Gastro-tourism as destination branding in emerging markets
by Helena A. Williams; Robert L. Williams Jr.; Maktoba Omar
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 4, No. 1, 2014

Abstract: Gastro-tourism, a niche that attracts billions in revenue worldwide, involves intentional pursuits of authentic memorable culinary experiences while travelling internationally, regionally or locally. For gastro-tourists, food is the motivation for travel; the locations merely functions as vehicles for gastronomic experiences (food-related-activities that involve behind-the-scenes observations, cultural/regional illuminations and often hands-on participation, culminating in partaking food or drink.) This paper identifies three phases of travel and corresponding elements essential for the creation of new gastro-tourism enterprises. It introduces the significance of shared Gastro-Tourism Brand Promises, agreed upon, cross marketed, and fulfilled by individual hosts, groups/networks, and regional/government entities. By providing basic infrastructure elements - health, safety, transportation and communication; identifying loosely organised home-grown resources and talent; creating and marketing shared brand promises; and incorporating ongoing feedback during three travel phases, emerging markets in underdeveloped countries and underdeveloped pockets in developed nations can ignite and maintain successful gastro-tourist enterprises.

Online publication date: Tue, 11-Feb-2014

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