Promotion of food and gastronomy tourism development and promotion, through 'co-creation' by students and CCI-related SMEs as given in the 'FOODBIZ Guidelines'.
Based on the concept of University-Business cooperation, the FOODBIZ concept promotes food and gastronomy tourism services through the acquisition of relevant skills and competences related to employability in higher education students, through their active involvement in community learning activities. Thus, students are active in the community to which their belong during the study , bringing into the university the knowledge of the community and vice-versa, and co-creating with other players, as peer, new knowledge and innovation. The key element is the concept of 'co-creation' including CCIS, which takes place when all the players involved establish a dialogue, reciprocal understanding and common goals.
'CO-CREATION' fosters relations, common understanding and exchange between students, business players and stakeholders. The co-creation process includes CCIs andstakeholder engagement in community-learning activities aimed to identify gaps and establish mechanisms to answer needs with tailored, on-demand learning opportunities and resources. Co-creation methods are intended to facilitate active participation of all players, identification of existing strengths and related opportunities, experiential learning, and creative problem-solving. They contribute to tackling local challenges through the co-creation of tourism products, based on CCI SMEs, which are tailored to each specific regional context.
This FOODBIZ good practice is an outcome an Erasmus+ project 2017-19.
A new cooperation framework between Universities/Higher education institutes and local/regional CCIs/SMes on food and gastronomy, agriculture and horeca, hospitality and tourism.
Food is part of intangible heritage, as embedded in local local identities of destinations for CCT product development
Evidence of success
FOODBIZ outputs provide methods and tools to make communities working, learning materials generated by the need expressed by the joint work of territorial stakeholders, and final guidelines to support other communities to adopt the approach and related good practices.
FOODBIZ was represented at the UNWTO 5th Gastronomy Forum held at Donostia-San Sebastian, Basque region, Spain, in May 2019 where the outputs were promoted by ECTN, a partner in both FOODBIZ Erasmus+ and Cult-CreaTE IE projects.
Food and gastronomy varies widely amongst EU tourist destinations. In co-creation events, different techniques can be used to achieve the desired results, and these may vary according to context. To implement the guidelines in a given destination, local specificities and needs should be considered.
Potential for learning or transfer
Food and gastronomy is part of intangible cultural heritage (recognised by UNESCO and UNWTO), in local identities of destinations by SMEs/CCIs, and hence an ideal basis for Cultural and Creative Tourism (CCT) product development.
FOODBIZ is based on action-research and adopts participative techniques to facilitate exchange and co-creation. FOOD outputs provide methods and tools to make communities working, learning materials generated by the need expressed by the joint work of territorial stakeholders, and final guidelines to support other communities to adopt the project approach.
Given that the food and gastronomy SMEs are closely related to CCIs, or are themeselves CCIs, their potential to develop and promote CCT products is fairly high and dynamic. The FOODBIZ concept and leraning materials (Handbook, Database, Guidelines) provide excellent resources for learning by policy-makers and practitioners. The FOODBIZ Guidelines can be transferrable amonst EU tourist destinations.