“…Within a destination, food is interpreted as the "core manifestation of a destination's intangible heritage" (Okumus, Okumus, & McKercher, 2007, p. 253) and has been incorporated into different destination marketing strategies (Ab Karim & Chi, 2010;Du Rand & Heath, 2006;Okumus et al, 2007). For tourists, food plays a role within cultural tourism (Scarpato, 2002) and has become one of the main travel motivators in recent years (Boniface, 2003;Long, 2004;Okumus et al, 2007;Quan & Wang, 2004).…”