaceted value chains include farming, fishery, food producers, media, entertainment, study etc. Discovering the local identity and new assessing the legacy and the tradition give better cultivations, processing, marketing (Hagyari et al. 2016), the distributions of food and joy from using food and drinks what is a consequence of the regeneration of these economies (Hjalager, Richards 2002). 103

4 Culinary tourism, how K. Buczkowska claims, is based on one of important part of life, which is preparing and eating meals and the delectation of drinks. It refers to history, the legacy, the tradition and contemporary times. It consists touring and familiarizing factories, food-processing plants, food and alcohol manufacturing companies, breweries, wine bars and distilleries and visiting restaurants, local eateries and private houses. Voinea et al. (2016) considered brand new idea of slow food concept in culinary tourism. In their opinion, slow food has become an international movement that advocates for satisfying culinary pleasure, protects biological and cultural diversity, spread taste education, links green producers to consumers and believes that gastronomy intersects with politics, agriculture and ecology. In order to highlight the manner in which the principles of this cultural trend are perceived by the representatives of the new generation of consumers in Romania, exploratory research marketing was conducted among the students. The results of this research have shown an insufficient knowledge of slow food phenomenon and, especially, the slow food network activity in Romania. It can be considered that slow food concept can be next interesting strategy for culinary tourism development. Considering above mentioned considerations, it is decided that answers to questions included in the questionnaire form were aimed at getting knowledge concerning Silesian cuisine, knowingness of traditional and regional products amongst residents and tourists visiting Silesia and verifying their knowledge and interests with Silesian cuisine as the tourist product. 2. Research methodology and characteristics of research sample In the purpose of analysis of the possibility and the development potential of the culinary tourism in the Silesian region a questionnaire survey about Silesian Cuisine was conducted. Examinations were conducted in May and June randomly chosen persons took part in examining by the electronic survey. Conducted analysis showed that 100 correctly filled questionnaire forms had been categorized for further research. The examination had diagnostic character. Only willing persons underwent it. The questionnaire form includes 21 questions, from which 6 concerned primary data about respondents filling the sheet up. Questions in the questionnaire form had the form of closed questions of single and multiple choice and one opened question concerning place of residence (voivodship). While making a characteristics of the examined sample it should be noticed that in the group of 100 examined persons women constituted 67, and men 33. The most numerous group of respondents is in age from 27 up to 39 years, they constituted 52% of the entire examined population (28 women and 24 men). Next persons from 19 up to 26 years are 38% of respondents (as many as 32 women and only 6 men). The rest of participants are persons below 18 years and in age from 40 up to 55 years constituted 3% and 4% are persons of above 55 years (2 women and 2 men). Amongst respondents, over half of them (53%) lives in the city which population counts from 100 to 500 thousand, 18% lives in the village, and 2 persons live in the small city which population counts up to 10 thousand. 17% of respondents lives 104

5 Analysis of culinary tourism potential... in the city which population counts up to 100 thousand and 10% from major cities of above 500 thousand residents. 70 inhabitants of the Silesian province took part in the examination, remaining are inhabitants of voivodships: Lower Silesia (13), Opole (6), Małopolskie and Wielkopolskie (after 4), and one person from voivodships: Lubusz, Kuyavian-Pomeranian and Subcarpathian. The diversity in origin of respondents was aimed at checking, whether Silesian cuisine is also recognizable not only amongst residents of Upper Silesia, but also persons inhabited outside it. Amongst respondents, persons with the higher education (59%) are the most numerous group, next with the secondary education (34%), professional (3%) and 2% with the primary education and secondary school. Considering the employment status of respondents, a considerable majority of them because as many as 71% are professionally active persons, 25 are students and pupils, 3 respondents are senior citizens or pensioners and only 1 person is currently unemployed. 3. Research findings and discussion of results Results achieved during the conducted survey present essential information including the knowledge about products and dishes of the provincial cuisine of the Silesian voivodship. They can constitute the base for running the effective promotion of the cuisine of this region as well as for improving tourist attraction. It is also aimed at checking whether there is an interest in the voivodship. Silesian cuisine is one of the most characteristic and recognizable provincial cuisines in Poland. On the question concerning the knowledge about regional dishes of Upper Silesia 55 respondents answered that their knowledge is general, 26 persons declared that they had a very good knowledge about this subject (mainly persons inhabited in Silesia), 16 persons have a small knowledge but only 3 persons have no idea about Silesian cuisine. What is interesting these 2 persons are inhabitants of neighbouring voivodship Lower Silesia and one person from Upper Silesia (Table 1). Table 1. Data concerning the level of knowledge of respondents about products and regional dishes Answers Number Percent Very good General Small No knowledge Source: Own study. Everyone examined answered that they knew Silesian cuisine and tried its dishes. The most popular dishes amongst questioned were Silesian meat rolls with dumpling and red cabbage and sour flour-based soup. Almost all persons ate these dishes, because they are most recognizable and promoted on different culinary and family parties, as well it is possible to meet them in the most of restaurants on Upper Silesia. A purpose of the second part of questions was checking how people grade the availability of dishes of Silesian cuisine in restaurants. The majority (66 persons) answered that they graded it well. Only 4 persons stated that there was a greater availability of Silesian dishes on the restau- 105

6 rant menu. However, 30 persons graded it badly, they think that not in every place it is possible to order real, Silesian dishes. Many persons are interested in the provincial cuisine. Out of one hundred randomly chosen persons 60 of them declare that going to the restaurant they willingly order characteristic dishes for the given region, in this case Silesian cuisine dishes. Whereas 40 persons while ordering dishes in restaurants are not heading regionality that much, but they are choosing other dishes. The most likely ordered Silesian dish are meat rolls with dumplings and red cabbage. 100% of examined persons, who ordered dishes of the provincial cuisine chose this option. Sour flour-based soup (34 persons) and pork hock (21 persons) are also a willingly ordered dishes. On the question about the source respondents are drawing information about dishes and regional products of the Silesian voivodship from, the examined admitted that family as well as friends are the best and the most frequent source from which they learn about advantages of this voivodship. It can result from the knowledge passed on from one generation to another as well as recipes and cookbooks. Nowadays the access to the information is far straighter than in the past, quite a lot of persons (41) get information on a given subject from the Internet and from the press. Many persons (21) while going to the restaurant and ordering regional dishes, obtain there information about given dishes. Television and the radio are also a good source of knowledge about the cuisine, it is possible to notice many culinary programs, or for instance advertisements promoting culinary events. Fewest respondents, because only 11 persons get information from different culinary events. Marking one of options, respondents gave their opinion about the promotion of Silesian cuisine. Most of them graded it on the average level. The rest of voices divided more or less after evenly. 2 persons think that the promotion is very good, and another 2 that it is very bad. Similarly, voices also divided in this case, 19 persons claim that the promotion of Silesian cuisine is good, however 16 persons claim that it is bad (Table 2). Table 2. Answers on the question: how the examined grade the promotion of Silesian cuisine Silesian cuisine without a doubt combines with the long-standing tradition and the diversity of dishes. It is simple but everyone can find something for himself, from different soups, through meat dishes, fish up to desserts. Respondents also think that it a tradition is exactly a deciding factor about the success of this kitchen. Almost everyone, because as many as 89 Answers Number Percent Very good Good Average Bad Very bad Source: Own study. persons, answered in this way. The diversity of dishes also attracts people for trying Silesian cuisine. From the opinion of respondents also results that a good promotion is an important factor deciding on the success of the provincial cuisine (12 respondents replied in such a way), including for example organization of numerous culinary events, easy access to products, 106

7 Analysis of culinary tourism potential... supporting eating places. Production and preparing of food methods are also important (11 replies). A lower significance have: healthy cuisine (6 replies), the fashion and dietary trends (8 replies) and 6 persons emphasized that other factors decide on the success of Silesian cuisine (Table 3). Table 3. Summary of data concerning determining factors about the success of Silesian cuisine according to respondents Factors determining the success of Silesian cuisine Number Percent Long-standing tradition Diversity of dishes Healthy cuisine Fashion and dietary trends Production and preparing of food methods Good promotion Other Source: Own study. Silesian Tastes Culinary Trail came into existence in Autumn 2012 and started searching for eating places serving Silesian cuisine. A year later in 2013, 35 restaurants formed the Trail on Upper Silesia. On the question whether respondents hear about or know Silesian Tastes Culinary Trail 36% examined answered, yes. Next they were asked questions whether creating such a culinary trail is a good promotion of the Silesian voivodship, as many as 81 % answered, yes. Table 4. Information about the participation of respondents in culinary events in Silesia Did You participate in other cuisine events in Silesia? Which ones? Number Percent Silesian Tastes Festival Traditional Products Fair Day of the Potato Harvest festival Other I did not participate in any of above mentioned Source: Own study. The majority of respondents does not participate in this type of festivals (Table 4). As many as 65 % of the examined answered that they had taken part in none of events mentioned above. Only a part of the examined declared that they willingly participate in events promoting the provincial cuisine. Respondents most willingly and most often visit Harvest festival organized once a year (20 persons). A little bit less number of persons (13) are interested in Traditional Products Fair. Respondents most rarely go to the Silesian Tastes Festival organized by Polish Tourist Organization (7 persons), Day of the Potato (5 persons) and other (6 persons). The last part of the questionnaire form was aimed at checking, whether according to respondents Silesian cuisine affects tourist attraction of Silesia, whether in their view could it be a separate tourist product, on the base of which it would be possible 107

8 to create the tourist offer as the main travel destination and if they would use the offer of travels in which getting to know products and dishes of Silesian cuisine with getting to know the culture and the regional tradition would be a main purpose. Almost everyone (90 respondents) answered that the Silesian Cuisine affects tourist attraction of Silesia. Upper Silesia is not only monuments of the technique, mines, castles but also Silesian cuisine is exactly a very important tourist attraction, until recently not much appreciated. Only 10 persons answered that Silesian cuisine did not affect tourist attraction of Silesia. According to 69% of respondents, Silesian Cuisine can be a separate tourist product on the base of which it is possible to create the tourist offer as the main travel destination. In these times many thematic tours associated with the food came into existence. Many Food Trails were created, which are possible to go through in order to get to know traditional products, alcohol, milk, cheese, fruit and vegetable whether just culinary. But 31% cannot imagine Silesian Cuisine as the tourist product. They associate it more with the good food than a tourist attraction. Respondents asked about, whether they would use the offer of the travel in order to get to know dishes and culinary products of Silesia connected with touring, getting to know the culture and the regional tradition, willingly answered positively. As many as 80 % of the examined would willingly go on such a trip. They think that it is attractive offer, where it is possible to taste good cuisine and simultaneously get to know the culture and the tradition of the Silesian region. Some of them (20%) is not interested in such a form of the tourism. Conclusions Tourists always use catering services and must satisfy their hunger and desire during their journeys. In the past such an attention was not being attached to the gastronomy and in the tourism the cuisine was usually complementing the tourist accommodation. Nowadays times changed and travelers not only want to satisfy their physiological needs but also are seeking something new, want to discover new tastes. In the result cuisine is included into the tourist offer as the additional attraction. Silesian cuisine similarly to the majority of regional or national cuisines can definitely be a trademark of a given region. Italy is one of the most well-known examples, where everyone associate it with delicious cuisine and are willingly going there to see not only beautiful landscapes but also to taste authentic and exceptional culinary delicacies. In Poland culinary tourism only develops, therefore Silesian cuisine has a chance to become one of these cuisines, for which the crowd of tourists will be arriving not only from Poland, but also from the outside. Recently the gastronomy became very popular, it started to be more and more interesting, it is possible to notice it both on television (culinary various programmes) as well as in life (many new eating places). Organizing the tourist offer, where getting to know Silesian cuisine will be a main purpose is a good idea. Silesian cuisine in the marketing aspect is a wonderful chance for promoting the region. The unique and unusual culinary legacy can serve for creating positive image of the given place by including informational promotional announcements. 108

9 Analysis of culinary tourism potential... References Bačík, R., Mudrik, M., Štefko, R., Kot, S. (2016), Analysis of tourism travel trends after 2014, Journal of Environmental Management and Tourism, 7(1): Björk, P., Kauppinen-Räisänen, H. (2016), Local food: A source for destination attraction, International Journal of Contemporary Hospitality Management, 28(1): Gołembski, G. (Ed.), (2006), Kompendium wiedzy o turystyce: praca zbiorowa, Warszawa: Wydawnictwo Naukowe PWN. Gonera, H. & Polska Organizacja Turystyczna w Warszawie (2014), Program rozwoju i promocji turystyki gastronomicznej i szlaków kulinarnych w Polsce, Warszawa: Landbrand. Hagyari, P., Bačík, R., Fedorko, R. (2016), Analysis of the key factors of reputation management in conditions of city marketing, Polish Journal of Management Studies, 13(1): Hjalager, A.M., Richards, G. (2002), Tourism and gastronomy, London: Routledge. Kowalczyk, A. (2008), Turystyka kulinarna jako element turystyki kulturowej, Warszawa: Wyższa Szkoła Turystyki i Rekreacji w Warszawie. Kozicka, K., Szopa, R. (2016), Managing of the tourist destinations offer based on the dynamics and the forecast of tourist movement, Polish Journal of Management Studies, 14(2): Marcinkiewicz, C. (2010), Zarządzanie produktem turystycznym (z elementami psychologii), Sosnowiec: Oficyna Wydawnicza HUMANITAS. Metaxas, T., Karagiannis, D. (2016), Culinary tourism in Greece: Can the past define the future? Dimensions of Innovation, Entrepreneurship and Regional Development, Journal of Developmental Entrepreneurship, 21(3): Middleton, V.T., (1996), Marketing w turystyce, Warszawa: Polska Agencja Promocji Turystyki. Ontario Culinary Tourism Alliance, available at: (accessed 25 January 2017). Ottenbacher, M.C., Harrington, R.J., Fauser, S., Loewenhagen, N. (2016), Should culinary tourism and hospitality service attributes be defined as primary tourism drivers? An expectancy-fulfillment grid approach, Journal of Foodservice Business Research, 19(1): Slusarczyk, B., Smolag, K., Kot, S. (2016), The supply chain of a tourism product, Actual Problems of Economics, 179(5): Sotiriadis, M.D. (2015), Culinary tourism assets and events: Suggesting a strategic planning tool, International Journal of Contemporary Hospitality Management, 27(6): Voinea, L., Atanase, A., Schileru, I. (2016), Perceptions of the slow food cultural trend among the youth, Amfiteatru Economic, 18 (10): Woźniczko, M., Jędrysiak, T., Orłowski, D. (2015), Turystyka kulinarna, Warszawa: PWE. Romuald Szopa full professor in management sciences at Jerzy Kukuczka Academy of Physical Education in Katowice, The Management Faculty. Address: Mikołowska 72A, Katowice, Poland. 109