Abstract
The foodservice sector plays an important economical role in the “Langa del Barolo”, in Northwest Italy. It is now on the UNESCO (the United Nations Educational, Scientific and Cultural Organization) World Heritage List and is in first place in Italy in the Vineyard Landscape field, along with the Roero and Monferrato territories. The tourists who visit this area are constantly increasing and its inscription in UNESCO World Heritage List seems to have increased its international appeal even more. This study aimed at obtaining feedback from the “Langa del Barolo” restaurateurs as to their perception of the communication and promotion tools implemented to enhance the territory. A semi-structured interview, that adopted a questionnaire based on the PAPI technique, was used to survey all the 78 restaurateurs in this area. This technique was chosen to stimulate the individual propensity of the restaurant owner to share information freely. It was observed that the UNESCO status provides new stimuli for the restaurateurs when carrying out their activities, increases tourist’s interest in the “Langa del Barolo” and disseminates the local brands at an international level. Other tools, such as TripAdvisor, word-of-mouth, Slow Food and gastronomic guides, were also presented and discussed with the participants. The feedback and results demonstrate that having a UNESCO status improves and enhances the territory, making it an extremely useful promotion tool.
Highlights
The modern consumer has developed a growing interest for quality food and wine, mainly as a result of cultural, ethical, social and economic changes [1,2,3]
It was observed that the UNESCO status provides new stimuli for the restaurateurs when carrying out their activities, increases tourist’s interest in the “Langa del Barolo” and disseminates the local brands at an international level
Piedmont is a north-western region of Italy that is undergoing deep economic transformation as it is passing from a widely-diffused industrial culture in decline, to a diversification of the regional economy, which involves the development of the tourism sector
Summary
The modern consumer has developed a growing interest for quality food and wine, mainly as a result of cultural, ethical, social and economic changes [1,2,3]. This is partly due to the rediscovery of taste that has allowed for the preservation of territorial typical products [4,5,6,7] and the traditional connections with the territory itself [8,9,10]. The terroirs are live, innovating spaces that cannot be reduced to tradition alone” [16,17], even if this term has been traditionally used in the French wine sector
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