Foodservice in a UNESCO Site: The Restaurateurs’ Perception on Communication and Promotion Tools

Giovanni Peira, Riccardo Beltramo, Maria Beatrice Pairotti and Alessandro Bonadonna
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Giovanni Peira: Department of Management, University of Torino, Corso Unione Sovietica 218 bis, 10134 Turin, Italy
Riccardo Beltramo: Department of Management, University of Torino, Corso Unione Sovietica 218 bis, 10134 Turin, Italy
Maria Beatrice Pairotti: LAG Terre Astigiane nelle Colline Patrimonio dell’Umanità, Via Roma 9, 14055 Costigliole d’Asti (AT), Italy
Alessandro Bonadonna: Department of Management, University of Torino, Corso Unione Sovietica 218 bis, 10134 Turin, Italy

Sustainability, 2018, vol. 10, issue 8, 1-17

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.

Keywords: foodservice; gastronomic guides; Langa del Barolo; restaurateurs; slow food; TripAdvisor; word-of-mouth; UNESCO; food and wine tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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