Links between hospitality and tourism Hospitality implies welcoming and looking after guests, assuring their comfort,

satisfying their needs in accommodation and in food and drink. This is the customary understanding of hospitality, defined as consisting of offering food, beverage and lodging, or, in other words, of offering the basic needs for the person away from home (Brotherton and Wood, 2000, p. 137). An alternative interpretation of hospitability has been proposed by Brotherton (1999): A contemporaneous human exchange, which is voluntarily entered into, and designed to enhance the mutual well-being of the parties concerned through the provision of accommodation, and/or food, and/or drink (Brotherton, 1999, p. 168). Brothertons definition emphasises the exchange relationship, his concept of hospitality involving both the demonstration of appropriate, hospitable behaviour and the reciprocation of that behaviour. Extrapolating from this definition, he describes the hospitality industry as: commercial organizations that specialise in providing accommodation and/or, food, and/or drink, through a voluntary human exchange, which is contemporaneous in nature, and undertaken to enhance the mutual well-being of the parties concerned (Brotherton and Wood, 2000, p. 143). The emphasis on human exchange (rather than the physical artefacts of accommodation, food and drink) is significant because the recipient of hospitality is always, in some degree, a strangersomeone who is not at home in that particular environment, whether in a different country or a different city or even within different walls. Indeed, the origins of hospitality lie in a hosts offeringand the obligation to offerthe basic human requirements of food, drink and shelter to

unknown travellers in the days before specialised establishments supplied such services. The duty of a host is to help make the stranger or visitor comfortable within that different environment, and this idea of comfort is reflected in the term wellbeing of the above definition. In the words of Brillat-Savarin, To entertain a guest is to make yourself responsible for his happiness so long as he is beneath your roof (Brillat-Savarin, 1994, p. 14).

6. New directions in tourism and hospitality In recent years food and wine have played an increasingly more important role in tourism. Not only are they featured in tourism promotions, but food and wine tourism (also referred to as gastronomic tourism, culinary tourism and cuisine tourism) has become a significant part of tourism in general in the past few decades. In South Australia in 1999, for example, over 15% of visitors (national and international) to South Australia visited a winery to taste and/or buy its wines (South Australian Tourism Commission, 2001). Experiencing Australian food and visiting wine regions were cited as two of the five most important factors influencing international visitors to choose Australia as their destination (Wolf, 2002, p. 14). Gastronomic tourism, or food and wine tourism, refers to tourism or travel motivated, at least in part, by an interest in food and drink, eating and drinking. It can be defined as travel in order to search for, and enjoy, prepared food and drink and includes all unique and memorable gastronomic experiences (Wolf, 2002, p. 5). Up to the 1970s1980s, gastronomic tourism was likely to mean dining at all the three-star restaurants of France, but today it is more properly considered a sub-set of cultural tourism, the experience of participating in another culture and

relating to people and places with a strong sense of their own identity. According to the strategy document issued by the Canadian Tourism Commission, Cuisine and gastronomy are elements that add to the cultural tourism experience (Canadian Tourism Commission, 2002, p. 1). Within cultural tourism, with its emphasis on participating in and relating to a culture and environment that is different to the home culture and environment, gastronomic tourism can take the form of a live-in cooking school, experiencing traditional gastronomic feasts and celebrations, helping with a grape harvest, visiting regional wineries and food producers along a Wine and Food Trail. As the Canadian document explains, culinary tourism goes well beyond the dining experience (and) includes a variety of cuisine and/or agri-tourism activities developed for visitors involving food and beverages. These can range from food festivals to farm visits and factory tours, and often involve the cultural discovery of a regions unique dishes (Canadian Tourism Commission, 2002, p. 2). Similarly, Richards points out that Gastronomic holidays are therefore an important aspect of the emerging creative tourism sector, as tourists can learn to cook, can learn about the ingredients used, the way in which they are grown and appreciate how culinary traditions have come into existence (Richards, 2002, pp. 1617). Examples of gastronomic tourism in France include short tours in the Vaucluse region which might feature visits to a Proven@al market and a beekeeper or vigneron; a visit to an olive grove and olive oil mill at the time of the olive harvest; or a guided ARTICLE IN PRESS 20 B. Santich / Hospitality Management 23 (2004) 1524 tour through the ruins of ancient Roman dwellings followed by a Roman meal (Vaucluse Tourism Board, 1996). In Canada culinary tourism activities

currently available range from Aboriginal feasts to lobster hauling and visiting a smokehouse (Canadian Tourism Commission, 2002, p. 3). Such activities are increasingly popular; in a 1998 Australian survey, over half the respondents identified wine and food including cooking and tasting as an activity they would like to do on holiday, while 19% of those surveyed indicated they would like to make food and wine the focus of a holiday (South Australian Tourism Commission (SATC) Research, Policy & Planning, 1998). A recent study by the Canadian Tourism Commission identified local cuisine as the top motivating factor among US travellers (Canadian Tourism Commission, 2002, p. 6). Increasingly, gastronomic tourism emphasises production rather than focusing on consumption. Farm visits and farm stays allow tourists to experience the realities of farming and livestock production. In rural Italy, for example, approved Agriturismo establishments offer farmhouse meals prepared with the resources of the establishment and the region. The concept is more fully developed in France, where the Bienvenue "a la Ferme network includes fermes-auberges (Farm Inns) which also offer meals based on the farms own production, as well as farms offering Go# uter " a la Ferme, a sampling of the farms products as afternoon refreshments, often following a tour of the establishment. In addition there are Discovery Farms and Learning Farms which fulfil a pedagogic role, welcoming groups of visitors or schoolchildren who want to see live animals or learn how olive oil is made, and the Produits de la Ferme program which encourages visitors to meet the producers and buy their produceolive oil, goats cheese, honey, wine, poultry, fruits and vegetablesdirect from the farm. The emphasis on production processes extends to museums and

historical displays. Many wine-producing regions sponsor special exhibits where visitors can trace the progress of a wine from vineyard to bottle, and learn something of the history and culture of the vine in that region through images and historical artefacts. In Tasmania the Huon Valley Apple and Heritage Museum introduces visitors to the fascinating story of the Tasmanian apple industry. At Charolles, in the heart of the Charolais region of France, the Institut Charolais guides visitors through displays explaining the soils, climate and pastures of the region, the development of the Charolais breed, paddock-to-plate management practices and finally offers them a taste of grilled Charolais beef.