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Advances in
Tourism Marketing Conferences

About ATMC

The 9th Advances in Tourism Marketing Conference (ATMC) will be hosted by the University of Bordeaux. This new edition will once again be an opportunity to benefit from the expertise of all our colleagues, discover original and fruitful works, consider new research avenues, and provoke passionate debates. This 9th ATMC aims to explore, analyze, and evaluate the state of the art in tourism marketing from an international and marketing/consumer perspective and bring together academic researchers, policymakers, and practitioners. In addition to this general goal, each ATMC conference proposes a topical theme to provide both scholars and practitioners with an opportunity to engage and explore that theme in a series of focal discussions.

Conference Theme

ATMC 2023 will focus on “Wine, spirit & tourism: between innovation and authenticity”.

According to various sources (World Food Travel Association, Allied Market Research, IMARC Group, Future Marketing Insights, Technavio, etc.), culinary (i.e. food and beverage) tourism is a highly valued market whose CAGR is constantly increasing. Forecasts predict, with some variations depending on the source, a CAGR of over 15% by 2030. Food festivals and visits to production sites are the main drivers for this growth. Culture and gustatory pleasure are the motivations for consumers. However, the CoViD pandemic has shown a temporary inflection of this growth. This reveals the fragility of the tourism market in the face of external and unpredictable events (beyond the "usual" meteorological hazards). This adds, if need be, to continue to reflect on the economic model of tourism in regions where the economic activity is mainly centered on tourism. But above all, it has been observed that the pandemic has allowed a rest of natural resources, thus offering a new environment for tourists, which also leads to a reflection on the positioning of tourism offers in the context of tourist overexploitation of sites. The CoViD period has thus been the occasion of many innovations based on the digitalization of the offer. However, in the context of culinary tourism, this digitalization quickly reaches its limits, especially on the gustatory dimension.

The 9th ATMC in Bordeaux will therefore be a special occasion to propose special sessions around the reflection on the present and the future of culinary (and especially wine) tourism. In particular, a focus is expected on the tension that arises from the need for innovation caused by the awareness of the overexploitation of resources which seems to contradict the consumers' search for authenticity. Papers that offer theoretical reflections, methodologies, and case studies are welcome. We, therefore, expect research that studies how innovation allows for sustainable culinary tourism that does not alter the value of the offer and that allows for the preservation of the cultural and gustatory dimensions of such tourism.

Venue

Located in southwest France and Southern Europe, on the European Atlantic coast, the city of Bordeaux is only a few hours from major European cities and just one hour from the Atlantic Ocean.

Bordeaux is a large French city enjoying an international reputation based on heritage (labeled UNESCO) and wine. Bordeaux city has recently been renovated. Bordeaux city is labeled as one of the best European destinations (city guides), welcoming more than 6 million tourists every year.

Bordeaux is also known as the “Wine Capital” of the world, The Bordeaux wine yard is one of the oldest in the world (from 2000 years), the largest one (117,000 ha), and hosted legendary wines such as Pétrus or Margaux. The region of Bordeaux is one of the most attractive regions for both domesticand international wine tourists. Appellations such as Saint Emilion or Pomerol have gained recognitionamong wine tourists. At the earth of the city center, the “cité du Vin” (city of wine) is a cultural flagship (opened in 2016), dedicated to “wine civilization” and using cutting-edge technology toexperience interactive activities.

Bordeaux is a member of the “great wine capital”, an astonishing network of wine regions.

All questions about the conference and submissions should be emailed to atmc2023@u-bordeaux.fr

We are looking forward to seeing you in Bordeaux!

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Greetings from the ATMC President