Tastes of Niagara

Abstract

Summary Given the diverse structure within the tourism industry, the establishment and maintenance of strategic alliances has become an important approach to remaining competitive and innovative. The relationship between tourism and agriculture is complex and the purpose of this paper is to investigate “Tastes of Niagara: A Quality Food Alliance,” an evolving strategic alliance among the Region's food producers, processors, distributors, hotels, wineries, restaurants and chefs. The objective of the alliance is to promote the use of local products in the tourism industry. Key informant interviews were conducted with members of the alliance documenting the importance and difficulties in establishing and maintaining successful strategic alliances.