All travellers eat and drink when they travel but not all travellers are food lovers or travel for food. This research explores food tourism and food tourists in two case studies of New Zealand and the Cook Islands. The research focuses on the information about food that food lovers seek, and the critical components required at a destination for food tourism to flourish. Thirty-one interviews were conducted in both New Zealand and Rarotonga using a purposive sample. The findings show that people want information about the food stories that they can trust. In both places, many of the stories are hidden and this leads to lost opportunity and potential disappointment for the food tourist. There is a lack of voice about the food culture. New Zealand promotes its primary produce to the world but it does not actively promote the opportunity to experience it at home. The Cook Island situation reflects the complexities of small island states with lack of consistency and complacency in the food on offer. A digital food resource is advocated in both places that is curated, articulated and disseminated to focus the lens on the food culture and all its experiences.
Purpose This study aims to explore the values, resilience and innovation of four food businesses during the COVID-19 pandemic and their responses to the chaotic environment they find themselves in. It also evaluates whether there is evidence of a thriving food in tourism environment propelling these businesses forward within an innovative regenerative tourism system. Design/methodology/approach A descriptive and comparative case study approach is used using a holistic design with four in-depth interviews for each business over 18 months. A thematic analysis of the qualitative data provides answers to the key research questions and informs our understanding of the ecosystems in which food businesses reside. Findings The findings indicate that an internal business ecosystem with a strong value base and effective networks across a range of stakeholders enhances resilience. The crisis refocused and stimulated a variety of innovations. Practical implications An ethos of collaboration and cooperation for food businesses provides opportunities for a shared future where it is implemented. Social implications A values-based food in tourism system that gives back to communities potentially creates an external environment that better supports small food businesses; however, the place of food in tourism and the food story of Aotearoa New Zealand continues to lack clarity. Originality/value The exploration of four food businesses in the time of crisis provides new insights into the multidirectional inter-related factors that either drive success or hinder it.
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