Territorial Representation, Touristic, Attractiveness and Promotion of Trappist Monks Beer in Belgium,

The passion of part of the tourism demand desirous of discovering heritage, including gastronomic heritage and local produce, has encouraged public and private operators to turn to tourism with the aim of instilling new dynamics for development. In Wallonia there is an increase in tourism-related projects focusing on the promotion of local food products, especially abbey beers and cheeses. This article deals with case studies relating to the promotion for purposes of tourism of

the Trappist beers from three Cistercian abbeys. After having demonstrated that beers are intimately linked to food-related representations and images associated with Belgium, we study the place occupied by Trappist beers in communications

from tourism organisations. The results of surveys carried out amongst tourists show the important role played by food resources and Trappist products in the attractiveness of these destinations. We end with a consideration of the relationship

between ‘religious’ food products, tourism, and regional attractiveness.

DE MYTTENAERE, B.  Territorial Representation, Touristic, Attractiveness and Promotion of Trappist Monks Beer in Belgium, Journal of Hospitality & Tourism, Vol. 12, No. 2, 54‑69, 2014