Understanding the importance of food tourism to Chongqing, China

Abstract

Food is widely accepted as of great importance in tourists' experiences by researchers. However, few studies allow tourists themselves to indicate the importance of food for their travel. In the meanwhile, the argument regarding the overestimation of the importance of food tourism to attract tourists is on the increase. Through a case study in Chongqing (China), this study aims to critically assess the importance of food tourism from domestic tourists' perspectives. In particular, it fills the gap by providing a thorough exploration of tourists' food experiences at different stages of their travel. A quantitative research methodology involving a structured questionnaire has been adopted. The results reveal that food plays different roles in different travel stages. The importance of food tourism in the pre-travel stage to Chongqing is not as important as the existing literature sources suggest. However, food has shown its importance during tourists' travel in Chongqing as well as increased importance in their posttravel stage. In light of these findings, marketing strategies can be identified to accelerate the development of food tourism at a destination.

Understanding the role of local food in sustaining Chinese destinations

“…Firstly, destinations should create positive, unique images of destination food through effective positioning and differentiation to attract tourists' attention (Chen & Huang, 2016;Lin, Pearson, & Cai, 2011;Okumus, Okumus, & McKercher, 2007). Based on the positive relationship shown between tourist food-related motivation and information search，tourists who perceive higher importance of food in their travel motivation tend to do more information search on food prior to travel.…”

“…Destination marketers should aim to create positive 'word of mouth' publicity of that destination's food so as to increase people's willingness to visit destinations for food purposes, and also actively seek regular feedback from tourists who had recently visited that destinations in order to monitor, or possibly avert, any negative 'word-of-mouth' publicity of the food at that destination (Cheng, Lam, & Hsu, 2006). Furthermore, destinations should use a multi-channel approach towards the distribution of their information; for example publishing brochures, magazines and booklets on local food culture and restaurants, presenting destination food-related documentaries or TV shows, sharing information on websites and social media, and developing good relationship with travel agencies (Ab Karim & Chi, 2010;Chen & Huang, 2016).…”

“…Thirdly, the significance of food involvement has been highlighted in the model on influencing tourists' food satisfaction. Consequently, destination marketers should develop different types of food-related activities to attract and encourage tourists to get involved with destination food, such as identifying distinctive or traditional food products, holding food shows or food festivals, providing cooking demonstrations or cookery classes, and organising distinctive food-themed tours (Huang 2009;Chen & Huang, 2016). In addition to the development of different food-related activities, destination marketers should pay attention to ensuring and improving the performance and quality of the food-related activities offered by the destination (Croce & Perri, 2010).…”

Food Heritagization and Sustainable Rural Tourism Destination: The Case of China’s Yuanjia Village

“…Yet, in the Chinese context, extant tourism studies are mainly conducted with marketing approaches linked to management to analyze the role of food heritages in the tourist perception and experience, and destination marketing [1,9,10]. In fact, the wider food tourism studies with sociological approaches are skewed towards the West, particularly Europe [3,11].…”

Visitors’ Perceptions towards Traditional and Regional Products in Trabzon (Turkey) and Podhale (Poland)

“…The number of studies related to gastronomy tourism in the world and Turkey has been increasing in recent years. Çalışkan [25], Cheng and Huang [11], Sengel et al [31], Pérez Gálvez et al [21], and Başaran [32] conducted a literature review and questionnaire in their studies.…”