Regina Pricilla

Pre Proposal of Dissertation

The Effect of the Gastronomic Offer in Choosing Tourism Destination:
The Case of Queensland

1. Introduction

Gastronomy tourism is big

Gastronomy tourism, culinary tourism or food tourism is a form of tourism that is
based on the strength owned by the culinary aspects of a country, region, or area.
Gastronomy tourism is not only offer various types of dishes as an object of tourism
attraction, but also includes a variety of food-related attributes ranging from
constituent ingredients, preparation and processing method, manner of
presentation, flavor aspects and nutritional contents, cultural values and traditions,
as well as other information can be described by a type of dish (Sukenti, 2014). Food,
accommodation and transport are usually viewed as supporting experiences during a
trip; however, the whole travel experience may ‘go sour’ because of dissatisfaction
with the available food. By contrast, supporting experiences such as enjoyment in
eating exotic food, in certain circumstances, may turn into a peak experience (Quan
& Wang, 2004). Moreover, in 2016 the renowned tourism news resource Skift called
food the ‘leading hook in travel’, indicating that globally, food has become the
biggest motivator for consumers to discover new places, and the key to discovering
the essence of each destination (UNWTO, 2017).
Important
Previous research related to food tourism has indicated that local food products
can help the sustainability of tourism in a region. More specifically, it contributes to
brand identity, enhances destination attraction, and also keeps money in the region
by avoiding the importation of expensive foreign food (Sims, 2009). Local food and
drink is regarded as important for those who want to experience the local culture
and tradition. A study carried out in 2015 by Tourism Australia, found that local
cuisine was actually ranked ahead of the country’s world class beautiful natural
attractions when it came to holiday decision making in the country.

The developed world is experiencing a dramatic upsurge of interest in artisan

foods, food markets and promoting regions on the basis of their local produce. In the
global market long-term competitive advantage will be gained by differentiation on
the basis of what is unique to a place, not on the production of low-value
undifferentiated product. Promotion of the interrelationships between food and
tourism should therefore continue to be an essential component of the place
marketing and development mix if rural places in the developed countries, as
elsewhere around the world, are to thrive in the global food and tourism
environment of the twenty-first century (Hall et. al.l, 2003).
According to Hall & and Sharples (2003), gastronomy tourism is “visitation to
primary and secondary food producers, food festivals, restaurants and specific
locations for which food tasting and/or experiencing the attributes of specialist food
production region are the primary motivating factor for travel” (Hall & Mitchell,
2002). Thus, they narrow the scope of gastronomy tourism by stating that
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gastronomy tourism occurs when the food of a place acts as a primary motivator to
travel to the destination.

Since the early 1970s rural regions in industrialized societies have been very
substantially affected by successive rounds of economic restructuring. In response to
loss of services and traditional markets, and removal of tariffs and regional support
mechanisms, rural areas have sought to diversify their economic base, with new
agricultural products and tourism being two such responses. Food tourism strategies
are therefore a significant instrument of regional development particularly because
of the potential leverage between products from the two sectors (Hall, 2002; Taylor
and Little 1999; Telfer 2001a; 2001b). Wine and culinary tourism, particularly with a
regional flavour, is becoming big business in Australia. Indeed, a number of
Australian States and regions have placed substantial emphasis on the development
of the food and wine product. For an example, in New South Wales (NSW), former
NSW Tourism Minister, Mr Brian Langton, stated that ‘NSW will embrace food and
wine as an integral part of the visitor experience, and the focus of food and wine will
broaden the destination appeal of NSW, and encourage more first time visitors to
come back for seconds’ (Langton, 1996). As part of the food initiatives the state
government developed a Food and Wine in Tourism Plan and established a culinary
tourism advisory committee (Hall and Macionis, 1998).

Undoubtedly, the extent of expenditure on food as a component of travel and

tourism is significant and helps explain the interests of both government and
business. According to Tourism Research Australia, the average international visitor
in Australia consumed $4,361 in 2015–16, 1.0% more than the previous year. For
every dollar spent by international visitors, 14 cents was spent on accommodation,
17 cents on long-distance transport, 14 cents on shopping, and 12 cents on takeaway
and restaurant meals; 14 cents on education services, with demand especially high
from Asian markets.
Hence, industries that contributed most to direct tourism employment across
each state and territory in 2015–16 were:
 Food services – a 23% to 31% share of total employment
 Retail trade – a 15% to 19% share of total employment
 Accommodation – a 13% to 22% share of total employment
 Education and training – a 4% to 10% share of total employment.
Chart 1 provides more detailed information on these state and territory breakdowns.
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Chart 1 - Industry contributions by State and Territory, 2015-16

Sources: TRA’s estimates (for states/territories) and ABS (2016) (for Australia)
*Refers to cafes, restaurants and take-away food services ADD SOURCE

In the case of Queensland, the four most significant industries for tourism
contribution are transport, accommodation, food services (i.e. cafes, restaurants and
takeaways) and retail trade – in total, making up around 66% of all tourism sector
direct output. According to Queensland Regional Tourism Satellite Accounts 2015-
16, tourism consumption1 in Queensland totalledtotaled $30.0 billion, of which
consumption in Brisbane accounted for 27% ($8.0 billion). Other tourism
destinations, such as Gold Coast (21% or $6.4 billion), Tropical North
Queensland/TNQ (14% or $4.2 billion) and Sunshine Coast (13% or $4.0 billion) made
up the bulk of the remaining consumption (refer to Chart 2 for details).

1
Tourism consumption is the total value of goods and services consumed by domestic and
international visitors in Australia. It is measured in purchasers’ prices – the price the visitors pay,
including taxes, subsidies, and other mark-ups
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Chart 2 - Regional tourism consumption at purchasers prices, 2015-16

Source: Deloitte Access Economics’ Regional TSA model (

The Tourism and Events Queensland recorded the international visitors to

Queensland (by region) in the year ending June 2017. The Brisbane market recorded
growth of 3.9% in international visitation, welcoming a record 1.2 million visitors
(holiday visitation was at a record high of 654,000 visitors), with top three source
markets remained China, New Zealand (NZ) and the United Kingdom (UK).
International visitation to the Gold Coast grew by 7.2% to a record-high 1.1 million
visitors (holiday visitation at a record high of 841,000 visitors) with top five source
markets remained China, NZ, UK, Japan and the United States of America (USA). The
Sunshine Coast market recorded high international visitation, with visitor numbers
up by 11.6% to 296,000; holiday visitation was at a record high of 233,000 visitors
with top three source markets remained NZ, the UK and Germany. International
visitation to TNQ grew by 4.5% to 898,000, this growth was driven by the holiday
market which grew by 4.7% to reach a record high of 837,000 visitors. China remains
the largest source market, with stable visitation in the year ending June 2017.
Visitation grew from USA Japan and Germany while UK visitation softened (refer to
Chart 3 for details)
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Chart 3 - International visitors by region and source market

Source: Tourism & Events Queensland (2017)

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Overall aim
The objective of this study is to identify the local food consumption motivations of
tourists during their holiday.

Theoretical justification
The literature supports the idea that identify culinary tradition creates opportunities to
attract tourists with a new specific element, there is a need for further research on the
motivations for consumption of local food in holiday (Brokaj, 2014).

Methodological justification
This study will also contribute to the theoretical understanding in the field of food tourism
research. This study will use the Means-end Chain (MEC) Theory to capture the motivational
antecedents of tourists’ experiences and and confirm that this theory is appropriate in in
gaining an insight into the motivations which influencing tourists’ local food consumption
during their holiday. Although various scholars have explored aspects of the MEC approach,
most MEC research was conducted for consulting purposes to address practical marketing
problems (Olson and Reynolds, 2001). Thus, it should be admitted that there are still some
methodological and theoretical issues unresolved in MEC theory. For example, more
empirical studies are needed to address problems such as the comparison of different forms
of attribute elicitation, while the impact of situational specificity requires more rigorous
statistical treatment (Grunert and Bechmann, 2001). Should researchers collect sufficient
data and conduct research with rigorous processes, it is believed that all the above
challenges are inherently solvable (Grunert and Bechmann, 2001).

Practical importance
This research could assist the local governments and tourism authorities when planning
promotional activities to attract more people to visit area or to increase tourists spending in
the destination. From the perspective of restaurateurs, they should understand the
expectations of tourists and provide satisfactory service and products by bringing to light
peculiar foods of area with new flavors and authentic ingredients.

2. Literature reviewHowever, although the literature supports the idea that

identify culinary tradition creates opportunities to attract tourists with a new
specific element, there is a need for further research on the motivations for
consumption of local food in holiday (Brokaj, 2014).
According to Stanley J. & and Stanley L. (2015), the ‘true’ food tourist is interested in
restaurants that focus on local foods and local traditions. Conventional restaurants would
not fit into the food tourism category. A ‘true’ food tourist restaurant includes restaurants
such as Sat Bains in Nottingham in the UK (www.restaurantsatbains.com). Sat Bains is a
Michelin chef who will only source food that is grown or raised within the local postal code.
Research carried out in January and February 2014 in Australia by Colmar Brunton Omnibus
on behalf of the Australian Farmers Markets Association1 shows that 14% of shoppers now
use farmers’ markets to purchase vegetables and 4% purchase directly from the farmer.
Many businesses around the world are concerned about their viability, in the new world
order, food tourist ventures around the first world are ideally situated to take full advantage
of the ‘trust shift’ taking place in society. The consumer wants to support local businesses
who have ideas and solutions and who appeal to their ‘values’. This means food tourism
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business operators have to be proactive and build a strong relationship with target
consumers. This is an advantage that regional, national and international businesses will find
increasingly difficult to implement and it gives the local businesses an extra opportunity. As
an example, a research on characteristics of soybean sprout locally cultivated in the Jeonju
region (South Korea), used for Bibimbap and Kongnamul-gukbap (traditional food) showed
that soybean sprouts cultivated with groundwater from the Jeonju region resulted in a
sweeter taste and a more delicious and crunchier texture (Lee, 2015). As soybean sprout is
one of the essential food ingredients for Bibimbap and Kongnamul-gukbap, it eventually
increased the quality experience with gastronomy in Jeonju region.
Lastly, the current research is conducted with international tourists’ sample from China,
NZ, UK, Japan, USA and Germany. The Tourism and Events Queensland recorded top source
markets for Brisbane, Gold Coast, Sunshine Coast and TNQ remained China, NZ, UK, Japan,
USA and Germany in the year ending June 2017. This study can help Queensland tourism
authorities and the restaurateurs to pay more attention what tourists may desire to
experience when they visit a destination and motivate the tourists to revisit a destination;
the findings of this study can increase the international tourist arrivals, tourism
consumption as well as tourism employment in Queensland. Queensland Regional Tourism
Satellite Accounts 2015-16 recorded that cafes, restaurants and takeaway food services
contributed most to direct regional tourism employment in Queensland, especially in
Brisbane, Gold Coast, Sunshine Coast and TNQ. Hence, the study can increase the
Queensland’s economy, since tourist arrivals, tourism consumption and tourism
employment recorded as direct contributors to Queensland’s economy.

3. Statement of the Problem

The gastronomy tourism and food tourism emerge as special interest tourisms which are
developing fast and have its tourism clientele that considers food and nutrition as the most
important or the only item of the tourist offer. It is of tremendous importance for domestic
tourist potential, especially for the development of gastronomy tourism, to know the
requests, needs and preferences of foreign, as well as of domestic tourists (Aslimoski &
Gerasimoski, 2012). This growing interest is fuelledfueled by an increasing number of
destinations utilising their culinary resources in promoting and differentiating themselves
from others, for example, Australia, New Zealand, Italy, and Singapore (Chang et al., 2010;
Hall & Mitchell, 2002a; Scarpato, 2002).
The fast development and expansion of gastronomy sector in Queensland has
established itself firmly in tourism industry in Australia. However, the restaurateurs and
development of gastronomy products quality mainly depends on the intuitive decisions of
restaurateurs. How tourists feel about gastronomy in Queensland have not been
systematically examined so far. Therefore, it is now critical to evaluate how gastronomy are
received by the tourists, whose experience and satisfaction are mostly needed for providing
implications for investors, entrepreneurs, and other stakeholders, to further develop this
gastronomy sector. Hence, it is important to understand and meet the needs and desires of
tourists in the context of gastronomic experiences. This can help tourism professionals to
pay more attention what tourists may desire to experience when they visit a destination and
motivate the tourists to revisit a destination. Thus, further research into tourist experiences
and motivation in food tourism will provide opportunities for marketers and regulators to
develop more appropriate products for tourists.
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In the study of tourism experiences, motivation is an important concept with particular

emphasis on their implied deterministic notions (Gomez-Jacinto et al., 1999). People are
motivated to travel to obtain experiences related to their goals, and their motivations also
drive their value perception of destination experiences (Duman and Mattila, 2005).
Understanding the drivers of memorable tourist experiences provides valuable insights for
product development and improvement of service delivery.

However, despite the fact that a variety of studies in the tourism literature of tourist
experiences has been documented over the last three decades, the use of the means-end
chain (MEC) approach as a method of capturing the motivational antecedents of tourists’
experiences has not yet been discussed thoroughly (Chen et al., 2016). This study therefore
responds to a need for further empirical research to identify the motivational drivers
influencing tourist experiences, and how destination attributes deliver a tourist their
preferred experiences and satisfy their needs at the value level.

In the context of tourism experience it is widely accepted that post-experience

satisfaction is related to the realization of motivation perceptions (Dunn Ross and Iso-Ahola,
1991), and that prior travel experience significantly influences tourists’ behaviour of
revisiting a destination. As a result, people are more likely to revisit a destination if they
have had satisfactory past travel experiences in it.

While travel experience has been well documented as a popular topic in the tourism
research field (Mazursky, 1989), it is argued that the concept and its operationalization are
blurred and arguable (Huang and Hsu, 2009). A study of tourism experience conducted using
in-depth interviews (Knobloch, 2014) showed that: (i) respondents associate different
meanings to experiences; and (ii) types of experiences might be prominent in the minds of
respondents for different reasons. This calls for a new approach to looking at tourists’
experiences which emphasizes the multidimensional nature of experiences, as well as the
importance of the associated emotional aspects.
In conclusion, there is a gap in the food tourism research literature concerning the
tourist experiences and motivation in relation to local food. In order to address this gap, a
review of the literature has beenwill be conducted to discuss the existing tourism
motivation theories and clarify the theoretical relationship between tourist experiences,
motivation, and local food purchase intention. The next section discusses the theoretical
structure of this research.

4. Theoretical Framework

This study aims to gain a better understanding of motivations which influencing tourists’
local food consumption during their holiday. To this end, it involves the theoretical and
empirical examination of tourist experiences, motivation, and local food purchase intention.

The MEC approach provides a means to identify the motivational drivers influencing
tourist experiences, and how destination attributes deliver a tourist their preferred
experiences and satisfy their needs at the value level (Scott, Jun and Ma, 2017). A tourist’s
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experience is affected by psychological (e.g. expectation, perception and motivation), socio-

demographic (e.g. education, income), lifestyle (e.g. basic living, moderate living and
extravagant living) and external factors (e.g. weather, regulations and the environment).
Therefore, MEC is a very useful approach for exploring the psychological factors involved in
consumer behaviour and has been used by scholars in the tourism field (McIntosh and
Thyne, 2005; McDonald, Thyne and McMorland, 2008), including naturebased experiences
(Klenosky et al., 1998; Frauman and Cunningham, 2001). The purpose of the following
conceptual framework is to explore, in the context of leisure travel, how experience
attributes provide the preferred benefits to tourists and satisfy their experience value/goal.
The conceptual framework (Figure 3.1) is considered to provide a directed, hierarchically
organized structure of the interconnected levels of travel experience desired by the tourist.

Figure 3-1: Theoretical framework of this study

Source: Visitor Experience Design (2017)

5. Research Aims, Questions and Methodology

The purpose of this study is to explore motivations which influencing tourists’ local food
consumption during their holiday. The specific research aims, questions, and hypotheses
are:

4.1 Research Aims

This study therefore responds to a need for further empirical research to identify the
motivational drivers influencing tourist experiences, and how destination attributes deliver a
tourist their preferred experiences and satisfy their needs at the value level.
1. To better understand tourist’s purchase intentions concerning Australia local food by
applying the means-end chain theory.
2. To explore the key motivational drivers that influence tourists’ purchase intentions
concerning local food.
3. To identify how destination attributes deliver a tourist their preferred experiences and
satisfy their needs at the value level.
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4.2 Research Questions

1. Is there a significant connection between key motivational drivers and the Australia local
food purchase intention?
2. How experience attributes provide the preferred benefits to tourists and satisfy their
experience value/goal?

4.3 Overview of Methodology

Choice of location for research

fast development and expansion of gastronomy sector in Queensland has established itself
firmly in tourism industry in Australia. However, the restaurateurs and development of
gastronomy products quality mainly depends on the intuitive decisions of restaurateurs.
How tourists feel about gastronomy in Queensland have not been systematically examined
so far. Therefore, it is now critical to evaluate how gastronomy are received by the tourists,
whose experience and satisfaction are mostly needed for providing implications for
investors, entrepreneurs, and other stakeholders, to further develop this gastronomy
sector. Hence, it is important to understand and meet the needs and desires of tourists in
the context of gastronomic experiences. This can help tourism professionals to pay more
attention what tourists may desire to experience when they visit a destination and motivate
the tourists to revisit a destination. Thus, further research into tourist experiences and
motivation in food tourism will provide opportunities for marketers and regulators to
develop more appropriate products for tourists.

This study implements an exploratory mixed methods research approach, based on the
researcher’s philosophical stance, to achieve the research aim and to explore the research
objectives. A sequential exploratory design is adopted with both qualitative and quantitative
methods used to collect data.
Phase one, a literature review will be undertaken focusing on the culinary tourism
phenomenon. It relates to the major factors that have contributed to the increased
interesting culinary tourism; and the concept of culinary tourism and its various definitions.
Hence, a literature review on strategic measures adopted by the gastronomy chains will be
undertaken focusing on increasing the quality experience with gastronomy in the
destination.
Phase two, to build inventory of local foods of the Queensland, the self-report method
together with eye tracking method (psychophysiological method) will be undertaken
focusing on the menus of 16 restaurants in Queensland across a range of tourism locations
as Brisbane, Gold Coast, Sunshine Coast and TNQ. Many tourists’ first experience with local
or regional food and wine is often far removed from its place of production, occurring at
their hotel or at a restaurant. In this context the restaurant and catering sector represents a
significant opportunity to facilitate the development of a regional culinary image and,
thereby, an increased use of regional produce (Hall et all, 2003).
Phase three, to find out inclusion level of local food in restaurants, a document review
method was is usually employed (Patton, 2002; Sterk and Elifson, 2004). Therefore, all the
menus of restaurants in Queensland are reviewed and researchers will carefully noted total
menu items and local foods, which are included in the menu.
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Phase four, this study identifies the local food consumption motivations of tourists
during their holiday. It is importance to identify culinary tradition which creates
opportunities to attract tourists with a new specific element (Brokaj, 2014). A questionnaire
survey way will be employed to 240 international tourists which visiting to Queensland. The
study will focus on the potential respondents from China, NZ, UK, Japan, USA and Germany
which recorded the top source markets for Queensland. The instrument used to collect the
data is a questionnaire which will be developed and modified by the researchers. Questions
are divided into five ranks based on Likert scale ranging from that is including: (1=strongly
disagree to 5=strongly agree). The survey time will be taken around 3 months.
The questionnaire had three parts. In the first part the study was focused on the
demographic factors of participants. The second part contained 20 statements that were
linked to a 5-point Likert Scale (1=strongly disagree to 5=strongly agree) to identify what
kind of motives impact tourists local food choose on their holiday. And at the end there are
some questions regarding the expectations of tourists’ from restaurants.

4.4 Contribution of this Research

Previously, there have been many attempts in the literature to explore tourist’s
motivations for purchasing local food, however, Kim, Eves and Scarles (2009) point to the
fact that research in the field is in its infancy and its basic tenets is still being established.
The need for research on this important aspect of hospitality and tourism has been urged by
a number of researchers (Chang et al., 2010; Cohen & Avieli, 2004; Stewart, Bramble, &
Ziraldo, 2008). Au and Law (2002) contend that tourist food demand tends to be inelastic.
Other studies indicate that food consumption expenditure can constitute up to one-third of
the total tourist expenditure (Telfer & Wall, 2000). Hence, the economic benefits brought by
tourist food consumption can significantly affect the economic viability and sustainable
competitiveness of a destination and the hospitality businesses operating in the locality.
Therefore, motivation is an important concept in the study of tourism experiences,
although scholars discussing tourist experiences have largely probed the relationship
between motivation and tourist experiences, with particular emphasis on their implied
deterministic notions (Gomez-Jacinto et al., 1999). People are motivated to travel to obtain
experiences related to their goals, and their motivations also drive their value perception of
destination experiences (Duman and Mattila, 2005). The study of motivation in relation to
local food can provide insights for stakeholders and marketers keen to develop their
respective food tourism market. Understanding potential consumers’ desires, allows local
governors and tourism authorities to develop more appropriate policies, products, and
marketing strategies to cater for the needs and wants of tourists. Hence, with the purpose
of exploring tourist’s local food buying motivation, this study will help to gain a better
understanding of food choice from a tourist’s perspective. This, in turn, can provide local
governors and tourism authorities with practical advice regarding marketing strategies and
promotion of their local food to visitors. From the perspective of restaurateurs, they should
understand the expectations of tourists and provide satisfactory service and products by
bringing to light peculiar foods of area with new flavors and authentic ingredients

This study will also contribute to the theoretical understanding in the field of food
tourism research. This study will use the Means-end Chain (MEC) Theory to capture the
motivational antecedents of tourists’ experiences and and confirm that this theory is
 Regina Pricilla

appropriate in in gaining an insight into the motivations which influencing tourists’ local
food consumption during their holiday. Although various scholars have explored aspects of
the MEC approach, most MEC research was conducted for consulting purposes to address
practical marketing problems (Olson and Reynolds, 2001). Thus, it should be admitted that
there are still some methodological and theoretical issues unresolved in MEC theory. For
example, more empirical studies are needed to address problems such as the comparison of
different forms of attribute elicitation, while the impact of situational specificity requires
more rigorous statistical treatment (Grunert and Bechmann, 2001). Should researchers
collect sufficient data and conduct research with rigorous processes, it is believed that all
the above challenges are inherently solvable (Grunert and Bechmann, 2001).

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