Gastro-tourists specifically travel to learn about new cultures through memorable food experiences. They span all ages, ethnicities, and incomes. These tourists plan more trips, stay longer, and spend more discretionary money when they travel. Interactions that include learning about regional foods and kitchen cultures and that foster relationships between the gastro-tourist and the gastro-host are more important to them than fancy amenities. Research that identifies characteristics and attributes of gastro-tourism experiences considered memorable is sparse. This inductive qualitative research study triangulated three data sources and two data collection methods (in-depth interviews and online surveys). Seven attributes linked to memorability are identified: (1) deliberate and incidental gastro-tourists, (2) travel stages, (3) foodie risk-taking, (4) interdependent co-created tourist–host relationships, (5) authenticity, (6) sociability, and (7) emotions. The attributes provide insights into the prevalent shift from product/service-dominant tourism to co-created experiential tourism opportunities and highlight the motivations that drive this emerging gastro-tourism market segment. By uncovering triggering moments that gastro-tourists value and find memorable, this study adds to the knowledge base of sustainable tourism development, destination branding promises, co-creation, and stakeholder theories.
Food related gastro-tourism refers to the pursuit of appealing, authentic, memorable culinary experiences of all kinds, while traveling internationally, regionally or even locally. For gastrotourists, food is the focus and the motivation for the travel. In developed countries the gastrotourism business is booming and has become one of the most dynamic and creative segments of tourism, attracting billions of tourists worldwide. Destination brand strategy is defined as "a plan for defining the most realistic, most competitive, and most compelling strategic reason for the country, region, or city" (Anholt, 2004). Gastro-Tourism can be a driver of destination choice, especially for emerging markets. This paper defines Gastro Destination Branding, and introduces and discusses a conceptual Gastro-Tourism Destination Identity process model to assist various towns, cities, regions and countries to maximize the potential of the growing gastro-tourism market through effective use of destination branding.
Purpose
Despite the perfect nutritional value of imperfect “ugly” produce, they are either never harvested or discarded, resulting in escalating farm-to-fork food waste problems in the USA. The purpose of this paper is to investigate US consumers’ perceptions of imperfect “ugly” produce and their willingness to purchase and consume these foods in their households.
Design/methodology/approach
Four focus group sessions with at least five voluntary participants per session were conducted. Each session used structured interview questions and the discussions were led by the same moderator. All sessions were recorded, transcribed and analyzed based on published focus group guidelines and recommendations.
Findings
The research study has revealed two categories of potential consumers, Influencers and Learners, when it comes to an initial understanding of “ugly” produce consumption. The study also identified nine themes (i.e. food safety, price sensitivity, location of sale, product display, name/label, purpose of use, fun, targeted education and food waste) that consumers hold regarding imperfect “ugly” produce.
Research limitations/implications
Insights from this study provide strategies for sustainable food management that could help stakeholders along all points of the food chain save money, reduce hunger and diminish food waste in our communities.
Originality/value
This study serves to provide preliminary insights in approaching the issue of consumers’ perception of imperfect “ugly” fruits and vegetables from a research perspective. Although a limited number of real consumers from the local community participated, their rich and in-depth qualitative responses defined the scope and the defining questions that need further exploration.
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