Jumilla’s ‘gastronomy days’: the positioning of a region ...ceebi.curtin.edu.au/local/docs/Abel-D-Alonso-Presentation-June.pdf · Jumilla’s ‘gastronomy days’: the positioning

Jumilla’s ‘gastronomy

days’: the positioning of

a region on the culinary

map

(November 1st – December 1st) (November 1st – December 1st)

By: Abel D. Alonso

Edith Cowan University

Until the waves of tourists began arriving

(e.g., 1970s), Spain’s gastronomy

constituted a relatively minor attraction

(Ravenscroft & van Westering, 2002).

Once millions of tourists ‘adopted’ the

country as a holiday destination, its cuisine

and foods started gaining in popularity

(Ravenscroft & van Westering, 2002).

Spain’s wine regions

Approximate location of Jumilla

Local products in and around Jumilla

Local products in and around Jumilla (cont.)

http://www.casapareja.es/almazara-jumilla-murcia/casa-pareja-almazara-jumilla.asp

The event

10 restaurants, 11 wineries, bars, and

other businesses (e.g., olive groves)

participate in the 5-week event… they

are associated to the local wine route or

trail:

http://www.rutadelvinojumilla.com/v2/esp/

http://www.vinosdejumilla.org/

Typical dishes

• Gazpacho Jumillano

• La Gachamiga• La Gachamiga

• Empanadas de patata

Traditional/typical foods and dishes of Jumilla and region

Fabada Arroz con conejo y serranas

Patatas con ajo Garbanzos

Marinera

Traditional/typical foods and dishes of Jumilla and region

Patatas con ajo Garbanzos

Paparajotes Pastel de carne

Traditional/typical foods and dishes of Jumilla and region

Traditional/typical desserts - pastries

Rollos de amor de Jumilla

Perusas, rollos de vino, pasteles de anís,

sequillos, mantecados de almendra.Rollos de amor de Jumilla sequillos, mantecados de almendra.

Perusas Pera al vino de Jumilla

Traditional/typical desserts - pastries

Perusas Pera al vino de Jumilla

Tapa and Stew Route/Trail

Tapas/stews

Monastrell

Wine education – Connecting with and ‘converting’ visitors/tourists

Guided tours Wine tastings, sensory evaluation

Jumilla and alternative eventsHarvest Festival (mid-August).

Mini-wine fair – August - Jumilla

Culinary days (the ‘main’

event); tapas event

Music and wine

Wine fair,

August

Wine education Wine education

activities

‘Remind’

consumers

Keep memory

‘alive’Spill overs

Local businesses

The region

The community

‘Tasting’ Spain

Established in 2008

http://www.tastingspain.es/

20 different towns / regions have adhered

Spain’s gastronomic

traditions increasingly

featured at featured at

numerous food related

events

Challenges, implications for guests’ experience:

Spanish regions must “protect their gastronomic

intellectual property” (Ravenscroft & van Westering, 2002,

p. 134) and not bend to external pressures (e.g., from tour

operators).

Challenges, implications for guests’ experience:

These pressures may potentially lead to “creolization of

regional foods…

rather than reflecting the real gastronomic differences

between regions” (Ravenscroft & van Westering, 2002, p.

134).

Stakeholder theoryStakeholders: groups or individuals able to affect or be affected by

the attainment “of a firm’s objectives” (Freeman, 2010, p. 25).

Stakeholder theory (ST) “asks managers to articulate the shared

sense of the value they create, and what brings its core stakeholders

together” (Freeman et al., 2004, p. 364).

ST is related to “practical concerns of managers” (Freeman et al.,

2004, p. 364), for instance, with regard to ways in which managers

could be more effective in analysing, identifying, or negotiating with

important stakeholder groups (Freeman, 2004, p. 230).

ST is inextricably interconnected with ways in which a) managers

ought to act, and b) corporations ought to be governed (Freeman,

1994).

Stakeholder theory in the context of

Jumilla’s culinary event

Wineries

Restaurants

Bars

Olive grovesLocal visitors

Olive groves

Outside visitorsJumilla’s town hall

Jumilla’s town

Near-by towns

The region’s image

The event’s organisers

Adapted from Freeman (1988).

The focus of the study

Restaurant 1

Winery 1Olive grove 1 The event’s organisers

Winery 2

Thank you!

References

Freeman, R.E. (2010). Strategic management: A stakeholder approach. Cambridge, UK: Cambridge University Press.

Freeman, R.E. (2004). The stakeholder approach revisited. Zeitschrift für Wirtschafts- und Unternehmensethik, 5(3),

228-241.

Freeman, R.E. (1994). The politics of stakeholder theory: Some future directions. Business Ethics Quarterly, 4(4), 409-

421.

Freeman, R.E., Wicks, A.C., & Parmar, B. (2004). Stakeholder theory and “The corporate objective revisited”.

Organization Science, 15(3), 364-369.

Ravenscroft, N., & van Westering, J. (2002). Gastronomy and intellectual property. In A-M Hjalager and G. Richards

(editors), Tourism and gastronomy (pp. 132-153). London (U.K.), Routledge.