Videos promoting food tourism – best practices and examples
Delbosc D'Auzon, Hélène (2022)
Delbosc D'Auzon, Hélène
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053013067
https://urn.fi/URN:NBN:fi:amk-2022053013067
Tiivistelmä
In the beginning of the 2000s, food tourism emerged as another form of cultural tourism. 20 years later, food tourism is an established tourism segment with 53 % of leisure travellers being food travellers. A wide range of food tourism experiences are now offered such as food tours, food festivals, market visits, winery visits or cooking classes. The tourism actors behind those products are increasingly using video marketing as a promotion tool, as well as DMOs, who choose to promote their destinations through videos.
This thesis is commissioned by Hungry for Finland, a project coordinating the food tourism strategy for Finland. The objective of this thesis is to research on existing food tourism videos promoting the countries of Denmark and France and show the best practices with examples. The main research question is “What are the key components that compose a food tourism promoting video?” The sub-questions are “What kind of food tourism trends can be seen in the videos promoting Denmark and France?”, “What kind of food tourism related activities are shown in the videos?” and “Are there elements that target specifically the foodie tourist segment?” The commission was given in November 2020 and the thesis was finished in May 2022.
The theoretical framework examines food tourism, its related trends such as sustainability
and food events, its customers (foodies) and what kind of food tourism countries are Denmark and France. Videos as a promotion tool is defined, along with related terms such as marketing and advertising. How destinations can use video marketing is explored as well as what a promotion video is composed of with the help of literature.
The data collection method for this research-type thesis was a qualitative, non-participant
observation. An observation table was built to conduct a content analysis on the videos. The sample consisted of 10 videos promoting the food of Denmark and 10 promoting the food of France.
Results revealed that the most represented elements were sustainability as a trend, trying
out local food as an activity and togetherness as an element targeting foodies. Most videos were filmed in the 3rd person, with a soundtrack, dynamic shots and a narrative structure. The best practices of promotional food tourism videos are: a quality video production, a content that sparks positive emotions, the use of UGC, representing current trends and many food activities, as well as elements targeting foodies according to the experience realms.
Not all current trends were present in the videos and the technology trend was unexpectedly underrepresented. Overall, results mostly matched up with the studied theory: most studied trends, tourism activities, elements targeting for foodies were applied in the sample videos.
This thesis is commissioned by Hungry for Finland, a project coordinating the food tourism strategy for Finland. The objective of this thesis is to research on existing food tourism videos promoting the countries of Denmark and France and show the best practices with examples. The main research question is “What are the key components that compose a food tourism promoting video?” The sub-questions are “What kind of food tourism trends can be seen in the videos promoting Denmark and France?”, “What kind of food tourism related activities are shown in the videos?” and “Are there elements that target specifically the foodie tourist segment?” The commission was given in November 2020 and the thesis was finished in May 2022.
The theoretical framework examines food tourism, its related trends such as sustainability
and food events, its customers (foodies) and what kind of food tourism countries are Denmark and France. Videos as a promotion tool is defined, along with related terms such as marketing and advertising. How destinations can use video marketing is explored as well as what a promotion video is composed of with the help of literature.
The data collection method for this research-type thesis was a qualitative, non-participant
observation. An observation table was built to conduct a content analysis on the videos. The sample consisted of 10 videos promoting the food of Denmark and 10 promoting the food of France.
Results revealed that the most represented elements were sustainability as a trend, trying
out local food as an activity and togetherness as an element targeting foodies. Most videos were filmed in the 3rd person, with a soundtrack, dynamic shots and a narrative structure. The best practices of promotional food tourism videos are: a quality video production, a content that sparks positive emotions, the use of UGC, representing current trends and many food activities, as well as elements targeting foodies according to the experience realms.
Not all current trends were present in the videos and the technology trend was unexpectedly underrepresented. Overall, results mostly matched up with the studied theory: most studied trends, tourism activities, elements targeting for foodies were applied in the sample videos.
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