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GASTRONOMY AND TOURISM -THE IMPACT OF FOOD EXPERIENCES ON

TOURIST PERCEPTIONS OF A DESTINATION

Conference Paper · January 2024

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International Multidisciplinary Conference "Challenges of
Contemporary Higher Education" - CCHE 20224

GASTRONOMY AND TOURISM - THE IMPACT OF FOOD

EXPERIENCES ON TOURIST PERCEPTIONS OF A DESTINATION
1

Abstract: This study explores the dynamic interplay between gastronomy and tourism, examining how culinary
experiences shape tourists' perceptions of a destination. By employing qualitative and quantitative methodologies,
the paper delves into the extent to which local cuisine influences turist perception of a destination. The findings
reveal that authentic food experiences are pivotal in creating a positive image of the locale, significantly affecting
tourists’ choices, and fostering cultural appreciation. The research highlights the transformative potential of
gastronomy in tourism, suggesting that it serves not only as a cultural expression but also as a strategic asset in
destination marketing.

Key words: gastronomy, tourism, food experiences, food impact, tourist, perception, destination.

1. INTRODUCTION
Gastronomy, as a concept, is notoriously difficult to encapsulate and define with precision. Although
there is a broadly accepted understanding of the term 'gastronomic' - which relates to the culinary profile
of a nation or region (encompassing the types of food and beverages produced and consumed), the
distinctive gastronomic products (unique food items and beverages specific to a country, region,
restaurant, or chef), and gastronomic tourism (a variant of tourism concentrated on culinary and
beverage experiences), the essence of gastronomy itself remains somewhat intangible [1].
Lexicons often articulate gastronomy as the art or science associated with fine eating. This emphasis on
art and science is practically manifested through expertise and knowledge, aligning seamlessly with the
etymology of the word. To the best of historical knowledge, 'gastronomy' was first utilized in ancient
Greece. Notably, in the 4th century BC, the Sicilian Greek Archestratus is credited with authoring what
is arguably the earliest guide to food and wine in the Mediterranean; 'Gastronomia' is cited as one
potential title for his work. Archestratus' manuscript does not exist in its entirety today, only as scattered
excerpts within the writings of Athenaeus circa 200 AD. Archestratus remains a figure shrouded in
mystery, yet it is documented that he extensively explored the ancient Mediterranean in a quest to
unearth the finest culinary delights and libations, thereby establishing an archetypal connection between
gastronomy and travel [2]
(gastronomy), as Athenaeus inscribed, then the contents are in complete harmony with the word's
etymology. 'Gastro -' pertains to the stomach and by extension the entire digestive tract, commencing at
the mouth, while 'nomos' signifies law or regulation. Consequently, gastronomy pertains to the norms
or codes concerning culinary consumption. From this linguistic root, the domain of gastronomy can be
inferred to encompass counsel or direction on what to consume (and imbibe), the quantity, the
methodology, the setting, the timing, the rationale, the form, and the combination. This guidance
facilitates the mastery and comprehension inherent to the culinary arts, congruent with both
lexicographical definitions and contemporary interpretations of gastronomy.
Gastronomy tourism, also known as culinary tourism, has grown exponentially as a niche within the
broader travel industry, becoming a significant part of the tourist experience and an influential factor in
the choice of travel destinations [3]. It involves the pursuit of unique and memorable eating and drinking
experiences, connecting travelers more intimately with the essence of the locales they visit. This form
of tourism not only satisfies the palate but also engenders a deeper understanding of the region's cultural
fabric, history, and culinary traditions. The allure of gastronomy tourism lies in its ability to offer an
authentic taste of place [4]. Through regional dishes prepared with local ingredients, culinary tourists
gain insight into the geographic and cultural landscapes that shape local cuisines [5]. It provides a

1 Phd, Academy of Applied Studies -The College of Hotel Management, Kneza Višeslava 70, milos.zrnic@vhs.edu.rs
International Multidisciplinary Conference "Challenges of
Contemporary Higher Education" - CCHE 20224

tangible link to the biodiversity of the region, the climate,

and the ingenuity of its inhabitants in crafting dishes that tell a story of survival, celebration, and
community [6]. Moreover, gastronomy tourism has the power to stimulate local economies. It
encourages the preservation of traditional farming and food preparation techniques, supporting artisan
producers and small-scale farmers [7]. It can drive the creation of food markets, cooking schools, farm-
to-table restaurants, and food festivals, each serving as a focal point for cultural exchange and economic
development [8]. As travelers increasingly seek experiences over souvenirs, gastronomy tourism also
offers a platform for sustainable tourism practices. It emphasizes the importance of sustainability in the
food chain, prompting tourists to consider the environmental impact of their food choices and the
importance of preserving local ecosystems. This consciousness aligns with the slow food movement and
the push towards more ethical consumption patterns.
For well-traveled individuals accustomed to numerous vacation encounters, these experiences
frequently become their reality. The perception of a destination, its cultural identity, and its culinary
delights often take precedence over, or may even replace, the tangible reality [9]. Within this framework,
a key role of the local foodservice sectors is to deliver the anticipated sensations and emotions that
individuals feel entitled to experience during their holidays or travels [10]. Experiencing delight is a
fundamental aspect of any holiday, with activities such as eating out or embarking on culinary and wine
tours intended to be enjoyable and unforgettable elements of the trip. Indeed, the significance of food
and gastronomy is so pronounced that they often become central to the promotion of certain tourist
locales. Nonetheless, a growing number of travel destinations are becoming highly desirable due to their
distinctive culinary offerings. The framework illustrating the interplay between tourism and gastronomic
lifestyles categorizes tourists' attitudes and inclinations towards food and beverage into four types —
those who engage in gastronomy for recreation, for existential experiences, for diversion, and for
exploration [11].
Educational components are often integrated into gastronomy tourism, with cooking classes, wine
tastings, and food tours providing hands-on learning experiences. These activities not only enhance the
tourist's skills and knowledge but also foster a sense of appreciation for the complexity and artistry
involved in local culinary practices. The narrative of gastronomy tourism is not complete without
acknowledging its challenges, such as the potential for over-tourism and the commodification of cultural
food experiences. As such, there is an increasing call for responsible gastronomy tourism that respects
local traditions, supports authentic experiences, and ensures that the benefits of tourism are equitably
distributed within the community.

2. METHOLOGY
Combined research involves integrating both primary and secondary sources of data, specifically
employing both quantitative and qualitative approaches, to yield results that are more thoroughly
validated, more dependable, and more impartial. Some of the research questions were formulated based
on study by [1].
The initial purpose of the research was to determine etc. Only 300 questionnaires that were filled out,
214 were fully completed and were suitable for inclusion in the analysis. The online survey was
conducted in October 2023. Question were published on social platform LinkedIn. Excel 2019 version
was used.
Participants had the chance to indicate their level of agreement or disagreement with each statement,
typically using a five-point Likert scale (1 - strongly agree, 5 - strongly disagree). In addition to the
online questionnaire, two research question were formulated below.

RQ1. Does local culinary experiences influence tourists' perceptions of a destination?

RQ2. How significantly do you believe gastronomy influences your perceptions of a tourist destination?
International Multidisciplinary Conference "Challenges of
Contemporary Higher Education" - CCHE 20224

Table 1. Gender Distribution

Row Count of
Labels Gender
Female 31
Male 183
Total 214
Source: author’s research
The total number of respondents is 214, comprised of 31 female and 183 male participants.
Table 2. Education level of respondents
Education Count of
Education
College 87
Faculty 27
High School 49
Master 49
PhD 2
Source: author’s research
The total number of respondents, based on their educational background includes 87 individuals with
college education, 27 with a faculty degree, 49 with a high school diploma, 49 with a master's degree,
and 2 with a PhD.
Table 3. Respondents age
Row Labels Age
18-26 42
27-40 44
41-60 117
61+ 11
Source: author’s research
This is broken down into 42 individuals aged 18-26, 44 individuals aged 27-40, 117 individuals aged
41-60, and 11 individuals aged 61 and above.
Table 4. Respondents' reasons for initial visit to destination
What is the main purpose N
for visiting a destination
for the first time?
Holiday/pleasure 121
Stopover 18
Business/meeting 19
For the food 40
Visiting friends or relatives 16
Grand Total 214
Source: author’s research

The total number of respondents, categorized by the purpose of their visit, consists of 121 individuals
traveling for holiday/pleasure, 18 on a stopover, 19 for business/meetings, 40 specifically for the food,
and 16 for visiting friends or relatives.
International Multidisciplinary Conference "Challenges of
Contemporary Higher Education" - CCHE 20224

Table 5. Gastronomy's impact on tourist perception of a destination

Does local culinary experiences influence tourists' perceptions

of a destination?': 3 appears most often.
100
88
90
80
3 70
57
5 60
50 41
4
40
1
30
2 16
20 12
10
0
2 1 4 5 3

Source: author’s research

Based on the data collected from the survey responses, the majority of participants concur that culinary
experiences influence the overall satisfaction and subsequent destination loyalty of tourists, with a modal
response 3 appears most often, on the Likert scale indicating middle agreement. On the other side, a
minimal number of respondents 12 in total, selected the lowest rating of 2, denoting strong disagreement
with the RQ1.
Table 6.

How significantly do you believe gastronomy influences your

perceptions of a tourist destination.': 5 appears most often.
120
102
100

5 80
2
60
4 48
1 40
27
3 23
20 14

0
3 1 4 2 5

Source: author’s research

Based on the data collected from the survey responses, the majority of participants concur that
gastronomy plays a significant role in tourist percetion of a destination, with a modal response of 5 on
the Likert scale indicating strong agreement. Conversely, a minimal number of
International Multidisciplinary Conference "Challenges of
Contemporary Higher Education" - CCHE 20224

respondents, 23 in total, selected the lowest rating of 1, denoting strong disagreement with the statement
RQ2.

3. CONCLUSION
The research incorporated a mixed-methods approach, blending both primary and secondary
data, and employing quantitative and qualitative strategies to enhance the reliability, validity,
and objectivity of the outcomes. Drawing inspiration from [1], the research initially aimed to
investigate specific phenomena. Out of 300 filled questionnaires, 214 were completed
accurately and thus included in the final analysis. Survey was executed in October 2023,
disseminated via LinkedIn, and analyzed using Excel (2019). The respondents rated their
agreement with the statements on a five-point Likert scale, where 1 indicated strong agreement
and 5 indicated strong disagreement.
In conclusion, the research undertaken has made significant strides in elucidating the
relationship between gastronomy and tourism, and its effect on tourist perceptions of a
destination. The mixed-methods approach employed in this study, drawing on both primary and
secondary data, has allowed for a comprehensive analysis that strengthens the validity and
reliability of the findings. By incorporating quantitative data from 214 fully completed
questionnaires and qualitative insights from a preliminary survey, the study offers a robust
understanding of the current landscape.
However, several limitations must be acknowledged. First, the reliance on self-reported data
from questionnaires can introduce biases such as social desirability or recall bias. Future
research could benefit from incorporating more objective measures of tourist behavior and
perception, possibly through observational studies or the use of big data analytics to track real-
time interactions with gastronomic experiences.
Second, the sample size, while adequate, limits the generalizability of the findings. The research
could be expanded with a larger and more diverse sample to enhance representativeness.
Additionally, the use of LinkedIn as the sole platform for disseminating the survey may have
introduced selection bias, as the user demographic of LinkedIn does not comprehensively
represent the broader tourist population. Future studies might consider a multi-platform
approach for data collection to capture a wider audience.
Third, while the use of Excel 2019 facilitated data analysis, the employment of more
sophisticated statistical software could offer deeper insights, particularly in modeling complex
relationships between variables and in conducting multivariate analyses.
Future studies could look to newer frameworks or develop an original model that factors in
contemporary trends in gastronomy and tourism.
In light of these findings and limitations, it is recommended that subsequent research should
aim to address these gaps. Investigating the impact of gastronomy on tourism through a
longitudinal study could provide insights into how these perceptions evolve over time.
Furthermore, exploring the role of gastronomy in tourism within different cultural contexts and
its potential socio-economic impacts on the destination could enrich the literature. The
integration of sensory marketing within the gastronomic experiences and its influence on
destination percetion is yet another avenue ripe for exploration.
Finally, this study underscores the importance of gastronomy in tourist perception on
destination. It suggests that destination marketers should not only promote the local cuisine but
also create immersive gastronomic experiences that can significantly enhance the tourists'
overall perception of the destination. Future strategies could focus on the development of
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International Multidisciplinary Conference "Challenges of

Contemporary Higher Education" - CCHE 20224

sustainable gastronomic tourism that preserves local

traditions while fostering economic growth.
Besed on opinion of the respondents, it can be concluded that culinary experiences do shape to
a certain level tourist's perception of a destination by offering unique sensory encounters that
reflect the local culture and traditions. Engaging with the regional cuisine can deepen the
visitor's connection to the place, often leaving a lasting impression that defines their overall
travel experience.
In conclusion, while this research has provided valuable insights, it also opens the door to a
multitude of opportunities for further investigation to comprehensively understand the
multifaceted nature of gastronomy in the tourism industry.

4. REFERENCES
[1] Kivela, J., & Crotts, J. C. Tourism and gastronomy: Gastronomy's influence on how tourists
experience a destination. Journal of hospitality & tourism research, 30(3), 2006. 354-377.
[2] Hjalager, A. M., & Richards, G. (Eds.). Tourism and gastronomy. Routledge.
Guzel, B., & Apaydin, M. (2016). Gastronomy tourism: Motivations and destinations. Global issues and
trends in tourism, 2003. 394.
[3]
Slovenica, 61(1), 2021, 95-105.
[4]
in tourism, travel and 2018.
[5]
and Montenegro in the function of destination branding. BizInfo (Blace) Journal of Economics,
Management and Informatics, 14(1), 2023, 25-32.
[6]
function of promotion of Serbia as 2021, 47-55.
[7]
Hotel Link, 2016, 27-28.
[8] Folgado-Fernández, J. A., Hernández-Mogollón, J. M., & Duarte, P. Destination image and
loyalty development: the impact of tourists’ food experiences at gastronomic events. Scandinavian
Journal of Hospitality and Tourism, 17(1), 2017, 92-110.
[9] Martin, C. A., Izquierdo, C. C., & Laguna-Garcia, M. (2021). Culinary tourism experiences:
The effect of iconic food on tourist intentions. Tourism Management Perspectives, 40, 2021, 100911.
[10] Mora, D., Solano-Sanchez, M. A., Lopez-Guzman, T., & Moral-Cuadra, S. (2021). Gastronomic
experiences as a key element in the development of a tourist destination. International Journal of
Gastronomy and Food Science, 25, 2021, 100405.
[11] Antón, C., Camarero, C., Laguna, M., & Buhalis, D. Impacts of authenticity, degree of
adaptation and cultural contrast on travellers’ memorable gastronomy experiences. Journal of
Hospitality Marketing & Management, 28(7), 2019, 743-764.