Carefully read the case study below and complete the questions. Answers need to be as detailed as possible.

Chapter 2Profiting from culinary tourism in Stellenbosch, South Africa pg.38

Here are my questions for all case studies:

1. What were the issues?

2. How could these issues have been avoided?

Case Study: Proting from culinary tourism in Stellenbosch, South Africa Hanli Fourie from Bites and Sites at Brampton, guiding a wine tasting and food pairing tour. Courtesy of Bites and Sites. Culinary tourism has grown considerably in recent years, and one part of the world that has beneted from this growth is the Stellenbosch region of South Africa. In its beauti ful undulating countryside and quaint, historical town, there's a wide range of topnotch restaurants, cafs, curio shops, galleries, boutiques, museums, culinary and wine tours, and an array of annual cultural, food, wine, sports and music festivals. Currently, the wine tourism sector contributes over a billion dollars annually to the South African economy. The Stellenbosch Local Economic Development (LED) strategy is a multi-stakeholder effort in support of private sector development, aiming to unite economic stakeholders to cooperate in improving the economic future of the area.The question'What is required to achieve 8% real GDPR growth in the Stellenbosch municipal economy?' was answered in a June 2014 report which highlighted a wide variety of initiatives to improve customer service, including establishing free Wi-Fi throughout the region and investing in cutting edge ber optic and communications infrastructure. Other plans involved increasing the role of Stellenbosch University in economic development, providing small bUSiness incubator space, a mentorship network, transport improvements, and a tourism develop- ment framework to involve the whole area. Tourism opportunities were outlined for dif- The Financial and Behavioral Impacts of Customer Service 39 ferent sectors including agri-tourism, eco-tourism, micro-tourism business funding, art, culture, heritage, sport and outdoor music tourism, events and conference tourism. The Stellenbosch Wine Routes were considered a key factor in the overall strategy. Professor Nick Vink, Chair of the Department of Agricultural Economics at Stellenbosch University, looks back to 1971 when the Stellenbosch Wine Route was first established by a concerted local effort to increase visitation. 'The wine industry has always had a par- ticular fascination for the domestic tourist market. This tourism offer has also made us a popular destination for foreign tourists, he recounts. A central office in the historic old town and an active website (http://www.stellenbosch.travel/) enable the Stellenbosch Tourism and Information Office to interact cooperatively with visitors and local sup- pliers. 'The main tourist experience of the town is its history and the University and, of course, both are inextricably intertwined with the wine industry; Vink explains. 'Second, South Africa's biggest liquor company, Distell, has its head office in Stellenbosch, so they actively advertise a range of venues - the Bergkelder vinoteque for fine wines, JC le Roux for sparkling wines and Van Rijn Brandy Distillery among others. The Stellenbosch Wine Route is very active in promoting the 'producer cellars' (estate wineries). Apart from their Internet presence, there are maps and brochures on the wine route at every conceivable venue, Vink explains, including the farms, the restaurants, the hotels and B&Bs. The wine routes are divided into sub-routes for some of the more important wards such as Simonsberg and Helderberg, which do their own publicity. All of the wine farms have their own websites and most sell wines both on site and online. In addition, there are numerous private promoters including SA Venues, MyDorpie.com and ShowMe.com. A convenient way to explore the wine routes is by the Stellenbosch Vinehopper (http://vinehopper.co.za/). The'hop on, hop off' buses visit various different wineries over three separate routes. Owner Raino Bolz says he focuses more on market- ing than PR: 'Our marketing efforts entail printing brochures that are visible in all the guesthouses in Stellenbosch and Cape Town. We also visit travel agents and operators regularly to promote our products. We also attend international travel shows to promote our tours.' Tripadvisor, Facebook and Twitter are his main tools. Around town, 'Foodies on Foot' tours are run by Bites and Sites Food Tours (http://www. bitesandsites.co.za/), combining historical and contemporary culture with cuisine. Hanli Fourie set the company up in 2010 inspired by 'Savor Seattle' Culinary highlights include Boschendal at Oude Bank bakery and bistro, famous for its cheese and charcuterie platter as well as fresh breads and homemade ice cream. Decked out in red aprons, the guides also supervise dried meat purchases at the authentic Eikeboom Butchery, which is then paired with wine tastings at the Brampton Wine Bar. Awarded 2014, 2015, 2016, and 2017 Tripadvisor Certificates of Excellence, the company is very active on Facebook, Ins- tagram and Twitter. 'Tripadvisor is proving to be a wonderful marketing tool, says Hanli. It is free and gives credibility. We get quite a number of queries through Tripadvisor and in future guests will be able to book our tours directly from the Tripadvisor site.' She posts40 Customer Service for Hospitality and Tourism photos and information twice weekly and regularly updates the company website. They have just introduced real-time bookings on their website to facilitate booking and payment procedures for guests and tour operators alike. Print advertising is the least effective marketing tool, according to Hanli. although she does advertise in the Cape Town Tourism booklet.'We also supply guests with a print-out detailing our social media handles and request that they write Tripadvisor reviews} she says. Part of her PR strategy is responsible tourism. A member of Unashamedly Ethical. the company includes a detailed 'Responsible Tourism' segment on its website with com- mitments to social. economic and environmental responsibility. It also exploits media coverage on the site with articles and photos about the tours by food writers, bloggers, adventure travelers and cookery book authors. Many of these articles have emanated from journalist visits set up by Stellenbosch Experience - a collaborative marketing ini- tiative between Stellenbosch Wine Routes and Stellenbosch 360 Tourist Info. 'We also connect with local food. taurism, and responsible travel role players, promote them on social media and try to build good relationships to further our shared goal of building a better South Africa through the wonderful opportunities that these industries offer: says Hanli. While many tourists come to Stellenbosch just on a day trip from Cape Town, others stay overnight to experience more of the hospitality and hedonism of the area. A relatively new hotel, 107 Dorpstraat Boutique Hotel. opened as a small B&B and winebar in 2015. General Manager, Suzaan Groenewald supervises a very personal service, with cooked breakfasts, free Wi-Fi, advice and help in booking wine tours with Vinehopper and Uber taxis. The hotel vaunts its blend of history, luxury and technology via a combination of Tripadvisor, Pinterest. Facebook. Twitter, Linkedln. and Google+ marketing. in terms of PR, Groenewald is happy to offer discounts to visiting media, as well as publicizing promotions through social media. 'We also use Booking.com. Expedia, Agoda and other booking sites like these for special promotions: she says. She also sends out special rates to local businesses and travel companies. Following their visits she reinforces the rela- tionship with 'thank you'letters and special 'regular returner discounts: Sources: Personal Visit to Stellenbosch by both authors March 2016; Email communication with Hanli Fourie, July 2017; Stellenbosch Municipality (2014); Hudson and Hudson {2017)