Regional Institute of Wine and Oil

1st level Master

Master in “Culture and Communication of Taste Good to Think” . Brochures

Does Sicily have tourism potential to be exploited? Can there be coherent policies to increase the turnover linked to tourism? It seems that success is within reach, yet something does not make that result so immediate and simple that could resolve, at least to a certain extent, the economic crisis that Sicily seems to be holding with some difficulty. The fateful date of the Expo is approaching, an extraordinary occasion for the number of contacts with tourists and operators from all over the world.

The factors that contribute to measuring that process which in agriculture is called the "supply chain" are even more complex in the case of tourism. In fact, it is not enough to be convinced of the extraordinary nature of the territory and its production. We could find a credible comparison in the conditions and choices that determined the success of Sicilian wines. Even there it was not immediately understood that quality was not determined by our beliefs, but rather by the perception that others had of our products. The success began with the radical change in marketing policies: building the product based on the perceptions of the consumer customer. The tourist offer is based on the organization of services and the narrative capacity of the places and stories linked to the tourist destination territories. The tourist destination product is defined as an itinerary, i.e. that set of offers that interact according to an agreement between the operators who animate them, such that the offer of a single good is contextualized in a vision of the territory, a brand, which aims to intercept an expectation, a desire, perhaps a need, of the customer. The Internet is today a permanent meeting place between tourist supply and demand, and has increased, mainly in the areas served by airports, a relationship between tourism and Sicily. The resulting growth in the level of Sicilian catering is an evident phenomenon. Quality wine and oil undoubtedly benefit from this.

Without intervening on the lights and shadows in relation to roads, services and public transport, we think we can affirm that it is important to invest in knowledge of human and environmental factors, which are the basis of the food and wine offer. It is then necessary to acquire a more objective and specific ability to interpret the level of gratification of tourist expectations. In other words, the final judgment that the tourist in turn will transmit in the circuit of his personal relationships.

The Master of the Department of Taste Sciences and Communication, in its third edition, is part of a process of building a new culture of quality tourism, with certain effects on the protection and valorisation of regional agricultural production.

Wine tourism office.