Otago Polytechnic

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Research from Mitchell, Richard

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Richard Mitchell

Richard.Mitchell@op.ac.nz

0000-0002-3988-8735

Richard is a Professor in the Food Design Institute at Otago Polytechnic. As a consumer behaviour expert and geographer, he brings together an understanding of people and place to the design of food experiences, culinary arts and design curricula and food and beverage strategies.

Richard has a PhD in consumer loyalty in wine tourism from the University of Otago, as well as a BA (Hons) in Geography from the University of Otago, and Graduate Diplomas in Tertiary Education and in Tourism from Otago Polytechnic. He is a member of the managing committee for EatNZ, an industry body promoting New Zealand food to the world. He has previously been chair of the former New Zealand Food and Wine Tourism Network.

Richard’s current diverse research interests include food design, disobedient models of education, food and beverage consumer behaviour and regional development. He takes a student-led approach to postgraduate supervision, having experience supervising postgraduate students with a range of methodologies and subjects, including work-based learning.

Research Outputs

Edited Book/Special Edition

Mitchell, R.D. (Ed.) (2014) Food Design on the Edge: Proceedings of the International Food Design Conference and Studio 2-4 July 2014, Dunedin, New Zealand. Otago Polytechnic, Dunedin. ISBN 978 – 0 – 908846 – 48 – 1

Hall C. M., Sharples, L., Mitchell, R., Cambourne, B. and Macionis, N. (eds.) (2003) Food Tourism Around The World: Development, Management And Markets Butterworth Heinemann, Oxford. ISBN: 0 7506 5503 8.

Chapter in Book

Charters, S. & Mitchell, R. (2014) Food and Wine Events in Europe and the New World: A Comparison. In Cavicchi, A. and Santini, C., eds, Food and Wine Events in Europe: A Stakeholder Approach, pp 15-27. Routledge, Oxon. ISBN 978-0-415-82781-2

Mitchell, R. D. (2011) A place of Paradox: Champagne as it is presented to the outsider. In Charters, S. The Business of Champagne. pp. 53-68. ISBN - 10: 0415594405. (This chapter was reviewed by the editor and the book proposal was double-blind peer-reviewed by three reviewers.)

Mitchell, R. D. and Scott, D. G. (2008) Farmers’ markets as events for local cultural consumption: The Otago Farmers’ market (Dunedin, New Zealand) explored. In Hall C. M. and Sharples, L. (eds.) Food and Wine Festivals and Events Around the World: Development, management and markets. pp. 286-299.

Hall C. M., Mitchell, R. D., Scott, D. G. and Sharples, L. (2008) The authentic experience of farmers’ markets. In Hall C. M. and Sharples, L. (eds.) Food and Wine Festivals and Events Around the World: Development, management and markets. pp. 197-231. (This chapter was reviewed by the editors and the book proposal was double-blind peer-reviewed by three reviewers.)

Mitchell, R. D. (2008) International business, intellectual property, and the misappropriation of place: food, wine and tourism. In Coles, T. E. and Hall, C. M. International Business and Tourism: Global Issues, Contemporary Interactions. Routledge, London. pp. 201-219. ISBN: 9780415424318. (This chapter was reviewed by the editors, the book proposal was double-blind peer-reviewed by two reviewers.)

Creative Work

Mitchell, R. & Lane, M. (2014) Dunedin: A Menu. Beyond the heritage facade. Food event inspired by Dunedin's creative landscape, HD Skinner Annex at Otago Museum during ID Fashion Week 2014.

Journal Article

Mitchell, R. D., Charters, S., and Albrecht, J. (2011) Cultural systems and the wine tourism product. Annals of Tourism Research, 39(1), pp. 311-335 (print publication year 2012, but available online May 2011).

Galloway, G., Mitchell, R., Getz, D., Crouch, G., Ong, B. (2008) Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management. 29(5), pp. 950-966.

Authored Book

Hall C. M., and Mitchell, R. D. (2008) Wine Marketing: A Practical Guide. Butterworth Heinemann, Oxford. ISBN-10: 0750654201 & ISBN-13: 978-0750654203. Reprinted 2010, Turkish translation 2009. (The book proposal was double-blind peer-reviewed by 3 reviewers.)

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