Food, art and tourism as a boost for innovation: successful experiences from Italy

Gastronomy is a key part of all cultures and nowadays plays an important role in tourism allowing visitors to access cultural and historical heritage through tasting experience and purchasing (UNWTO, 2012). Its increasing popularity and attractiveness is the result of the growth of gastronomic offerings based on high-quality products and the development of innovative and creative food tourism experiences (Richards, 2011; Dodd, 2012; Getz et al., 2014). Since the DzExperience Economydz has developed (Pine and Gilmore, 1999), tourists have no longer required basic services but have been increasingly searching for a contact with local people and their lives. As stated by Richards (2012), food can provide a basis for tourism experiences developing the meal experience, linking culture and tourism, producing distinctive foods, developing the critical infrastructure for food production and consumption and supporting local culture. In this process gastronomy can be considered a fertile breeding ground for Dzcreative tourismdz (Richards and Raymond, 2000) because it allows visitors to create rather than consume. One of the most promising areas of innovation in food tourism include experiences that positively integrate food production with art and other cultural initiatives, such as winery museums, modern-designed wine cellars, graphically innovative labels from local or international artists and food events with music and artistic performances. Starting with a thorough analysis of Italian successful experiences from food and wine producers this paper aims at identifying areas and modalities through which they stimulate innovation in the agricultural sector, involve the consumer in co-creation and create links between global and local cultures and narratives around food. Italy has always been internationally recognised as a gastronomic tourist destination thanks to the highest number of EU-recognised certifications for its food and drink products and a wide range of traditional local cuisine. The current popularity of food tourism has led an increasing number of producers to develop projects that integrate food, art and tourism; such activities can provide benefits to the producers and also to the local economy; moreover, they can stimulate innovation and reinforce the linkages between different sectors. According to the objectives of the paper, each experience will be analysed focusing on: a) the level of innovation in terms of distinctiveness, project ideas and public engagement activities; b) cultural and artistic values and their relationship with the territory; c) collaboration with other local, regional and international experience.