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Co-Creation of Destination Image and Food Tourism of the Emerging Economies

Co-Creation of Destination Image and Food Tourism of the Emerging Economies

Rahmat Hashim (Taylor's University, Malaysia) and Mohd Raziff Jamaluddin (Universiti Teknologi MARA, Malaysia)
Copyright: © 2022 |Pages: 14
DOI: 10.4018/978-1-7998-9148-2.ch013
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Abstract

The changing foodscape in society has redefined the role of food beyond the biological needs for survival. Food has always played an essential role in travel experiences; nevertheless, the concept of visiting a place just for its food is claimed to be a recent phenomenon. With the break-out of the COVID-19 pandemic, food tourism and branding have been affected worldwide, including Malaysia. Based on the literature review related to food tourism during the pandemic period, this chapter attempts to contribute to the food tourism literature by combining the concept of co-creation and image building. The Malaysian tourism industry needs to be transformational to continue playing a vital role in the economy in the endemic period. Food tourism that combines cultural and heritage, experience, and sustainable aspects co-created between relevant parties will become the critical success factor to educate and offer a meaningful experience to tourists in terms of heritage and traditional food.
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Food Tourism

Omar et al. (2020) noted that food, gastronomy, or culinary tourism originated from the same concept and evolved into a significant cultural indicator for a tourism destination and has become an essential part of sustainable destination image development. Specifically, promoting regional food through tourism has the potential for local economic prosperity. Wolf describes:

Tourism inter-linked with local foods helps support the livelihoods of local agricultural producers and promotes the maintenance of high quality and purity in food and drink. When tourists fill otherwise empty restaurant tables, more sales are made. more profit, and more capital to reinvest in the community (Wolf, 2002, p. 11).

Hall and Mitchell (2001,p. 308) define food tourism as the

…visitation to primary and secondary food producers, food festivals, restaurants and specific locations for which food tasting and/or experiencing the attributes of specialist food production regions are the primary motivating factor for travel.

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