Marketing gastronomic tourism experiences
Saurabh Kumar Dixit
Abstract
The onset of the experience economy has resulted in differentiated patterns of consumption, especially in hospitality and tourism. Tourists now travel more in search of novel experiences, validation of their personality and realization of their self-worth. Travelers’ gastronomic experiences are multi-faceted and influential on many levels and they hold a dynamic characteristic that warrants scholars’ and marketers’ attention. As gastronomic tourism is gaining importance, food is now considered a key element in formulating destination-marketing strategies. The chapter elaborates the origin of gastronomic experiences, tourism experience co-creation through gastronomy, authenticity in gastronomic tourism experiences and understanding of food consumption behavior. The chapter also encompasses a case study of Tea Tourism in Meghalaya (India), highlighting the tea tourism potential of this tiny North-Eastern state of India.