jumilla’s ‘gastronomy days’: the positioning of a region...
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Jumilla’s ‘gastronomy
days’: the positioning of
a region on the culinary
map
(November 1st – December 1st) (November 1st – December 1st)
By: Abel D. Alonso
Edith Cowan University
Until the waves of tourists began arriving
(e.g., 1970s), Spain’s gastronomy
constituted a relatively minor attraction
(Ravenscroft & van Westering, 2002).
Once millions of tourists ‘adopted’ the
country as a holiday destination, its cuisine
and foods started gaining in popularity
(Ravenscroft & van Westering, 2002).
Local products in and around Jumilla (cont.)
http://www.casapareja.es/almazara-jumilla-murcia/casa-pareja-almazara-jumilla.asp
The event
10 restaurants, 11 wineries, bars, and
other businesses (e.g., olive groves)
participate in the 5-week event… they
are associated to the local wine route or
trail:
http://www.rutadelvinojumilla.com/v2/esp/
Patatas con ajo Garbanzos
Marinera
Traditional/typical foods and dishes of Jumilla and region
Patatas con ajo Garbanzos
Traditional/typical desserts - pastries
Rollos de amor de Jumilla
Perusas, rollos de vino, pasteles de anís,
sequillos, mantecados de almendra.Rollos de amor de Jumilla sequillos, mantecados de almendra.
Perusas Pera al vino de Jumilla
Traditional/typical desserts - pastries
Perusas Pera al vino de Jumilla
Wine education – Connecting with and ‘converting’ visitors/tourists
Guided tours Wine tastings, sensory evaluation
Culinary days (the ‘main’
event); tapas event
Music and wine
Wine fair,
August
Wine education Wine education
activities
‘Remind’
consumers
Keep memory
‘alive’Spill overs
Local businesses
The region
The community
‘Tasting’ Spain
Established in 2008
http://www.tastingspain.es/
20 different towns / regions have adhered
Challenges, implications for guests’ experience:
Spanish regions must “protect their gastronomic
intellectual property” (Ravenscroft & van Westering, 2002,
p. 134) and not bend to external pressures (e.g., from tour
operators).
Challenges, implications for guests’ experience:
These pressures may potentially lead to “creolization of
regional foods…
rather than reflecting the real gastronomic differences
between regions” (Ravenscroft & van Westering, 2002, p.
134).
Stakeholder theoryStakeholders: groups or individuals able to affect or be affected by
the attainment “of a firm’s objectives” (Freeman, 2010, p. 25).
Stakeholder theory (ST) “asks managers to articulate the shared
sense of the value they create, and what brings its core stakeholders
together” (Freeman et al., 2004, p. 364).
ST is related to “practical concerns of managers” (Freeman et al.,
2004, p. 364), for instance, with regard to ways in which managers
could be more effective in analysing, identifying, or negotiating with
important stakeholder groups (Freeman, 2004, p. 230).
ST is inextricably interconnected with ways in which a) managers
ought to act, and b) corporations ought to be governed (Freeman,
1994).
Stakeholder theory in the context of
Jumilla’s culinary event
Wineries
Restaurants
Bars
Olive grovesLocal visitors
Olive groves
Outside visitorsJumilla’s town hall
Jumilla’s town
Near-by towns
The region’s image
The event’s organisers
Adapted from Freeman (1988).
Thank you!
References
Freeman, R.E. (2010). Strategic management: A stakeholder approach. Cambridge, UK: Cambridge University Press.
Freeman, R.E. (2004). The stakeholder approach revisited. Zeitschrift für Wirtschafts- und Unternehmensethik, 5(3),
228-241.
Freeman, R.E. (1994). The politics of stakeholder theory: Some future directions. Business Ethics Quarterly, 4(4), 409-
421.
Freeman, R.E., Wicks, A.C., & Parmar, B. (2004). Stakeholder theory and “The corporate objective revisited”.
Organization Science, 15(3), 364-369.
Ravenscroft, N., & van Westering, J. (2002). Gastronomy and intellectual property. In A-M Hjalager and G. Richards
(editors), Tourism and gastronomy (pp. 132-153). London (U.K.), Routledge.
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