The Routledge Handbook of Gastronomic Tourism

Saurabh Kumar Dixit, Saurabh Kumar Dixit

• Publisher: Routledge
• Year: 2019
• ISBN:
  9781351375931
• Edition: 1
• Topic: Commerce
• Subtopic: Industrie de l'hôtellerie, du voyage et du tourisme

The Routledge Handbook of Gastronomic Tourism explores the rapid transformations that have affected the interrelated areas of gastronomy, tourism and society, shaping new forms of destination branding, visitor satisfaction, and induced purchase decisions. This edited text critically examines current debates, critical reflections of contemporary ideas, controversies and queries relating to the fast-growing niche market of gastronomic tourism.

This comprehensive book is structured into six parts. Part I offers an introductory understanding of gastronomic tourism; Part II deals with the issues relating to gastronomic tourist behavior; Part III raises important issues of sustainability in gastronomic tourism; Part IV reveals how digital developments have influenced the changing expressions of gastronomic tourism; Part V highlights the contemporary forms of gastronomic tourism; and Part VI elaborates other emerging paradigms of gastronomic tourism.

Combining the knowledge and expertise of over a hundred scholars from thirty-one countries around the world, the book aims to foster synergetic interaction between academia and industry. Its wealth of case studies and examples make it an essential resource for students, researchers and industry practitioners of hospitality, tourism, gastronomy, management, marketing, consumer behavior, business and cultural studies.

Part I

Gastronomic tourism

An insight

1
Gastronomic tourism

A theoretical construct

Saurabh Kumar Dixit

Background

Gastronomic tourism is a relatively new field of academic research, and modest scrutiny has been conducted in this arena. It was Long (2004) who first coined the term “culinary tourism” in 1998 to express the idea of experiencing other cultures through food. She states that “culinary tourism is about food; exploring and discovering culture and history through food and food related activities in the creation of memorable experiences” (Long 2004). However, Wolf (2006) describes culinary tourism as the combination of traveling, exploration, and enjoyment of food and drinks with unique and memorable gastronomic experiences. Consequently, culinary travel is not only “exploration and adventure” (Kivela and Crotts 2009: 164) but also a “cultural encounter” (Kivela and Crotts 2009: 181), as culinary tourists look for new restaurants, local tastes, and unique food experiences. According to Smith and Costello, culinary tourism “promotes visitor attractions with unique and memorable food and drink experiences” (2009: 99). Culinaria and gastronomy therefore play a pivotal role in the marketing of tourist destinations (see Richards 2002; Scarpato 2002). One of the most utilized definitions of gastronomic tourism in the literature is that proposed by Hall and Sharples (2003), according to which gastronomic tourism is an experiential trip to a gastronomic region, for recreational or entertainment purposes, which includes visits to primary and secondary producers of food, gastronomic festivals, food fairs, events, farmers’ markets, cooking shows and demonstrations, tastings of quality food products, or any tourism activity related to food.

Food and other gastronomic activities have now been acknowledged by governments, business, and academics as an integral part of the tourism package, and they also serve as a means of differentiation for destinations. Food is the one of key elements of a destination’s culture and identity, along with its history, symbols, myths, and discourses (Smith 1995). Gastronomic tourism is an emerging phenomenon that is being developed as a new tourism product due, inter alia, to the fact that, according to the specialized literature (Quan and Wang 2004, among others), over a third of tourist spending is devoted to food. Therefore, the local cuisine of the destination should be given due importance in delivering the quality holiday experience. Everett (2016) proposed that food and drink tourism (also known as “culinary tourism”, “gastronomic tourism”, or “food tourism”) has become “a distinct sector” in tourism – and not just an “inconsequential holiday necessity”. Many destinations are now striving to market themselves as gastronomy and cultural hubs and are mobilizing their food and beverage products and experiences as their USP.

Savoring the gastronomic products of a place is a growing trend in modern tourism business, a leisure pursuit for thousands, and one of the main motives for many tourists. People now devote a day’s travel to experience food in the same way that they seek out other elements of different cultures like art, music, and architecture. In its broadest sense, gastronomic tourism is acting as the intentional pursuit of appealing, authentic, memorable, culinary experiences of all kinds, while traveling internationally, regionally, or even locally. Therefore, gastronomy plays a vital role in broadening a destination’s appeal; increasing visitor yield; enhancing visitor experience; strengthening regional identity; and stimulating growth in other sectors. The economic growth originates not only from gastronomic outlets (e.g. hotels and eateries) but also from farmers and other local producers. Thus, gastronomic tourism contributes to the attainment of the overall sustainable competitiveness of a destination.

To facilitate an overview of the gastronomic tourism research, it is enlightening to divide existing research into a consumer, a producer, and a destination development perspective (see Figure 1.1). Characteristic of all three perspectives is the multitude of interests, and possible conflicts between them, which they deal with (Andersson, Mossberg, and Therkelsen 2017). From the consumers’ perspective, food can be a motive for travelling, part of a search for an extraordinary experience, and one of a combination of factors influencing visits to destinations. The types of experiences gained from consuming food on holidays seem to vary and may, for instance, cover sensory, cultural, and social experiences. A large variety of producers cater for the experiential needs of gastronomic tourists, including food producers, retailers, hotels, restaurants, attractions, farmers’ markets, and gastronomic festivals (Hall and Sharples 2003). Moreover, destination development centered on gastronomic tourism depends on cooperation across interests and between public and private parties (Henriksen and Halkier 2015).

Figure 1.1 Overview of the gastronomic tourism research perspectives.
(Source: Own elaboration based on Andersson, Mossberg, and Therkelson 2017.)

Considering the various facets of gastronomic tourism, a focus on how food can contribute to tourism marketing strategies is becoming more urgent and apparent in present-day research. This chapter examines the intersection of food and tourism to offer a conceptual framework to understand gastronomic tourism.

Synergies in gastronomy and tourism

Food and tourism have a strong historical connection which joins them together as a binding force. A wide range of terms is used to describe the relationship between food and tourism: cuisine tourism, food tourism, gourmet tourism, gastronomy tourism, gastronomic tourism, and culinary tourism. Gastronomic tourism usually incorporates an appreciation of beverages too, both alcoholic and non-alcoholic (Hall 2003). Henderson presents three research lines around the relationship between tourism and gastronomy (Henderson 2009): food as a tourism product, the marketing of food to tourists, and food tourism as an instrument of destination and general development. Tikkanen notes that gastronomy establishes a synergy with tourism through four different aspects: as an attraction, which means that the destination can use this item to promote this place; as a component of the product, where it delves into the design of dining (or oenological) routes; as an experience, addressing the existence of one or more locations where gastronomy takes on a different level and becomes a claim in itself, an example of this being the cuisine made by the great masters; and as a cultural phenomenon, premised on the existence of different food festivals (Tikkanen 2007).

Food and tourism play a major part in the contemporary experience economy. Food is a key part of all cultures, a major element of global intangible heritage, and an increasingly important attraction for tourists. Linking gastronomy and tourism offers a platform for the promotion of cultures through their culinary resources. The linkages between food and tourism also provide a platform for local economic development, and food experiences help to brand and market destinations, as well as supporting the local culture that is so attractive to tourists (Hjalager and Richards 2002; OECD 2009). For these destinations, gastronomy and food-related activities are a central feature of the tourist attraction. Gastronomic tourism offers enormous potential in stimulating local, regional, and national economies and enhancing sustainability and inclusion (see Figure 1.2). It contributes positively to many levels of the tourism value chain, such as agriculture, culture, and local food. Hence, this not only assists in destination branding, but also helps to promote sustainable tourism through preserving valuable cultural heritage, empowering and nurturing pride amongst communities, and enhancing intercultural understanding.

Figure 1.2 Food truck displaying local foods in Hong Kong.
(Source: Saurabh Kumar Dixit.)

Through a visit to a food festival, cooking class, or farm-to-table dining experience, tourists garner a better sense of lo...