Introduction - Food Tourism: A Practical Marketing Guide - page 21

Step Two
List the strategies that need to be carried out; at this point do not prioritize
them, but get the list out so that this can be shared with the working party.
Once everyone has seen the list, then ask individuals to put them into order
of priority and then obtain a consensus on the priority list.

Step Three
Have a document that reads as follows, so it is easy for all parties to read and
understand:

Overall Objective Strategic Plan Action Plan Timeframe Person

Responsible

Step Four
Write your business plan, including the conclusion and summary, at the begin-
ning of the report. The summary is the last thing that is written, but the first thing
that is read by an outside party. Its aim is to draw the reader into the project.
The key to any business is to stand back, look at the opportunities, and
be a realist. There are huge opportunities in food tourism, but businesses will
still fail if they do not do their homework and plan to be successful.
Taking time at the start of the venture can save time later on in the project.
Successful businesses have a clear understanding of the consumer and what
that consumer wants and more importantly what they do not want. The next
chapter will focus on the culinary tourist and their changing needs and wants.

References

1 World Tourism Organization: www2.unwto.org (accessed 10 February 2014).
2 Funk and Wagnall (1894) A Standard Dictionary of the English Language , 1st edn. Funk and
Wagnell Publishing Company, USA.
3 Touring Club of Italy (1931) Guida Gastronomica d'Italia [The Gastronomic Guide to Italy], 1st
edn. Touring Club of Italy, Italy.
4 Bestor, T.C. (2004) Tsukiji, The Fish Market at the Center of the World , 1st edn. University of
California Press, Los Angeles, California.
5 Jane Chang, Chang Brothers Travel, Singapore, interviewed for an article in Go, weekend
supplement to Sunday Times, 2 March 2014.
6 Prime Minister Lee, Singapore. Top Of The News, The Straits Times , Saturday 1 March 2014.
7 Waitrose Effect. BBC News online. Available at: www.bbc.co.uk/news/magazine-24629300
(accessed 12 December 2013).
8 Daily Mail Online. Available at: www.dailymail.co.uk/news/article-2536175/lt (accessed 11
January 2012).
9 World Food Day Food and Agriculture Organization of the United Nations. Available at:
www.worldfooddayusa.org (accessed 10 February 2014).
10 British Cheese Board Cheese Varieties: www.britishcheese.com ( accessed 10 January 2014).
11 International Culinary Tourism Association and the New Zealand International Culinary
Tourism Development (2010) State of the Culinary Tourism Industry Report. Available at: www.