A trip down memory lane to travellers’ food experiences
Anam Afaq, Loveleen Gaur, Gurmeet Singh
Abstract
Purpose Research on food tourism has a significant impact on destination attractiveness. However, components interfacing food experiences and memory are under-researched topics in food tourism literature. Therefore, this study aims to present a framework based on the components of rememberable food experiences while travelling through the lens of the diffusion of sensory stimulation. Design/methodology/approach This study adopted a qualitative application of “Memory-Work”, a social constructionist archetype suggested for food tourism-related research. A survey was conducted, and the respondents were asked an open-ended question. Findings The analysis found the components instigating these food experiences: Peculiar food and drink experience, setting/geographical location, companions and social interactions, celebrating occasions and touristic components (e.g. serendipitous travel experience and food nostalgic memory). Predominantly, rememberable food tourism experiences are more explicit than memorable tourism experiences. Research limitations/implications The components mentioned in this framework illustrate that various food-related experiences should be involved in destination marketing. Service providers could use these components to create unique destination stories. Originality/value This study is the first to present a newly developed framework for food tourism service providers that incorporates sensory impressions with food memories to explore the connection between food memories associated with a destination.