relaunching tourism in lombardy: a proposal for an enogastronomic product club

Master in Tourism Management – VII edition – 2010-2011 1

Module 4

Business Plan

Relaunching tourism in Lombardy:

A proposal for an Enogastronomic Product Club(Part II)

TUTORS

Francesca d’Angella

Andrea Rossi

AUTHORSAndrea Scacchioli, Martina

Placucci, Mirko Chianesi, Sarah Chow,

Sara Monfregola*, Stefania Sossi*phase 1


SUMMARY

1) THE ASSIGNMENT

2) INTRODUCTION

3) THE PRODUCT CLUB

• Product club definition

• The features and the logo of the P.C.

• Vision and Mission

• Objectives and Advantages

• The offering system for the members

• Members involved

• Public & Private Partners

• Requirements

• Entry&Exit mechanisms

• Interorganizational structure

• Roles and Functions

4) FINANCIAL STRUCTURE

5) PERFORMANCE

EVALUATION

6) THE OFFERING SYSTEM

• Itineraries, Workshops &

Single Attractions

7) APPENDIX


The Assignment

Lombardy Region (LR) is working on the development of a new tourism positioning, a new marketing plan on the international market and thus a new tourism portal.Our job was to develop an innovative tourist pilot product: the cultural product cluster.

Our goals were:

• To build the organizational structure of the product club;• To choose the public and private bodies to involve;• To pinpoint the offering system of the product club;• To structure the proper financial model of the organization.

The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).


Introduction

«Culture, or civilization,… is that complex whole which

includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits

acquired by man as a member of society» (Tylor, 1871)

“Everything having to do with food—its capture,

cultivation, preparation, and consumption—represents a

cultural act”. (M. Montanari, Food is

Culture, 2006)


Introduction

As the academic definitions of E. B. Tylor and Montanari claim, culture can mean a lot of

different things; if we consider the traditional meaning, it can include music, art, literature,

theatre, cinema...However we think that Culture is something more than this, especially in Italy, where a

simple habit of everyday life, such as eating, has been transformed into something more… a way

of life. That is why we think that the enogastronomic culture is a good starting point

to relaunch tourism in Lombardy. It is from here that the idea of our Product Club is born.


The product club

What is a product club?

A tourism product club is a product development partnership

established and led by the tourism industry stakeholders

including small- and/or medium-sized companies. The group

pools its resources to develop new market ready products or to

increase the value of existing ones.


The «Enogastronomic»

Product ClubWhy a «Enogastronomic»

product club?

Ancient tradition of enogastronomic culture;

Growth of enogastronomic tourism(+60% in 2010 with 5mln € of revenues*);

Enogastronomic heritage of undisputed value;

*Source: http://www.turismoefinanza.it


NO46%

YES54%

Enogastronomic Offer

* based on the 182 regional websites of the D-WEB analysis.

Presence of many high quality restaurants and culinary innovation;

It is strictly related with the theme of the 2015 Milan Expo (Feeding the Planet, Energy for Life);

As the data coming from our D-WEB analysis of European Regions show, the enogastronomic offer is an important part of Tourism also in the other European Countries (see graph below).

The «Enogastronomic»

Product Club


VISION

To make the flavours, the colours and the smells of

the food and wines of Lombardy region as an icon

of the Enogastronomic Culture all over the world.


MISSION

The «Enogastronomic» product club of Lombardy region has to link together the main actors of the enogastronomic heritage of the region in order to create a set of tourist activities that lead visitors to discover the area through culinary experiences.

The product club will be able to create a network of industries, public and

private actors that will join their efforts and their knowledge to offer an

unforgettable experience for tourists interestes in the art of food.

5. FOOD: THE EATABLE

PART OF CULTURE

1. WHAT’S OUR UNIQUE VALUE PROPOSITION ?

THEENOGASTRONOMI

C PRODUCT CLUB

2. ENOGASTRONOMY

THROUGH THE5 SENSES

3. WHAT IS OUR PHILOSOPHY ?

4. ”AN OVERALL EXPERIENCE”

THE RIGHT PHILOSOPHY

FOR OUR CULTURAL

OFFER

Master in Tourism Management – VII edition – 2010-2011

ENOGASTRONOMIC PRODUCT CLUB

THE LOGOThe creation of the Enogastromic culture product club logo is based in the willingness to enhance the attractivness of the marketing product club.

The logo represents the Lombardy territory plunged in the enogastronomic culture “color”.

The Logo of the Product Club

12


The main goal of the Enogastronomic Culture Product Club is

to create a network among the main regional stakeholders in

order to maximise the benefits of promotional activities addressed

to the Enogastronomic Tourism Industry.

These activities need to be supported by infrastructures and

economic resources provided by the regional administrations.

The product club will also provide initiatives and resources in the

field of promotion and marketing.

Objectives of the Product Club


Objectives of the Product Club

The Enogastronomic Culture Product Club aims also to:

To boost the distinctive features of the territory in order to attract tourists and

to increase the average overnight stays;

To incentivate the tourism in the low season through an offer not subject to

seasonality;

To create sinergies among the different stakeholders of the Tourism Industry;

To take specific and sinergic actions in collaboration with unions and tourism

organizations, particularly related to enogastronomic niche markets;

To extend the promotional campaign abroad with a specific action aimed to

reach foreign international market.


Advantages to be part of the

P.C.To be present in the map guides, the catalogues and the webiste that will

be created. These will be the main promotion tools used by the Product

Club;

The creation of a enogastronomic network that will allow to link more all

the production areas;

To get benefits from the market research and studies that will be held by

the Product Club;

The integration of the enogastronomic offer with other tourism products;

A core promotion of those rural areas that are not usually included in the

main tourism itineraries;

The opportunity to take part of events of a certain importance that will

have a great impact on tourism promotion;

To be assisted by tourism professionals in the development of tourism

packages and promotion;


The offering system for the members

FOR THE MEMBERS:

Periodic reports: related to the members trend, the evaluation of the satisfaction of each product club components.

General statistics: on a national and regional level.

Marketing&Promotion support Professional assistance (training

programmes & refresher courses)

The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and

to the tourists (the final clients):

FOR THE TOURISTS:

Enogastronomic Itineraries Culinary Workshops Single Attractions


Who is involved?

The Enogastronomic Culture Product Club will be composed by:

Local food and products producers

Wineries

Local adminstrations

Events and Festivals organizers

Biological Farmers'Associations

Traditional accomodations and restaurants

Service companies related to enogastronomic and cultural tourism

Travel Agencies and Tour Operators specialized in enogastronomic

tourism

Consortia of local products' producers (e.g. Grana Padano, Bagòss, etc.)


Possible partners

PUBLIC PARTNERS:

Lombardy Region

Lombardy provinces

Chambers of Commerce

Tourism Offices like APT, IAT, EPT

UNPLI Regional Committe for Lombardy


PRIVATE PARTNERS:

Events, Exhibitions and Local Festivals (i.e. Sagre) organizations

Tourism Consortia for Lombardy

Local and Traditional products and wine Producers Consortia

Territorial associations and others tourism promotion organization of

Lombardy

Wines and flavours’ roads Federations of Lombardy

Folk, cultural and traditional heritage associations of Lombardy

Possible partners


Compulsory Requirements

Compulsory requirements to become members of the P.C.:

GENERALTo be located in the Region Lombardy Territory;To be able to speak one or more foreign languages;To provide brochures, thematic maps and other communication facilities;To promote incoming flows of tourists;To organize or participate to exhibitions, festivals and events related to Regional Enogastronomic culture and traditions.

PRODUCERSTo produce one or more traditional products – see Annexes/Table 1;To respect the seasonality of the products;To respect the consistency and the traditional method of production processes.


HO.RE.CA.Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%;To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels;To be able to offer menus based on traditional recipes even if revised in a modern way; To change menus according to the seasonality of local products ; The 75% of the total wine offer must be covered by local wines;To offer alternative products, like vegetarian, biological and gluten-free food;For accomodation and lodging: to be able to provide also additional services as:

Reservation System, Telephone, Internet, Fax/email, TV, Air conditioning, Heating, Parking, Credit Card Payment, Facilities for disabled people, WC, Pet friendly policies.

Compulsory requirements for new members of the P.C.*:* to be achieved in the first two months of the membership

To give high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc);

To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.;To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.;To provide monthly report about their activities to the Analysis Department.

Compulsory Requirements


Organization of the Product Club

Entry mechanisms:

In order to become a member of the P.C., the applicants will have to fill up a written application form and fullfill all the compulsory requirements.

The founding members will analyze the application form and then evaluate the admission of the candidate.

In the future the founding members will merge with the associates of the P.C. and become part of an Assembly that will be the main decisional and executive organ.

The Assembly will also elect the President of the P.C. by majority.


Organization of the Product Club

Exit mechanisms:

Each member has the right to exit the P.C. It has to present the resignations to the Assembly that will evaluate the motivations.

Dissolution of the Assembly. In case of dissolution and liquidation of the organization, the Assembly will identify an association with similar objectives and will devolve the remaining net assets.

If the member does not fulfill anymore the initial requirements, it will be excluded from the P.C.

If the member does not pay anymore the membership fee, it will be excluded form the P.C.


Interorganizational structure

As a premise, we believe that the Product Club should be integrated in a more broaden tourism organization and

therefore Lombardy Region should think to build a DMO as a starting point for a successful tourism offer in the long term.

We think that the Product Club should have a democratic inter-

organizational model;

The decisions will be taken by majority during scheduled quarterly

meetings* (or during the extraordinary Assembly meetings);

All the members will have representatives during the club

meetings;

The club will have a general manager who will take care of the

coordination of the organization.*The period of meetings has been chosen according to the main statistics organizations.


Organization Organigram

General Manager

President

Assembly Members Operative Functions

Marketing & Communication

Analysis Dep.

Finance & Administration

Public Sector

HO.RE.CA.

Local Producers

Tour Operators &

Travel Agencies


Assembly Composition

Assembly Members

Public Sector: it represents the institutional stakeholders in the Assembly. It is composed by 4 members:

1 representative for Lombardy Region1 representative for the Provinces involved*1 representative for the Chambers of Commerce1 representative for Enti territoriali (Tourist Local Boards)

HO.RE.CA.: it represents the needs and proposals of the hospitality part of the Product Club. It is formed by 2 representatives:

1 representative for the Hotels and Restaurants1 representative for alternative accomodations (B&B, agriturism, albergo diffuso)

*based on annual rotation


Assembly Members

Local producers: it represents the needs and proposals of the local producers in the Assembly. It is composed by 4 members:

1 representative of wineries1 representative of cheese producers1 representative of salumi producers1 representative of fruit and vegatables producers

T.O.&T.A. and Event Organizers: it represents the needs and proposals of the retail and event sectors. It is composed by 1 members:

1 representative of T.O.&T.A. and Event Organizers

Assembly Composition


Roles and Functions

President:He is the representative figure of the Enogastronomic P.C. of Lombardy region;He represents the P.C. during public and official events;He chairs and moderates the Assembly meetings;He executes his tasks within the Assembly;He supervises all the activities of the P.C.;See also slide n°30.

General Manager:He plays the key role within the P.C.;Assistance and collaboration with the President during the Assembly’s meetings;Human resources functions;Coordination of the P.C. Operative team (he is the CEO of the team);He is the main responsible for all the activities and programmes of the P.C.;See also slide n°31.


Functions

Marketing & Communication:The department is composed by 1 employee;To develop, establish and maintain marketing and communication strategies in order to meet the organization’s objectives;Effetive management of the advertising campaigns, promotions;Public, press and B2B relations;To take care of the image of the P.C.

Analysis Department:The department is composed by 1 employees;Data collection from all the members of the P.C.;Analysis of the data and production of the annual report in order to provide valuable, analytical and decision making tools for the organizations and for all the members.

Operative Functions


Functions

Finance&Administration:The department is composed by 2 members;Collection of all the application forms and first evaluation of them;Accounting functions (financial reports, budgeting, etc.);Payrolls and administrative expenses;Administration of the financial resources;General administration (mail, transportation, logistics, etc.);They take care of the insurance coverages, the employees assistance programmes;Draft of the Assembly’s meeting reports.

Operative Functions


The Product Club is characterized by a hierarchy structure in which every single member plays a different role. The Product Club is so structured:

The Assembly

The President

The General Manager

The Members

Rules & Roles of the Assembly and its members


THE ASSEMBLY

1. Can be ordinary or extraordinary; it is composed by the members of the Product Club (publics and privates). In the assembly each part is represented by a delegate. The assembly shall meet when convened by its President.

2. The assembly is convened:• When the President considers it as necessary and • On reasoned request of, at least, one 10° of the members• To deliberate on the necessary modifications to bring to the statute• To deliberate on the dissolution of the Product Club and the

devolution of the assets (of the product club)



3. The ordinary assembly is held at least two times a year to deliberate on:• The appropriation account within five months the closing of the

financial year• The public budget and the Product Club’s annual programme for

marketing and the promotion.

4. While the extraordinary assembly is held to deliberate:• on the amendments’ proposal of the current Statute;• on the Product Clubs’ dissolution.

All the deliberations are adopted if approved by the majority of its members.



r

5. Assembly’s main tasks and activities:• To approve the final balance, the public budget and the Product Club’s annual

programme for marketing and promotion; • To take into account the exit requests;• To engage, replace and dismiss the President and the General Manager;• To approve the Product Club’s rules of procedure;• To establish the associates annual fee and the tarif that every associate has to pay in

order to achieve the Product Club’s annual programme for marketing and promotion. This has a different weight for each member;

• To deliberate for the admission or exclusion of the members;• To deliberate on general issues which are not competence of the extraordinary

assembly.



The President

(within the Assembly)

• He is elected by all the members’representatives;• He is in office for three years; • He convenes the Assembly as well as being at the head of it;• He gives advice concerning the execution of the decisions adopted by the members;• He makes sure that the main operations are in compliance with the interests of the

organizations;• He accomplishes the task assigned by the assembly;• He supervises and shows the final balance and the public budget to the Assembly; • He approves the inquiries regarding the admissions and the recessions of the members;• He supervises the rules of procedure to be submitted to the Assembly;• He proposes the possible changes for the Statute to be submitted to the extraordinary

Assembly’s approval.



The General Manager

(within the Assembly)

• He is hired by the Assembly according to his experience in the Tourism Industry;• He coordinates the relations among the members of the organizations. He is the bridge

between the the internal structure of the P.C. and all the members;• He assists the President in all the association’s activities; • Together with the President, he supervises the annual marketing & promotion

programme of the P.C.

Votes• A representative expresses as many votes as the number of members he represents;• In the Assembly all members have the right to express a single different weighted vote;

This is structured by show of hands and the decisons are made by majority of total members (51%);

• The President and the General Manager have no right to vote in the Assembly.



22%

22%

19%

37%

Membership Composition*Public Sector

Producers & Consortia

Tour Operator/Travel Agencies/Event Organizers

HO.RE.CA. / Agritourism / Other Lodging Fac.

* This is a membership composed by 63 members considering an average of 1-2 participants per province

MEMBERSHIP COMPOSITIONPublic Sector 14Producers & Consortia 14Tour Operator/Travel Agencies/Event Organizers 12HO.RE.CA. / Agritourism / Other Lodging Fac. 23


Annual Fees(in K of €)

%

1. Public members 12,5k 175k 24%

2. Private members (avg fee)* 0,6k 30k 3%

3. Marketing activities contributions**200k 26%

4. Region funds for annual programmes350k 47%

Total 755K 100%

* Private members’fee is calculated on their volumes (# of rooms, # of seats, # of bottles, etc)** From public/private co-participants not involved in the PC membership

Financial Structure

- Expected Revenues -


Financial Structure

- Prospected Cost -

Annual Costs(in K of €)

%

1. Investment for the annual programme- Enogastronomic&Culture: website,

300k 40%

2. General costs for programme management 50k 7%

3. Marketing&Promotion- brochures, campains, exhibitions, fairs etc

200k 26%

4. Employees payroll (with VAT and taxes)- President- General Manager- 3 Operative Team- 1 Administrative Responsible

205k25k50k

100k30k

27%

Total 755K 100%

* The idea of this structure of the Revenues and Costs has been inspired by the one of UdP Appennino.


PERFORMANCE EVALUATION

FOR PRODUCT CLUB

SEMESTRAL ANALYSIS OF

STATISTICS: related to number of visitors

of the Product Club website (e.g. Google

Analytics);

SATISFACTION QUESTIONNAIRE: to

evaluate members’ satisfaction about the

performance of product club (annual based).

INCREASE OF THE NUMBER OF

MEMBERS who want to join the P.C.

MEDIA COVERAGE of the Product Club.

FOR MEMBERS

SURVEY FOR TOURISTS’

SATISFACTION: on our members

performance, by the means of distributing

questionnaires in our different locations and

offices or online.

BLIND AND OFFICIAL INSPECTIONS:

checking the quality of product: referring to

food certifications, facilities provided, good

environmental quality.

40


The offering system

FOR THE MEMBERS:

Periodic reports: related to the members trend, the evaluation of the satisfaction of each product club components.

General statistics: on a national and regional level.

Marketing&Promotion support Professional assistance

FOR THE TOURISTS:

Enogastronomic Itineraries Culinary Workshops Single Attractions

The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and

to the tourists (the final clients):


5 SENSES EXPERIENCE

YOUNG

SILVER MARKET

ARTISTIC ESPRIT

FAMILYGREEN

TRAVELER

IN A HURRY

LUXURY LOVERS

LEARN THE ITALIAN

LIFE STYLE

ROMANTIC ESCAPE

EXPERIENCE THE P.C. WITH

THE 5 SENSES

TO SMELL

TO TASTE

TO LISTEN

TO SEE

TO TOUCH

“For an overhall

experience”


GREEN

TRAVELLER

SILVER MARKE

T

LEARN ITALIAN LIFESTYL

E

SEGMENTATION PROCESS

IN A HURRY


SEGMENTATION PROCESS

FAMILY

YOUNGLUXURY LOVERS

ARTISTIC ESPRIT

ROMANTIC ESCAPE


SEGMENTATIONS CHARACTERISTICS• Nature ,

Sports lovers

• ECO travelling supporters

Green Traveler

• Italian lifestyle, language, history & culture

• Student summer course

Learn Italian

• Business people, transistors

• Short trip for a few hours

• Price inelasticIn-A-Hurry

• Aged from 60 or above

• Retired people

• Prefer to join guided tours

Silver Market

• Prefer to shorter haul trip

• family oriented activities

Family

• Explore new, exciting things

• High energy approach to travel

Young

• Relatively affluent, exploratory activities

• View vacation as opportunities of relaxation

Luxury Lovers

• Young Couple

• Honey moon purpose

Romantic Escape

• Art Lovers

• Interested in the Art & Design of Food

Artistic Esprit


The Discovery of Cheese and Wine in Valtellina through a natural trek ( 1/2 days

trip).

• Starting point: in the Stelvio National Park at 2160 m.a.s.l. at Forni refuge, close to S. Caterina Valfurva.

• Trek: it’s a 7 hours trek in the Stelvio National Park going through Cedec valley till Zebrù valley. The highest pick is located at Zebrù pass (3010m).

• Why to choose this excursion: is a long way trip in a great natural environment, where the enogastronomic culture is deep and well widespread. Several are the cheese and wine label products of this territory that are possible to taste and experience directly in the alpine pastures and refuges along the way (Forni hotel- Pizzini refuge- Pastori hut). Here it’s also easy to find an accomodation for the night.

• (see www.valtellinavini.com) + local products like CASERA & BITTO CHEESE 46

ITINERARY FOR GREEN TRAVELLERS

SONDRIO


ITINERARY FOR LUXURY TRAVELLERS

Brescia & Milan (1 or 2 days Trip)• Spumante tasting tour: Head to Brescia with a

luxury private car and driver for the zone Franciacorta, Italy's most distinguished sparkling wine made by the traditional method of second fermentation in bottle. D.O.C.G. since 1995, is a Franciacorta's guidelines, which are the strictest guidelines in the world for sparkling wine production.

• Lunch in Milano, luxury gourmet restaurant with elegant courtyard, il Salumaio, opened in 1957, located in the polished zone Montenapoleone, where they can try the local food. Milanese, and good variety of classical regional and Italian wines.

• Shopping at the Wine Celluar, Enoteca Ronchi, where provided different kinds of red wines from all Italian regions, apart from the great historical names such as Barolo, Barbaresco, Brunell and Amarone and the prestigious Supertuscans.

• Relaxing Spa at “L’E’ Spa at Gianfranco Ferré ” located in the fashion district, founded from the famous Italian designer Susan Harmsworth.

• Dinner at Boccondivino, which is famous of meats & cheese, with the professional wine advice from expert expert sommelier.

• Ending the day trip at the world class opera house La Scala to be inspired by the talent of musicians from the local philarmonica.

47

MILANO

Il Salumaio

Spa at Gianfranco

Ferré

Wine cellar


CULINARY WORKSHOP -LEARN ITALIAN LIFESTYLE-

CULINARY WORKSHOP IN FRANCIACORTA AGRITOURISM

The workshop takes place in an agritourism in Franciacorta where is possible to arrange several cooking lessons lerning how to prepare a typical meal (starting from appetizers, to the desserts) and discovering the history, culture and traditions that link typical products with its territory.

The course address everyone that would like learn the italian lifestyle and discover lombardy culinary culture though theoretical and practical experiences.

Duration: half a day.Max. participants number for course: 10/12.In the end of the course will be possible to taste the dishes prepared during the lessons.


ATTRACTION FOR “In-A- Hurry” TRAVELLERS

Castle Winery Visit• Bergamo is the perfect option for the business

people to visit since there is an airport nearby, it is definitely a convenient wine tasting destination while they have a few hours gap during their business trip.

• A beautiful castle which is also a winery, The Tenuta Castello di Grumello is located in the Valcalepio hills between medieval Bergamo and the pretty Lake Iseo.

• The winery produces about 100,000 bottles of wines a year. All made with grapes from their own vineyards.

• Red Wine: Colle Calvario Moscato Passito, Valcelepio Rosso

• White Wine: Aurito• A Wine tasting course is provided at Knights’

Hall, explaining how the wine is made, and tasting of the various wines

• Private lunch / dinner in the castle / garden, typical Bergamo food are provided:

– Casoncelli: It looks like ravioli, pasta filled with ground meats, and usually served in a butter sauce

– Polenta alla Taragna: steaming, golden polenta with taleggio cheese inside

– Polenta e Ösei: Bergamo’s signature dessert. Cakes with hazelnut cream filling & covered with a polenta-looking layer

Bergamo


TABLES


– TABLE 1 –

TRADITIONAL PRODUCTSMEATS AND COLD CUTS

agnello di razza brianzolabastardeiborzatbresaola affumicatabresaola di cavallocacciatori d'ocacapretto da latte pesantecarne seccaciccioli ciccioli d'ocaciccioli mantovanicotechino (bianco, cremonese vaniglia, della bergamasca, mantovano alla vaniglia, pavese)cuzdurelli d'ocafegato d'oca grassograsso d'ocagreppoleluganega luganega di cavallolughenia di passolamortadella di fegatomortadella di fegato al vin brulèpancetta (con filetto,con pisteum, della bergamasca, pavese)patè di fegato d'ocapetto d'oca stagionatopistoprosciuttini (della valtellina, della valtellina al pepe)prosciuttino d'oca stagionatoprosciutto cottoprosciutto crudo marco d'oggiono

prosciutto mantovanoquartini d'oca sotto grassosalam casalin (salam casalin dei contadini mantovani)salame (cremonese, della bergamasca, di filzetta, di montisola, mantovano, milano) salame con linguasalame da cuoceresalame di testasalame pancettatosalame sotto grassosalamelle di mantovasalamina mistasalamini di caprasalamini di cavallosalamini di cervosalamini magri o maritatisalsiccia di castrato ovino sanguinaccio o marzapaneslinzega di bovinoslinzega di cavallosoppressata brescianaverziniviolinoviolino di capra

CHEESESagrì di valtortabagossbernardobranzicadolet di capracaprino a coagulazione latticacaprino a coagulazione presamica

caprino vaccinocasatta di corteno golgicasolet casorettacrescenzafatuli'fiorone della valsassinafiurì o fiuritfontalformaggella (della val brembana, della val di scalve, della val sabbia, della val seriana, della val trompia, della val camonica, di menconico, tremosine)formaggella del luineseformaggio d'alpe mistoformaggio d'alpe grassoformaggio d'alpe semigrassoformaggio val serianaformai de livigngarda tremosinegranone lodigianoItalicolatteriamagnocamagromagro di latteriamagro di piattamatuscmotelìnissonostrano grassonostrano semigrassopannerone

Source: Ministero delle Politiche Agricole, Alimentari e Forestali


– TABLE 1 –

TRADITIONAL PRODUCTSrobiola brescianarobiola della valsassinasalvascimudinsemudasiltersta'elstracchino (bronzone, della valsassina, orobico, tipico)strachetstrachitundtombeatorta orobicazincarlin

FATS(Butter, Oils, Margarine)

burroburro di montagna

BAKERY PRODUCTS(Pasta, bread, pastries, cakes, etc)

agnello del monacoamaretti di gallaratebaci del signorebaci di cremonabisciolabiscotin de prostbrasadella (dolce)braschinbrutti e buonibunbunennbuscel di fichbussolano (di soresina)capunsei (capunsel)

carcentcasoncelli della bergamasca

castagnaccio, patunacaviadinicroccantecupetafocaccia di gordona, fugaschia di gordonafrittellagnocchi di zuccagraffionigrissini dolcimarubinimasigottmeascia dolce o salatamicconenocciolinipan da coolpan di segalepan méinopane comunepane di pasta durapane di risopane di san siropane giallopane misturapanettone di milanopanunpazientinipesce d'aprilepizzoccheri della valtellinapolenta e uccelli dolceresta

ricciolinosbrisolonascarpinoccschiacciatinaspongarda di crematirottorrone di cremonatorta bertolinatorta del donizettitorta del paradisotorta di fiorettotorta di grano saracenotorta di lattetorta di mandorletorta di s. biagio torta di tagliatelletorta mantovanatortelli cremaschitortelli di zuccatortello amaro di castel goffredotortionata treccia d'oro “crema”ufela

FISHES & SEAFOODSalborelle essiccate in salamoiacoregonemissoltinipigo

HONEY, MILK & CO.

mascarpin de la calzamascarpone artigianalemiele

ricotta artigianale

VEGETABLES

amarene d'uschione

asparago (di cilavegna, di mezzago)

castagne secche

cipolla (di sermide, rossa)

conserva senapata

cotognata

fagiolo borlotto di gambolò (faso)

farina di grano saraceno

farina per polenta della bergamasca

marroni di santa croce

mele di valtellina

melone (di casteldidone, di viadana)

mostarda di cremona

mostarda di mantova

patata di campodolcino

pesche allo sciroppo del lago di monate, i perzic de munàradici di soncino

riso

sugolo

tartufo (nero)

zucca

Source: Ministero delle Politiche Agricole, Alimentari e Forestali


– TABLE 1 –

DOP-DOC-DOCG-IGP-IGT

LABELLED PRODUCTS

Source: Ministero delle Politiche Agricole, Alimentari e Forestali http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom

CHEESES

Bitto (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96); Reg. CE n. 1138 del 25.11.09 (GUCE L. 311 del 26.11.09)

Formai de Mut dell' Alta Valle Brembana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Gorgonzola (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) e REG. CE n 104 del 3/2/2009 (GUCE L 34 del 4/2/2009

Grana Padano (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Provolone Valpadana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Quartirolo Lombardo (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Taleggio (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Valtellina Casera (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96)

OLIVE OILS

Garda (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97)

Laghi Lombardi (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97)

FRUITS, VEGETABLES & CEREALS

Pera Mantovana (IGP) Reg. CE n. 134 del 20.01.98 (GUCE L. 15 del 21.01.98)

Mela di Valtellina (IGP) Reg. UE n. 171 del 01.03.10 (GUUE L. 51 del 02.03.10)

MEATS

Bresaola della Valtellina (IGP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96)

Salame Brianza (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Salame di Varzi (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)

Salamini italiani alla cacciatora (DOP) Reg. CE n. 1778 del 07.09.01 (GUCE L. 240 del 08.09.01)

Salame d'oca di Mortara (IGP) Reg. CE n. 1165 del 24.06.04 (GUCE L. 224 del 25.06.04)

Salame Cremona (IGP) Reg. CE n. 1362 del 23.11.07 (GUCE L. 305 del 23.11.07)

WINESD.O.C.G. D.O.C. I.G.T.

FranciacortaOltrepò Pavese ScanzoSforzato di ValtellinaValtellina Superiore

Bonarda dell'O.P.BotticinoButtafuoco dell‘O.P.Capriano del ColleCasteggioCellaticaCurtefrancaGardaGarda Colli MantovaniLambrusco MantovanoLuganaOltrepò PavesePinot grigio dell’O.P.Pinot nero dell‘O.P.Riviera del Garda BrescianoSan Colombano al LambroSan Martino della BattagliaSangue di Giuda dell'O.P.Terre del ColleoniValcalepioValtellina rosso

Alto MincioBenaco BrescianoBergamascaCollina del MilaneseMontenetto di BresciaProvincia di MantovaProvincia di PaviaQuistelloRonchi di BresciaRonchi VaresiniSabbionetaSebinoTerrazze Retiche di SondrioTerre LarianeValcamonica


Consorzi Tutela ViniAssociazione Italiana di Zootecnia Biologica e Biodinamica (ZOOBIODI)

Sito del MIPAF sulle produzioni agroalim di qualità

Cons. per la tutela del Franciacorta Assocciazione Lombarda degli Agricoltori Biologici (ALABIO) "La Buona Terra"

Consorzio per la tutela e la promozione dei prodotti agroalimentari mantovani

Consorzio Tutela Lugana Consortium Prodotti di agricoltura storica della Lomellina (PV) Consorzio Tutela Vini Valtell ina Strade dei vini e dei sapori Associazione Italiana Agricoltura BiologicaConsorzio Volontario Vino DOC San Colombano Strada del Vino e dei Sapori della Valtell ina Associazioni Produttori Biologici

Consorzio Tutela Vini Oltrepò Pavese Strada del Vino e dei Sapori della Valcalepio Associazione Lombarda della Zootecnia Biologica (A.L.Zoo.Bio.)

Consorzio Tutela Valcalepio Strada del Vino Franciacorta Associazione per l 'Agricoltura Biodinamica

Consorzio Tutela Moscato di Scanzo Strada del Vino Colli dei Longobardi Associazione Italiana Agricoltura Biologica Lombardia (A.I.A.B.)

Ente Vini Bresciani Strada dei Vini e dei Sapori del Garda Events & Exhibitions organizersConsorzi Tutela Formaggi Strada Vini e Sapori Mantovani Ente Fiera Promoberg (BG)Consorzio per la tutela dei Formaggi Valtell ina Casera e Bitto

Strada del Vino San Colombano e dei Sapori Lodigiani

Brixia Expo (BS)

"Consorzio dei produttori per la tutela e la Valorizzazione

Strada del Vino e dei Sapori dell'Oltrepò Pavese Lariofiere (CO)

del Formai de Mut dell 'Alta Valle Brembana" Strada del Gusto Cremonese nella terra di Stradivari

Spazio Vil la Erba (CO)

Consorzio per la Tutela del Formaggio Grana Padano

Siti di promozione dei prodotti Agroalimentari Cremonafiere (CR)

Consorzio Formaggio Parmigiano Reggiano Movimento Turismo del Vino Lombardo Fiera Milano (MI)Consorzio per la Tutela del Formaggio Gorgonzola

Organizzazione Nazionale Assaggiatori Vino Fiera Millenaria (MN)

Consorzio Tutela Provolone Valpadana Organizzazione Nazionale Assaggiatori Formaggi

Mantova Expo (MN)

Consorzio per la Tutela del Quartirolo Lombardo Organizzazione Nazionale Assaggiatori Salumi Paviamostre (PV)

Consorzio per la Tutela del Formaggio Taleggio Associazione Italiana Sommeliers Eventi Valtell inesi (SO)

Consorzi Tutela SalumiAssociazione Italiana Sommeliers della Lombardia

Malpensafiere (VA)

Consorzio per la Tutela del nome Bresaola della Valtell ina

Agrofood (sito promozione aziende agroalimentari)

Ente mostre di Monza e Brianza (MI)

Consorzio Tutela Salame Cremona Istituo servizi per agroalimentari Castello di Belgioioso (PV)Consorzi Tutela Frutta, Oli e Ortaggi Travagliatocavall i (BS) Ente Fiera del Barco (MI) Consorzio Pera Tipica Mantovana Museo Agricolo del vino (BS) Centro fiera del Garda Montichiari (BS)

Polo Fieristico Sud Malpensa (MI)Comunità Montane della Lombardia Osteria Girodivite (VA) CORTE VIRGILIANA (MN)

- TABLE 2 -- Potential Members’

list*-*according with the main enogastronomic websites



list-Comunità Montana Oltrepò Pavese Hotel Ristorante Impero (VA) CORTE SAN GIROLAMO (MN)Comunità Montana Parco Alto Garda Bresciano Hotel Ristorante Hel Sit (VA) LA ROVERE (MN)Valle Sabbia Il Porticciolo (VA) AL FUGULER (MN)Valle Trompia Ristorante del Ponte (VA) BEATILLA (MN)Valle Camonica Lo Zenzero Ristorante-Pizzeria (VA) VOLIVIA RELAIS (MN)Sebino Bresciano Trattoria Cibo Sano (CO) CORTE SCHIARINO LENA (MN)Monte Bronzone e Basso Sebino Ristorante Croce di Malta (CO) FENILNOVO (MN)Alto Sebino Ristorante Collina (BG) OLYMPUSAQUAE (MN)Valle Cavallina Ritorante ol Giopi e la Margi (BG) CASCINA MEZZULLO (CR)Alta val Seriana Ristorante Bonanza (BG) CASCINA CANTONE (CR)Di Scalve Antica Trattoria Sant'Anna (BG) SANTA MARIA BRESSANORO (CR)Valle Seriana Trattoria Antichi Sapori (BG) BREDA DEI BUGNI (CR)Valle Brembana Acqua e Farina (MO) COLOMBAROTTO (CR)Valle Imagna La Dama di Bacco (MO) CASCINA LOGHETTO (CR)Valle San Martino Ristorante Romagnolo da Otello (MO) L'AIRONE (CR)Lario Orientale Matinée Restaurant & Cocktails (MI) CASCINA VALENTINO (CR)Valsassina Valvarrone Val D’Esino e Riviera istorante Cocinarium (MI) LA CAPANNINA (CR)Triangolo lariano Ristorante da Giulia (MI) LO STAGNO (CR)Lario Intelvese Ristorante Re Salomone (MI) CASCINA SANTA MARIA (CR)Alto Lario Occidentale Ristorante al Crivell i (MI) CANTONAZZO (CR)Alta Valtell ina Ristorante l 'Angolo (MI) LA STALLA DEL CORIGGIO (PV)Valtell ina di Tirano La Stella del Fiume (MI) PICCOLO BACCO DEI QUARONI (PV)Valtell ina di Sondrio Osteria Perbacco (LO) CASTELLO DI LUZZANO (PV)Valtell ina di Morbegno Isola Caprera (LO) TENUTA DEL BOSCONE (LO)Valchiavenna Ristorante Delizia d'Oltrepo (PV) BOSCHI (BS)Valceresio Trattoria al Santuario di Sant'Anna (PV) LA TESA (BS)Valcuvia Ostaja (PV) ARRIGA ALTA (BS)Valganna e Valmarchirolo Breda de' Bugni (CR) VILLA GRADONI (BS)Valli del Luinese Ristorante La Locanda degli Elfi (CR) IL BROLO (BS)Rete degli Orti Botanici della Lombardia Ristorante l 'Antico Sapore (CR) IL GRANO (BS)HO.RE.CA. Ristorante Bosco Laghetto (CR) AL ROCOL (BS)La Lepre (BS) Ristorante Pancapanna (CR) QUELLI CHE IL VINO (BS)Ristorante Sostaga (BS) Ristorante Al Pesce d'Oro (MN) CASCINA LE CASELLE (BS)Ristorante da Genny (BS) Corte Sgarzari (MN) CA'NOVA (BS)Sfizi da Gourmet (BS) Agritourisms CONTI TERZI (BS)Borgo Scacciaventi (LC) CA' DEL VENTO (MN) CA'LOJERA (BS)Ristorante Tetto Brianzolo (LC) FAMIGLIA CASARI (MN) IL GHETTO (BS)Al Terrazzo Villa Giulia Hotel (LC) CORTE BASAGLIE (MN) SCUDERIA CASTELLO (BS)



list-LE FRISE (BS) cta - creative travel & more mappezmondoANTICA CORTE AI RONCHI (BS) dieffe s.r.l . mbrosMACESINA (BS) dream&charme - consulnet travel srl meridiana srlRICCI CURBASTRO (BS) dreamcatcher travel mete sul pianeta sncCASCINA SANTA BRERA (MI) elleworld-piazza san marco michelini s.r.l .LA CAMILLA (MB) eridio holiday my special guestCASCINA BUONA SPERANZA (BG) flight over travel shop naide tourIL FAGGIO (BG) fourthtour italia ocean system s.r.l .MONTE CURA (BG) francoviaggi srl ocean viaggiAL MASO (BG) frigero viaggi s.r.l . okeg viaggi - cremenoBRUDER (BG) g.t.s. Viaggi s.r.l . oltre i miraggiSAN ROCCO (BG) giorni tour di rossi andrea opportunity viaggi sasCIROCCHI (BG) girobus viaggi srl paema viaggi sncCA'DI RACC (BG) gmt viaggi srl progetur srl

I MARRONI (VA)gocce di rugiada viaggi e turismo di colmegna nadia

pv agency - italy dmc

LA CONCA D'ORO (CO) guindani viaggi rampinini viaggiBORGO FRANCONE (CO) i viaggi della torre antica red sun tourVALCURONE (LC) i viaggi di tels saltours sea air land toursCASTELLO DI VEZIO (LC) il museo dei viaggi di federico prandelli & co. sandy bay srlTour Operators & Travel Agencies (Incoming) i l sipario musicale sherpa viaggi di a tutto tondo srlAgenzia viaggi "primo miglio" in & out tour operator srl so long travel sasagenzia viaggi l imontours di l imtours snc incentive power & events srl t.c.j. S.r.l . agenzia viaggi molinari srl incoming partners srl terramica srlagenzia viaggi nobile di nobile g.&c. Snc jastour viaggi d'autore thi srlalbatravel group lambertravel & c. Sas tonidiblu s.r.l .alpitour world welcome travel - filiale di iseo lardi grandi viaggi travel sia srlamico tour legnone tours usanza viaggi

andes navi s.r.l .l iberatore viaggi "mondi nuovi per un turismo sostenibile"

ventiatravel - el le & elle srl

ara tours incoming sas limetour srl verso srl - tour operator e business eventsatlapa travel offi ce snc loft studio viaggi snc wellness international networkattimi di viaggio - www.lagocomo.com lord bry viaggi youth point - i viaggi dei giovaniazalea viaggi srlbuonarroti viaggiclio viaggi Public Sector 14cobianchi viaggi Producers & Consortia 56comoincoming.com Tour Op./Travel Ag./Event Organizers 81

HORECA/Agritourism 93

IDEAL MEMBERSHIP COMPOSITION


Best practicesSince the survey shows a low number of websites focused on the enogastronomic segment, it is not possible and even

not useful calculate a percentage of the websites committed in building this segment. It seems to be worthwhile, though, highlighting some estimable websites which provide detailed information about

gastronomy, wine-based itinerary and wine shopping tours. Gastronomy: Regiòn de Bruxelles-Bruxelles Capital (BE10) www.visitbrussels.be The gastronomy has been sub-segmented in: Trendy and History & gastronomy. Trendy: The contemporary and minimalist setting of L’Annexe offers to the visitors an opportunity to discover trendy and

innovative gastronomic cooking via one of its themed cookery classes, accompanied by a tasting of wines carefully-selected to complement the food. It is also provided the work-top and the recipe book.

Walking and wine: Prov. Vlaams Brabant (BE24) www.toerismevlaamsbrabant.be Within the more general framework designed for Netherlands as a wine country, this regional website proposes walks

across the Vineyard Hill Walk. The tours let the visitor discover the countryside, the ancient artistic buildings and end in the Hageland Wine Regional Visitors’ Centre, which is located in a neo-gothic building. Here the guests can taste the local wine and watch multimedia presentations about the local wine making tradition.

- TABLE 3 - Phase 1

http://www.visitbrussels.be/

http://www.toerismevlaamsbrabant.be/


Wine shopping: Hannover (DE92) www.hannover.de/de/tourismus.index Wine tours: La Rioja (ES23) www.lariojaturismo.com The region is one of the major wine producers in Europe and there are many activities linked to it. The homepage

provides a huge section totally dedicated to the wine tourism with 14 sub-sections.Apart from the typical wine-tours, it is possible join some local Wine festivals Battle of Clarete in San Asensio on the 25th

July and Wine battle in Haro on the 29th June. It is also possible get on the Winebus to visit the local bodegas and cultural sites with spectacular landscapes.

It is even possible to sleep in a real winery, among barrels and bottles.

- TABLE 3 - Phase 1

http://www.hannover.de/de/tourismus.index

http://www.lariojaturismo.com/


• F.J.Del Campo, Wine tourism product clubs as a way to increase wine added value: the case of Spain, International Journal of Wine Research, Department of Agri-environmental Economics, Universidad Miguel Hernández, Orihuela (Alicante), Spain.

• Emilia Romagna Tourism. (n.d.). Retrieved from www.emiliaromagnaturismo.it.

Ministero delle Politiche Agricole, Alimentari e Forestali . (n.d.). Retrieved from www.spaghettitaliani.com/ViniRegione.php?Reg=Lom: http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom

• Agriturist. (n.d.). Retrieved from www.agriturist.it: http://www.agriturist.it• Spaghettitaliani. (n.d.). Retrieved from www.spaghettitaliani.it: http://www.spaghettitaliani.it• Buonalombardia. (n.d.). Retrieved from www.buonalombardia.it: http://www.buonalombardia.it• Expo2015. (n.d.). Retrieved from www.expo2015.org: http://www.expo2015.org• Apt Basilicata. (n.d.). Retrieved from www.aptbasilicata.it: http://www.aptbasilicata.it• LombardyIncomingPool. (n.d.). Tratto da www.lomardyincomingpool.com:

http://www.lomardyincomingpool.com

References

relaunching tourism in lombardy: a proposal for an enogastronomic product club

Documents

tourism product club

tourism management

product development

product club2

product clubwhat

product clubs

tourism alsoin

type of tourism organization