Gastronomic tourism and culinary tourism are often used interchangeably and they refer to trips made to destinations where the local food and beverages are the main motivating factors for travel. It is also known as food tourism or tasting tourism (Manolis,2010). Eric Wolf, president of the International Culinary Tourism Association (2010) states that, culinary tourism is defined as “the pursuit of unique and memorable eating and drinking experiences”. Researcher from the University of Brasov, Codruta Adina Baltescu (2016) refers to food tourism as “ the participation of tourists in food-related activities during a trip, such as purchasing local foods and consuming local cuisines.”
Food has been recognized as an effective promotional and positioning tool of a destination through food tourism (Karim, 2010). Everett and Aitchison (2008) postulate that food tourism can enrich the identity of destinations because it is strongly related to ways of life, local production, cultural celebration, and heritage. There is a significantly growing number of tourists who travel to destinations to taste unique and authentic culinary products (Karim and Chi, 2010). As a result, this type of tourism can be used as an important tool for hotel and restaurant sales and marketing activities to add uniqueness to the tourism destination (Everett and Aitchison, 2008). As it relates to Jamaica, Jamaican cuisine is known and enjoyed across the world for its exotic flavours. An authentic Jamaican cuisine is a combination of foods from different cultures and people including Tainos, Africans, Europeans, Chinese and Indians. As each group of people came to Jamaica, they brought their own way of cooking, leaving their delectable and indelible contribution to Jamaica’s culinary heritage (JIS, 2014). In a recent interview, the Minister of Tourism, Edmund Bartlett had said that “Jamaica is uniquely poised to tap into the US$150-billion international gastronomy market. Jamaican food, rum and music are all critical ingredients in the building out of this gastronomy experience”(The Gleaner, 2016). Jamaica is fortunate to be blessed with culinary delights born out of the rich diversity of its heritage, and that "this fusion of cultures has created a melting pot of gastronomic wonders that make us ideally positioned to take advantage of the growing phenomenon of culinary travel". (Bartlett, 2016) Studies have shown where food is a motivating factor for tourist travels (Stewart, Bramble, & Ziraldo, 2008;Park et al., 2008). Food tourism shaped gastro destinations such as France, Italy and California (Yeoman, 2008). The Caribbean, which Jamaica is apart of, is well known for its white-sand beaches and warm climate. Jamaica’s food and culture are given mention, but not to the extent in which it is a focal point to help drive Jamaica’s marketing strategy to attract tourists (Taylor, 2012). In a 2013 survey done by the Jamaica Tourist Board, measuring visitor expenditure in Jamaica, it was shown that twenty five percent (25%) of travellers’ expenditure was spent on food and beverage,of …show more content…
Similarly, The International Culinary Tourism Association states that on average, food travellers spend around US $1,200 per trip, with over one-third (36% or $425) of their travel budget going towards food-related activities. Those considered to be “deliberate” food travellers (i.e. where culinary activities are the key reason for the trip) tend to spend a significantly higher amount of overall travel budget (around 50%) on food-related activities (Banerjee,
Food has been recognized as an effective promotional and positioning tool of a destination through food tourism (Karim, 2010). Everett and Aitchison (2008) postulate that food tourism can enrich the identity of destinations because it is strongly related to ways of life, local production, cultural celebration, and heritage. There is a significantly growing number of tourists who travel to destinations to taste unique and authentic culinary products (Karim and Chi, 2010). As a result, this type of tourism can be used as an important tool for hotel and restaurant sales and marketing activities to add uniqueness to the tourism destination (Everett and Aitchison, 2008). As it relates to Jamaica, Jamaican cuisine is known and enjoyed across the world for its exotic flavours. An authentic Jamaican cuisine is a combination of foods from different cultures and people including Tainos, Africans, Europeans, Chinese and Indians. As each group of people came to Jamaica, they brought their own way of cooking, leaving their delectable and indelible contribution to Jamaica’s culinary heritage (JIS, 2014). In a recent interview, the Minister of Tourism, Edmund Bartlett had said that “Jamaica is uniquely poised to tap into the US$150-billion international gastronomy market. Jamaican food, rum and music are all critical ingredients in the building out of this gastronomy experience”(The Gleaner, 2016). Jamaica is fortunate to be blessed with culinary delights born out of the rich diversity of its heritage, and that "this fusion of cultures has created a melting pot of gastronomic wonders that make us ideally positioned to take advantage of the growing phenomenon of culinary travel". (Bartlett, 2016) Studies have shown where food is a motivating factor for tourist travels (Stewart, Bramble, & Ziraldo, 2008;Park et al., 2008). Food tourism shaped gastro destinations such as France, Italy and California (Yeoman, 2008). The Caribbean, which Jamaica is apart of, is well known for its white-sand beaches and warm climate. Jamaica’s food and culture are given mention, but not to the extent in which it is a focal point to help drive Jamaica’s marketing strategy to attract tourists (Taylor, 2012). In a 2013 survey done by the Jamaica Tourist Board, measuring visitor expenditure in Jamaica, it was shown that twenty five percent (25%) of travellers’ expenditure was spent on food and beverage,of …show more content…
Similarly, The International Culinary Tourism Association states that on average, food travellers spend around US $1,200 per trip, with over one-third (36% or $425) of their travel budget going towards food-related activities. Those considered to be “deliberate” food travellers (i.e. where culinary activities are the key reason for the trip) tend to spend a significantly higher amount of overall travel budget (around 50%) on food-related activities (Banerjee,