Abstract
The role of wine and food products in tourism is multiform and complex. Throughout human history, food has not just been a means of subsistence, but has often become an element for authentic experience, socialising and hospitality. Within the context of global tourism, enogastronomy determines the qualitative level of the offer. It can be said that nowadays the package of goods destined for tourism is enriched by a new attribute, that of quality food, which has taken on a social aspect: more and more tourists travel to specific destinations because of good food. Traceability and protection brands are, without doubt, indicators for measuring the quality of food. The propensity to purchase and consume “traced” food were analysed with specific reference to olive oil. Data were collected through a 500Hz binocular remote eye-tracking system and analysed with SPSS software.
Highlights
The development of local products in rural areas is not to be seen exclusively as support for the productive spirit of such areas, but rather has to be interpreted as part of a greater local development plan, which aims at unifying different economic and productive components so as to develop the links upon which a district’s economy is based
The tourist destination is, a sort of stage on which the traveller chooses a role to interpret. Such a form of tourism has been encouraged over recent years by a change of rules brought about by the sharing economy, as a technological-economic phenomenon promoted by the development in the ICT industry (Salvioni, 2016)
Based on the results of such research, this study aims to analyse the visual impact on consumers of protection brands on olive oil labels and to assess whether consumers’ attention is attracted by such brands
Summary
The development of local products in rural areas is not to be seen exclusively as support for the productive spirit of such areas, but rather has to be interpreted as part of a greater local development plan, which aims at unifying different economic and productive components so as to develop the links upon which a district’s economy is based. The tourist destination is, a sort of stage on which the traveller chooses a role to interpret Such a form of tourism has been encouraged over recent years by a change of rules brought about by the sharing economy, as a technological-economic phenomenon promoted by the development in the ICT industry (Salvioni, 2016). Attention is no longer given to the brand (Olson & Jacoby, 1972), price, advertising, retailer brand and country of origin (Zeithaml, 1988; Teas & Agarwal, 2000), but rather purchasers and consumers are looking more and more at protection brands (Agostino & Trivieri, 2014) and traceability to certify food and drink quality
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