Title

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

Authors

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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