The future of food tourism in a post-COVID-19 world: insights from New Zealand

Abstract

PurposeThis paper considers two sectors critical to New Zealand's economy and identity – food and tourism – and addresses the question: what role will – or could – food and drink play in a more resilient tourism future for the country?Design/methodology/approachThis is largely a conceptual paper, informed by the academic literature, media commentary and recent market research.FindingsThe paper concludes that there are trends apparent in the food and tourism sectors prior to the COVID-19 pandemic that have intensified during lockdown and which are likely to influence the resetting of tourism on a more resilient and regenerative pathway. Three potential trends in food and drink tourism are identified, labelled “Getting back to basics”, “Valuing local and locals” and “Food for well-being”.Originality/valueBy synthesising recent research and academic, industry and media commentaries, this paper provides a timely assessment of a potential future role of food and drink tourism in a reimagined tourism sector for New Zealand, with this assessment offering a starting point for further discussions about a more regenerative, equitable and inclusive tourism future.

The Resilience of Rural Tourism and Adjustment Measures for Surviving The COVID-19 Pandemic: Evidence from Bromo Tengger Semeru National Park, Indonesia

“…A local cuisine will provide an inclusive interpretation and connect families, friends and local communities. Like what has been done in New Zealand (see Fountain, 2021), in Gubukklakah Village, the management of rural tourism has been operating such tourist packages as garden tour, apple picking, and coffee drinking. There are many outdoor ecotourism activities around the BTSNP area offered to tourists.…”

“…The establishment of rural tourism by involving community participation is a challenging work. In various countries, many people engage with tourism businesses and make a living according to their conditions and abilities (Chin & Pehin Dato Musa, 2021;Coroș et al, 2021;Fountain, 2021;Gascón & Mamani, 2021;López et al, 2018;Saraithong & Chancharoenchai, 2014;Sunkar et al, 2016;Vaishar & Šťastná, 2020).…”

Pairing Co-Creation with Food and Wine Experiences—A Holistic Perspective of Tourist Experiences in Dão, a Portuguese Wine Region

“…Due to the COVID-19 pandemic, tourism services need to change their paradigm and embrace new strategies that meet visitors' needs and expectations in a more efficient and sustainable way. According to Fountain [67], food and drink tourism experiences should adapt to new trends in the post-pandemic era, adopting a 'getting back to basics' approach, 'valuing local and locals' and including 'food for well-being'. These reflections may be considered particularly relevant for rural wine regions, where authenticity and sustainability are part of tourists' expectations, and where rural communities need to find the resilience and capacity to cope with future crises, frequently through collective action [68].…”

Affective components of gastronomy tourism: measurement scale development and validation

“…In addition, despite the global health crisis, gastronomy tourism can still be booming and the gastronomy experience is still essential. Specifically, studies have addressed issues such as the influence of risk perception on destination visiting intention (Dedeo glu et al, 2022), the domestic market in the post-COVID-19 era (Fountain, 2021) and medical benefits and immune-boosting properties (Nair and Mohanty, 2021). Nevertheless, as stated by Everett (2019, p. 9): Food tourism research is still very much on a journey and has much still to offer, therefore I urge scholars to consider adding new empirical contributions which analyze new aspects of this form of tourism activity.…”