An Empirical Investigation of Tourists’ Consumption of Local Food in Rural Tourism

Abstract

Food's role in tourism is multifaceted and complex. Food is not only essential to the body but is also integral to the experience; moreover, it is elusively embedded within society, culture, politics, institutions, and economy. Although food's complexity is conceptually explored within tourism studies, empirical investigations into the consumption of food are few and far between. In this study, we contribute an empirical analysis that employs both quantitative and qualitative data from fieldwork in a rural Norwegian region where there have been sustained efforts to develop and integrate "local food" and rural tourism. Three research questions are investigated: to what extent is "local food" consumed by tourists? What factors affect tourists' consumption of local food? For tourists interested in local food, what purpose does the consumption of "local food" serve? We find that only a minority of rural tourism's tourists have a special interest in food. Nonetheless, for those who possess this interest, we find that local food plays an important role to their tourist experiences. Furthermore, the study suggests that local food is a means employed by parents to educate their children in the ways of "the rural idyll".

Purchase of local food products during trips by international visitors

“…Frisvoll et al (2016) found that visitors travelling with family, children, and friends are more inclined to buy local food products than visitors travelling alone. Some activities, such as food events and festivals, which provide visitors with an authentic lifestyle experience in a pleasant environment, can play an important role in introducing a visitor to new flavours and different traditions while on holiday (Getz, 2000;Hjalager & Corigliano, 2000;Quan & Wang, 2004).…”

“…This behaviour can be explained by the fact that past experience may increase the level of familiarity with local food, such that visitors who have been to the destination before may likely be more adventurous and prefer greater varieties of food choices and experiences. Frisvoll et al (2016) and Tse and Crotts (2005) observed a clear tendency of an increased length of stay to increase the opportunities in which visitors will come into contact with and buy these products.…”

“…The common aspects that are likely to have an effect are age, place of residence and nationality, gender, education, and income (Cohen & Avieli, 2004;Frisvoll et al, 2016;Kastenholz et al, 2016;Kim et al, 2009;Skuras et al, 2006;Telfer & Wall, 2000;Torres, 2002;Tse & Crotts, 2005). Kim et al (2009) found that older visitors tend to be more concerned about health and have a stronger desire to understand and experience foreign cultures through local food consumption.…”

“…By reviewing a number of studies in the literature on tourism and food, a number of factors influencing visitor food consumption can be identified (Aprile, Caputo, & Nayga, 2012Fields, 2002;Frisvoll, Forbord, & Blekesaune, 2016;Kim & Eves, 2012;Kim et al, 2009;Kim, Eves, & Scarles, 2013;Mak, Lumbers, Eves, & Chang, 2012;Skuras et al, 2006;Zagata, 2012). One group involves factors related to visitors themselves, whereas a second group concerns visitor interactions with a destination and local food products during a trip (Table 1).…”

“…Evidence from the literature suggests that the group of factors related to interaction with the destination and food products, which can influence food consumption in the context of tourism, comprises travel behaviour, knowledge of local food products, and evaluation of local food products (Aprile et al, 2012(Aprile et al, , 2016Dimara & Skuras, 2003;Frisvoll et al, 2016;Getz, 2000;Ryu & Jang, 2006;Sims, 2009;Skuras et al, 2006;Tse & Crotts, 2005).…”