TY - JOUR
T1 - The reinvention of terroir in Danish food place promotion
AU - Gyimóthy, Szilvia
PY - 2017/1/19
Y1 - 2017/1/19
N2 - This paper conceptualizes place branding narratives that mobilize local food and contemporary gastronomic trends by revisiting the notion of terroir (taste of place) as a strategic marketing asset. In particular, it explores how rural tourism destinations with little or no gastronomic heritage exploit the discourses of NewNordic Food to create a distinct sense of place. An extensive review of the literature identifies two conservationist strategies by which terroir narratives are constructed (accreditation and patrimonialization), neither of which fully captures the particular rhetorical approaches shaping the Nordic terroir. Drawing on empirical illustrations from Danish rural destinations, the paper argues that terroir can be reproduced and invented through manipulative rhetorical approaches and identifies two novel, transformational strategies framing terroir narratives (exoticizing and enterprising). The paper contributes with a conceptual model conceived through a unique combination of place-specific(typicality) themes and market-specific ideologies, which has the explanatory power to distinguish Nordic terroir narratives from earlier articulations of taste of place.
AB - This paper conceptualizes place branding narratives that mobilize local food and contemporary gastronomic trends by revisiting the notion of terroir (taste of place) as a strategic marketing asset. In particular, it explores how rural tourism destinations with little or no gastronomic heritage exploit the discourses of NewNordic Food to create a distinct sense of place. An extensive review of the literature identifies two conservationist strategies by which terroir narratives are constructed (accreditation and patrimonialization), neither of which fully captures the particular rhetorical approaches shaping the Nordic terroir. Drawing on empirical illustrations from Danish rural destinations, the paper argues that terroir can be reproduced and invented through manipulative rhetorical approaches and identifies two novel, transformational strategies framing terroir narratives (exoticizing and enterprising). The paper contributes with a conceptual model conceived through a unique combination of place-specific(typicality) themes and market-specific ideologies, which has the explanatory power to distinguish Nordic terroir narratives from earlier articulations of taste of place.
U2 - 10.1080/09654313.2017.1281229
DO - 10.1080/09654313.2017.1281229
M3 - Journal article
SN - 0965-4313
VL - 25
SP - 1200
EP - 1216
JO - European Planning Studies
JF - European Planning Studies
IS - 7
ER -