FOOD TOURISM AS A VIABLE MARKET SEGMENT: IT'S ALL HOW YOU COOK THE NUMBERS!

    Authors

    B. McKercher; F. Okumus;B. Okumus

    Comments

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    Abbreviated Journal Title

    J. Travel Tour. Mark.

    Keywords

    Food tourism; destination marketing; special interest tourism; urban; tourism; Hong Kong; Hospitality, Leisure, Sport & Tourism

    Abstract

    This study examines whether food is a special interest or mainstream tourism product. Much of the research on special interest tourism examines the activity in isolation of the broader suite of products available in the destination mix. Such a myopic approach may produce impressive looking numbers, but may not define viable market segments. Instead, based on their research findings, the authors argue that a more holistic approach is required to examine food tourism within the context of other products in the destination to determine its value. Overall, this study suggests that consuming food may be a ubiquitous activity for most visitors to sophisticated urban destinations and may not be representative of a specialist segment.

    Journal Title

    Journal of Travel & Tourism Marketing

    Volume

    25

    Issue/Number

    2

    Publication Date

    1-1-2008

    Document Type

    Article

    Language

    English

    First Page

    137

    Last Page

    148

    WOS Identifier

    WOS:000207741000003

    ISSN

    1054-8408

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