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Skåne - en stark dryckesregion?
Kristianstad University, School of Education and Environment.
Kristianstad University, School of Education and Environment.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Skåne – a strong region of beverages? (English)
Abstract [en]

The aim of this study was to examine consumers and producers view on beverages and it’s meaning for Skåne (a region in southern Sweden) and how to create a strong culinary region using beverages. It gets more common to connect food and tourism, where food and beverages can be used to attract visitors. The research methods used were qualitative and quantitative and the data was collected by survey and semi-structured interviews. The respondents weren’t aware of current beverage projects in the region. Most of the respondents expressed that products from Skåne brings added value, the informants shared the same view. The informants also expressed the importance of collaboration and solidarity, the problems of communication and visibility by the customers and finally the importance to experience the beverages as more than just a ‘drink’. There are many advantages by marketing beverages and region together, and it can be positive for both parts.

Abstract [sv]

Syftet med den här studien var att undersöka konsumenters och producenters syn på dryckens roll för Skåne och hur man med hjälp av drycken kan skapa en stark kulinarisk region. Det blir allt vanligare att koppla samman mat och turism, där mat och dryck sätts i fokus för att locka besökare. Intresset för mat och dryck är hetare än någonsin och en tydlig trend i samhället. Studien genomfördes med både kvalitativa och kvantitativa metoder, datainsamlingen bestod av en enkät och semi-strukturerade intervjuer. Respondenterna var ej medvetna om de dryckessatsningar som sker i regionen men de flesta uttryckte att skånska produkter medförde ett mervärde, vilket informanterna förstärkte i de semi-strukturerade intervjuerna. Informanterna uttryckte även vikten av samarbete och gemenskap, problematiken med att nå ut och bli sedd på marknaden samt att se drycken som mer än bara en törstsläckare. Det finns många fördelar i att arbeta med att stärka banden mellan dryck och region, då både produkterna och regionen kan lyfta varandra.

Place, publisher, year, edition, pages
2014. , 44 p.
Keyword [en]
culinary region, culinary tourism, terroir, beverages, Skåne
Keyword [sv]
kulinarisk region, kulinarisk turism, terroir, drycker, Skåne
National Category
Social Sciences Interdisciplinary Food Science
Identifiers
URN: urn:nbn:se:hkr:diva-12066OAI: oai:DiVA.org:hkr-12066DiVA: diva2:721516
Educational program
Culinary Arts and Food Sciences
Supervisors
Examiners
Available from: 2014-06-16 Created: 2014-06-04 Last updated: 2014-06-16Bibliographically approved

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