Agriculture Reference
In-Depth Information
They then travel to your business and experience the first moment of
truth on-site. This should be when they experience a more impressive mo-
ment of truth than they expected. These are the physical moments of truth.
They then continue on their engagement with the business and experi-
ence the second moment of truth. This is another physical moment of truth
and represents their total physical impression of the experience.
Finally, they return to their home and experience the Ultimate Moment
of Truth when they share their experience online with their friends and the
global community. The whole moment of truth cycle will then start again.
According to Google/Shopper Sciences 'The Zero Moment of Truth'
Macro study in April 2011 and reported in Brain Solis' book
What's the Future
of Business?
,
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the ZMOT were as follows:
•
50% mentioned the experience to friends;
•
21% mentioned the experience to co-workers;
•
10% wrote about it on Facebook;
•
6% put a comment on a webpage;
•
4% mentioned the visit on a blog; and
•
4% posted a tweet on the visit.
Clearly these percentages will change in the future, but indicate how im-
portant it will be in the future to have a wide range of communication tools at a
business's disposal to ensure all touch points of communications are achieved.
A survey in 2012
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identified that 92% of the public rely on people they know
for recommendations; this indicates that trust will be a key driver in the future.
Compare this to only 46% of readers trusting an advertisement in a newspaper.
The same survey looked at how peer recommendation drives consumers:
•
70% of recommendations were via Facebook friends;
•
61% by phone call or face to face; and
•
59% via recommended online articles.
All these are indicators that suggest that the successful food tourism op-
erator of the future will need to be social media-savvy if they are to grow
their business.
On a practical front food trails will continue to be developed and will
be the fastest growing sector of food tourism. This will result in more net-
working between regional food tourism businesses, which will be to the
benefit of the region. The result will be stronger regional brands and these
brands will be used both as tourism and retail brands. Hence our belief that
retailing and tourism will start to blend in both the producer's and retailer's
mind. This is already happening with some food brands and will accelerate
as more growers see the opportunity.
One of the drivers of food tourism is 'nostalgia' and a desire by tourists to re-
discover the past. One area of food tourism that will increase in importance is
