Cocreation of tourism experiences: are food-related activities being explored?

Abstract

PurposeThis study analyses the dimensions of cocreation in on-site food-related activities.Design/methodology/approachA systematic literature review was conducted in two databases (Scopus and Institute for Scientific Information (ISI) Web of Science), and 67 peer-reviewed articles were identified on cocreation in tourism experiences.FindingsThe study reveals that food-related activities involving active participation are more likely to be successfully performed in more informal environments, in which culinary experiences cocreated by both tourists and hosts are favoured. Moreover, tourists who learn something new appreciate the value of cocreation within food tourism experiences better.Research limitations/implicationsAlthough the researchers used two renowned databases to conduct the systematic literature review, there is the risk that some manuscripts related to the topic were excluded.Practical implicationsThe transfer of new skills and knowledge through direct contact between tourists and hosts are prerequisites for the raise of the value of the cocreation process itself and of the final outcome of the cocreation experience. As a result, professional service providers should dedicate more attention to the inclusion of cocreative ‘learning’ elements in the food tourism experiences they create.Social implicationsDue to the changing structure of the tourism ecosystem (technological advances), the manner in which experiences are designed, distributed and consumed (cocreated) is being transformed. The present study highlights some aspects to be developed by tourism destination managers.Originality/valueThis study is the first to explore food-related tourism experiences through the lens of cocreation.

Egyptian food experience of international visitors: a multidimensional approach

“…Previously, studies have similarly placed value on having fun and enjoyment through food-related activities such as interaction and socialization with local people and families and friends (Choe and Kim, 2018; Kivela and Crotts, 2009). These results support a recent observation by Rachão et al (2020) that food-related activities represent a great source of tourism experience co-creation and significantly affect tourists’ appreciation of the food experience.…”

Evolving research perspectives on food and gastronomic experiences in tourism

“…These attributes arguably reflect the shift from product/service-dominant tourism to co-created tourism experiences, made more memorable through increased consumer involvement (Campos et al , 2018). A study by Rachão et al (2020) supports this. They analysed tourists’ perceptions of gastronomic co-creation experiences, identifying seven dimensions: social interaction, novelty, creativity, social sustainability, environmental awareness, enjoyment and memorability.…”

Culinary attributes and technological utilization as drivers of place authenticity and branding: the case of Vascitour, Naples

“…This trend is the effect of co-created experiences emerging from the interaction between travelers and local people (Richards, 2014; Russo and Richards, 2016; Shams, 2018). Accordingly, the authors affirm the role of the community dimension and, in particular, of the local actors as territorial components in a continuous relationship, assembled by economic or institutional actors, to create structural-functional (destination), narrative (place branding) and experiential (authenticity) perceptions in traveler-tourist minds (Rachão et al , 2020) (Figure 1).…”