Jul 29th, 4:30 PM - 5:30 PM
Understanding Culinary Tourists: Segmentations based on Past Culinary Experiences and Attitudes toward Food-related Behaviour
This study segments the market for culinary tourists using two approaches. The first uses a combination of the level of participation in culinary experiences and food-related activities as prime motivators and results in four distinct segments (deliberate, opportunistic, accidental, and uninterested culinary tourists). The second is based on attitudes toward food-related behaviors at home and when traveling and three culinary tourist groups are highlighted (culinary-balanced, culinary-oriented, and familiarity-oriented tourists). In addition, this study compares differences and identifies the relationships between the two methods of segmenting culinary tourists. Findings indicate that a strong relationships exists between attitudes and behaviors, and suggest that culinary experiences at destinations (level of participation in food-related activities and activities as the prime motivator) are highly related to attitudinal, psychological, perceptional, and other behavioral factors. Further, the deliberate and opportunistic culinary tourists are equally significant in terms of market size, the economic contribution the segment has for the destination, and cultural/social interaction with communities.