Kulinarische Grundeinstellungen von Gästen der Wiener Gastronomie und deren Bedeutung für die Destination Wien in Bezug auf kulinarischen Tourismus und Regionalität/Basic Culinary Attitudes of Vienna Catering Industry Consumers and their Significance for Vienna as a Tourist Destination with Regard to Culinary Tourism and Regionality

Chapter
Part of the Forschung und Praxis an der FHWien der WKW book series (FPGHW)

Abstract

Fresh, regional, and seasonal if at all possible, vegan, organic, fast, and preferably inexpensive – society’s demands on food are rapidly changing. While the growing interest in what we eat and how we eat it may be stimulated by the increasingly broad range of eating options, it is also driven by the values of contemporary society. It may be distilled thus: What, why, where, and when do people eat? Though apparently a trivial question, it gains unexpected nuance under closer examination. Food and the act of eating have become key features of gourmet lifestyles (Fields 2002). People define themselves by what they eat, transforming food into a lifestyle product expressing distinct emotional and intellectual attitudes. Qualities such as regionality, seasonality, and organically grown status seem to play a significant role here (Nestlé 2011). Thus not only are increasing demands being made on what is eaten, but also on where it is eaten, whether it applies to individual catering outlets or entire tourist destinations. Whereas consumers appreciate having their broad range of demands fulfilled to a greater or lesser extent, restaurateurs and tourist destinations tend to pursue their own goals, often of an economic nature. Simultaneously, caterers and tourism professionals are facing growing competition, increased price pressure, and an overabundance of catering outlets. Hence restaurateurs seek to maintain or expand their market position as well as focus on attractive market segments and target groups (Schneider 2009). This leads to the critical importance of identifying and understanding consumer needs in order to implement targeted marketing activities and offer patrons precisely what they desire (Swarbrooke and Horner 2007). The city of Vienna has a long tradition of doing exactly that: the culinary and catering industry has always enjoyed a high profile in Vienna. The tourism and leisure industry contributes a total of € 3.23 b to the city’s gross regional product. Furthermore, for every million Euros that Vienna’s visitors spend, eleven new full-time jobs are created (WienTourismus 2014). In 2014 Vienna recorded 13.5 m overnight stays, confirming its status as Austria’s top city destination (Statistik Austria 2015). Moreover, Vienna’s caterers are advertised and marketed at a level of professionalism which has made them an established feature on the tourist map. Yet how are cuisine and regionalism perceived at the destination level? What basic attitudes do visitors truly harbour towards food? Which factors play a role in eating habits allowing us to identify fundamental consumer typologies? These questions concerning culinary attitudes will be addressed in the paper at hand. The authors will focus on the basic culinary attitudes of Vienna catering industry consumers, including tourists and the local population (15+), and their significance for Vienna as a tourist destination with regard to tourism and regionalism.

Keywords

Kulinarische Grundeinstellungen Kulinarischer Tourismus Regionalität Gastronomie 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  • Klaus-Peter Fritz
    • 1
  • Klaus Hartl
    • 1
  • Daniela Wagner
    • 1
  1. 1.FHWien der WKWWienÖsterreich

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