Millaisia digitaalisia hakuja Suomesta tehdään, kun tänne suunnitellaan matkaa? Mitä suomalaisesta ruoasta tiedetään maailmalla? Millaisia mielikuvia se herättää? Kaksi tutkimusta kertoo.
7. Ruokamatkailun suomalainen määritelmä
(Suomen ensimmäinen ruokamatkailustrategia 2015)
Ruokamatkailutarjonta on matkailijoiden kohtaama paikallisuuteen
ja tarinoihin perustuva maukas ravintolaruokailu, kotiruokailu,
katuruoka, suomalaisen ruoan tekeminen ohjatusti, luonnonantimiin
ja keräilyyn liittyvät ruokamatkailutuotteet, luonnossa ja
kulttuuriympäristössä tapahtuva ruokailu, erilaiset ruokamatkailuun
liittyvät reitit ja tapahtumat, torit, kauppahallit, erikoismyymälät
kuten juustolat, viinitilat sekä pienpanimot ja niiden ympärille
rakennettu ohjelma. Ruokamatkailuun liittyvät tarinat, paikallisuus ja
puhtaus. Parhaimmillaan ruokamatkailutuote on osallistamista ja
tekemistä, josta matkailija oppii jotain uutta ja tekee
matkailutuotteen elämykselliseksi.
8. Lähde: Terhi Hook, Visit
Finland: UNWTO, Global
Report in Food tourism
2012
”Increasingly Food &
Beverage can brand
the destination,
before during and
after trip.”
Eric Wolf, London WTM
2016
9. Foodie
• paljon tietoa ruoasta, ruoanlaitosta, raaka-
aineista,
• intohimoisia ruoan suhteen
• halukkaita löytämään ja kokeilemaan
• arvostelukykyisiä kuluttajia
• usein viljelevät, keräävät tai tuottavat
ruokaa myös itse
• arvostavat autenttisuutta ja eksotiikkaakin,
erottavat elämykset, ravintolat ja ruoan,
jotka ovat kokeilemisen arvoisia
• haluavat puhua, kirjoittaa, kertoa
mielenkiinnon kohteestaan, jakaa tietoa ja
kokemuksia
”Marketing for foodies is
becoming more precise, as
marketers learns about
foodie behaviours”
Eric Wolf, London WTM 2016
Johnston, J. & Baumann S. 2015. Foodies. Democracy and
Distinction in the GourmetFoodscape. Routledge. New
York.
10. World Food Tourism Organization
Suomikin osallistui kansainväliseen
Food Travel Monitor 2016 -ruokamatkailututkimuksen
12. Tutkimustietoa
ruokamatkailijoista lainattu dioissa
13-22 tästä tutkimuksesta:
World Food Travel
Association. 2016 Food Travel
Monitor [research]. GLOBAL
edition.
Aineisto kerätty Australia,
Espanja, Intia, Irlanti, Iso-
Britannia, Kiina, Meksiko,
Ranska, Saksa ja Yhdysvallat.
Vastaajia 2527.
Eric Wolf – esitys London WTM 8.11. 2016
14. 93 % vastanneista kertoi osallistuneensa jonkin tyyppiseen ruokaan liittyvään aktiviteettiin,
ravintolassa jne. syömiseen edellisellä matkallaan.
49 % vastaajista sopi määritelmään ”culinary
travel” (kansainvälinen ruokamatkailun
määritelmä).
55 % ruokamatkailijoista on myös ”beverage
travelers”
Food Travel Monitor -tutkimukseen vastanneista
Eric Wolf – esitys London WTM 8.11. 2016
15. Ruokamatkailijat eivät tienaa välttämättä
enemmän kuin muut matkailijat
”Spending driven by
passion, regardless of
income”
Eric Wolf – esitys London WTM 8.11. 2016
17. Profile % respondents Definition (Food Travel Monitor 2016)
Authentic 46 % (8,8 % 2010) Seeks for drink prepared according to recipes and traditions of region – ”authentic experience”
Eclectic 44 % Seeks wide variety of experiences/ a little bit everything
Localist 35 % (11 % 2010) Seeks locally owned and operated restaurants, from tiny cafes to gourmet restaurants
Social 30 % Seeks local food/drink experiences. Time, talking or meeting friends/family are important
Innovative 23 % Seeks to experiment, often trying inoovative things. Seldom return to same places
Budget 22 % Seeks inexpensive dining options. May not seek a particuöar type of food but budget is
important.
Adventurer 19 % Seeks unique foods and drinks & maybe willing to try anything.
Gourmet 18 % (8,1 % 2010) Seeks fine dining and gourmet dining
Organic 17 % Seeks organic and naturally grown ingredients
Ambience 15 % Seeks ambience over food: can include romantic or the restaurants
Novice 14 % Seeks the usual or ordinary. They want to avoid surprises and seek out standard experiences
Trendy 14 % Seeks trendy, hip & cool food and drink experiences. Being in the forefront is important.
Vegetarian 8 % (3,3 % 2010) Seeks vegetarian or vegan restaurants and foods.
Ruokamatkailijat
ovat erilaisia!
Eric Wolf – esitys London WTM 8.11. 2016
18. AUTHENTIC (46 %)
Seek food and drink prepared according to recipes and traditions of
the region – an ”authentic” dining experience
ECLECTIC (44 %)
Seek a wide variety of experiences – a little bit of everything. We may
see these individuals in a italiancafe one night and Thai restaurant the
next.
LOCALIST (35 %)
Seek locally-owned and operated restaurants and –which may range
from pop up kiosks to high-end restaurants
GOURMET (18 %)
Seek fine-dining and gourmet dining
Ruokamatkailijoiden profilointia
Tämä
kasvanut
merkittävästi
Eric Wolf – esitys London WTM 8.11. 2016
19. Kohteilla on myös persoonia
Tärkeä asia
brändin
rakennuksessa ja
markkinoinnissa!
Eric Wolf – esitys London WTM 8.11. 2016
22. Suomea koskevia päätuloksia
(slidet 21-31)
Haaga-Helia amattikorkeakoulu, maa- ja metsätalousministeriö ja Visit Finland rahoittivat Suomen
osalta kansainvälisen Food Travel Monitor 2016 -ruokamatkailututkimuksen, jonka toteutti
yhdysvaltalainen World Food Travel Association. Aineisto kerättiin keväällä 2016 Australiasta,
Espanjasta, Intiasta, Irlannista, Iso-Britanniasta, Kiinasta, Meksikosta, Ranskasta, Saksasta ja
Yhdysvalloista. Vastaajia tutkimuksessa oli 2 527.
Suomalaista ruokaa kuvaavista termeistä kysyttäessä puolet tutkimukseen osallistuneista valitsi
vastauksen ”en tiedä mitään”. Neljäosan mielestä suomalainen ruoka oli aitoa, puhdasta,
luonnollista ja 23 prosentin mielestä terveellistä. Suomessa käyneet mainitsivat maukkauden ja
yksinkertaisuuden suomalaisen ruoan vahvuutena. Jos matkailija oli käynyt Suomessa (10,4 %
vastaajista), oli siitä jäänyt heille suhteellisen hyvä ruokamuisto. Ruoan merkitys matkan
kannustimena lisääntyy. Tämä nousi esiin myös Food Travel Monitor 2016 -tutkimuksessa: Yli puolet
kaikista vastaajista oli sitä mieltä, että heille ruoan ja juoman merkitys osana matkaa on viiden
viimeisen vuoden aikana kasvanut. 22
23. 23
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
24. 24
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
25. 25
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
FAMILIARITY OF FINNISH FOOD
There does not appear to be a widely-held identity of Finnish food among travelers. It
seems to be essential that travelers had visited Finland in order to learn about the
food. Over two-thirds (67%) of past visitors are familiar with the food of Finland
compared to 12% on non-visitors.
Over half (57%) of visitors to Finland can easily identify foods compared to only 10% of
non-visitors. Even among culinary travelers only 18% can easily name food or drinks
from Finland.
Research shows that food and drink can motivate visitation. Therefore, if potential
visitors know more about food or drink, they may be more likely to visit.
From a marketing point of view, it may seem unfortunate that only a small percentage
of travelers are familiar with Finnish food. However, it is better to have no impression
than a negative impression. These travelers are a “blank slate” – they are not familiar
with the food, which allows tourism, food, and beverage marketers to create an
impression without being burdened by prior expectations.
26. 26
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
27. 27
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016EXPECTATIONS OF SNADINAVIAN AND FINNISH FOOD
Three-fourths of previous visitors to Finland have positive expectations of
Scandinavian food (including Finnish food), compared with less than one-
third (30%) of those who have not visited Finland. This shows that visitors are
likely learning about Scandinavian food and having positive experiences. This
is beneficial because research shows that those with positive impressions are
likely to share experiences, recommend a destination, and visit again.
Among non-visitors, only 30% have positive expectations of the food.
However, only 20% have negative expectations.
Culinary travelers, a key market segment, are much more likely to have
positive impressions of Scandinavian food.
28. 28
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
29. 29
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
The primary attributes of Finnish food are perceived to be: pure/clean/natural, healthy, and
Arctic/Nordic.
The food was not perceived to be particularly exotic or differing by regions. While there are many
regional cuisines within Finland, the data indicates that it is best to try to identify a national food
identity for marketing purposes. Until Finland’s cuisine is better known, it may be best to focus on a
national food story before focusing on regions.
A majority of respondents who have not visited Finland (60%) do not know anything about Finnish
food. While this shows that Finland’s food does not have a strong brand identity. On the other
hand, there is a great opportunity to shape Finland’s food story without worrying about previous
impressions.
Those who visited Finland overwhelmingly have left the country with knowledge of Finnish food.
92% of respondents who visited Finland had knowledge of Finnish food. Respondents who visited
Finland felt the main attributes of the food to be: pure/clean/natural, healthy, delicious/tasty, and
simple/unpretentious. These are all positive attributes. When marketing food tourism (from
cinnamon buns to salmon soup), it is recommended that it focus on one or more of these key
attributes.
Among past visitors, no single attribute was mentioned by over 55% of visitors who responded.
Therefore, there is the opportunity to grow Finland’s food story among visitors. Partnerships
between tourism providers, hotels (and other lodging), and restaurants may help to develop this
story.
DESCRIBING FOOD
FROM FINLAND
30. 30
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
31. 31
Matthew J. Stone & Steven Migacz
World Food Travel Association
Portland, Oregon 2016
Among all items, the most appealing were smoked fish, a cake made with wild berries, cinnamon
buns, and smoked sausages.
A wide range of items were appealing to leisure travelers, indicating that there may not be one
“signature food” that marketers should focus on.
At least one-third of leisure travelers felt that all items were appealing, except for reindeer meat (an
exotic food) and Karelian pies (likely an unknown food).
Desserts (cinnamon buns and cake made with wild berries) were more appealing than most main
courses. This shows the need to focus not only on entrees, but also on desserts. Finland’s food story
should not be limited to main courses. Focusing on a variety of foods can help travelers to plan a
complete experience, including breakfasts, coffee breaks and desserts—instead of just dinners. It also
would appeal to a larger variety of travelers (such as vegetarians, who may not be attracted to
salmon or crayfish).
Not surprisingly, all items were more appealing to culinary travelers than non-culinary travelers. As
culinary travelers are likely to spend more, it is recommended that marketing focus on these items.
Reindeer meat and Karelian pies were more appealing to individuals who had visited Finland. This
indicates that travelers are likely learning about or encountering these foods after arrival. Certain
items may be better marketed to visitors at the destination than in marketing materials aimed at
potential visitors. Additionally, marketing materials aimed at repeat visitors may focus on different
items. For example, they may have positive memories of Karelian pies, while new visitors may not
recognize the item. Positive memories may lead to repeat visitation.
APPEALLINGNESS
OF FINNISH
FOOD
32. 32
• Bloom Consulting 2015. Finland´s Touristic Demand. Digital Demand. Summary Report. Luettavissa:
http://www.visitfinland.fi/wp-content/uploads/2015/10/Finlands_Touristic-Demand_Summary.pdf?dl. Luettu 9.52016.
• Johnston, J. & Baumann S. 2015. Foodies. Democracy and Distinction in the Gourmet Foodscape. Routledge. New York.
• Stone, M.J. & Migacz s. 2016.World Food Travel Monitor 2016. Finland Custom Questions. World Food Travel
Association. Portland. Oregon.
• UNWTO 2012. Global Report in Food Tourism. Luettavissa: http://www.e-
unwto.org/doi/pdf/10.18111/9789284414819.1. Luettu 9.5.2017.
• Wolf, E. 8.11.2016. Esitys New Culinary Traveller & New Industry Opportunities. London World Travel Market. Lontoo.
• World Food Travel Association 2016. Food Travel Monitor [research]. GLOBAL edition. Portland. Oregon.
Hyödynnetyt lähteet