Creating, Managing and Marketing Gastronomy Experiences in Hospitality and Tourism
Call for papers for: International Journal of Contemporary Hospitality Management
Fevzi Okumus, University of Central Florida, USA, [email protected]
Gastronomy experiences are increasingly becoming major drivers of tourism flows worldwide as they allow travelers to get more familiar with the local culture and traditions of the places visited (Björk & Kauppinen-Räisänen, 2016; Bresciani, 2017; Choe & Kim, 2019; Horng & Tsai, 2010). As such, gastronomy experiences have propelled gastronomic hospitality and tourism experiences which are attracting the attention of a high and expanding number of hospitality and tourism firms (Skift, 2019) and fostering regional tourism development.
Gastronomic tourism experiences entail the visit to food-themed events and festivals, primary and secondary producers, cooking classes, restaurants and places for which food tasting are the prevailing travel motivating factors (Hall & Sharples, 2003). Research on this socio-cultural and economic phenomenon has been consolidating (Henderson, 2009) over more than three decades as an area of tourism research (Ellis et al., 2018), often named interchangeably “gastronomic tourism”, “culinary tourism” and “food tourism”. Demand for gastronomy experiences is increasing and its drivers have been ascribed mostly to the quest for intangible heritage, authenticity and culture of the visited place as well as engagement of tourists in food-related activities. In a growing number of cases, travelers perceive gastronomy as critical to destination choices (Björk & Kauppinen-Räisänen, 2016) and seek gastronomy-related information before their trips. In other cases, gastronomy is an important component of a wider hospitality and tourism experiences.
While the disciplinary perspectives adopted in the study of gastronomy experiences entail management, socio-cultural studies, geography and culture (Ellis et al., 2018), this Special Issue aims to offer a better understanding of gastronomic experiences from a managerial perspective. From a marketing perspective, tourism studies have examined several aspects related to consumer behavior such as motivational, demographic and physiological factors (Kim et al., 2019), perceptions and satisfaction (e.g., Lin & Chen, 2014), preferences (Lee et al., 2015), market segmentation (e.g., Ignatov & Smith, 2006), destination marketing and management (e.g., Lai et al., 2019). However, as information search and booking/purchase are increasingly affected by digital technologies and platforms and electronic word of mouth (Mariani et al., 2019), research on gastronomy hospitality and tourism consumer behavior and market segmentation in online settings is rather scant. Furthermore, travelers’ health-related motivations (e.g., Kim et al., 2013) have rarely been the object of hospitality and tourism marketing studies. From a destination marketing and management perspective, in depth aspects of the marketing mix that destination marketers currently adopt in addition to balancing local and international cuisines (Okumus et al., 2007) need more conceptual and empirical examination.
From a strategic management and innovation management point of view, not much attention has been paid to business models in creating gastronomy experiences, except for e-commerce models (Huang et al., 2009) and innovation of some features of gastronomy tourism products (Meneguel et al., 2019). Similarly, not enough space has been devoted to the role of entrepreneurs in identifying and exploiting opportunities brought about by the emergence of gastronomic tourism (Henderson, 2009; Rachão et al., 2020; Vrontis et al., 2016) and more generally entrepreneurship in food hospitality and tourism firms, apart from a few contributions (Mykletun & Gyimóthy, 2010). Last, to stage compelling gastronomy experiences it is necessary for hospitality and tourism stakeholders including policy makers to partner with each other: as such, studies investigating partnerships and business networks both within destinations and across destinations (Mariani et al., 2014) are needed to further develop extant literature (Mykletun & Gyimóthy, 2010).
As far as the consequences and impacts of gastronomy experiences are concerned, the body of research in hospitality and tourism is rather limited and related to a few studies on socio-cultural impact (e.g., Everett & Aitchison, 2008), environmental impact (Hjalager & Johansen, 2013), and economic impact (James & Halkier, 2016). While trip satisfaction impact (e.g., Stone et al., 2019) and destination marketing and branding impact (e.g., Lee & Arcodia, 2011) have been examined as well, much remains to be explored in terms of the economic and managerial impact of gastronomy tourism at a micro-meso-macro level. For instance, gastronomy tourism is inextricably linked to tourist shopping (Lin & Mao, 2015) that can exert a positive impact on the local economies but also contribute to jeopardize the sustainability of local ecosystems and food supply chains: as such sustainable food tourism development and management needs further investigation. We particularly welcome empirical studies adopting qualitative, quantitative and mixed methods. An indicative list of topics is provided below.
Indicative list of topics
A partial and indicative listing of topics that contributors may wish to address would include:
- Gastronomy experiences’ consumer behavior in offline and online settings;
- Gastronomy experiences’ consumption and pro-sumption drivers and behaviors;
- Gastronomy value chains;
- Entrepreneurship and gastronomy experiences in hospitality and tourism;
- Business models underpinning the creation of gastronomy experiences;
- Value creation, co-creation and appropriation in gastronomic tourism;
- Gastronomy experiences and technological transformation of hospitality and tourism;
- Technological aspects in gastronomy experiences creation processes;
- Technologies to stage and strengthen compelling gastronomy experiences in hospitality and tourism;
- Gastronomy experiences and economic impacts for hospitality and tourism;
- Sustainable gastronomy experiences creation and management;
- Gastronomic tourism and destination and hospitality firms’ competitiveness and sustainability;
- Gastronomic tourism and hospitality and tourism marketing;
- Gastronomic experiences and shopping tourism.
Prospective authors are strongly encouraged to contact the special issue editors regarding potential topics of interest or any questions/suggestions regarding the special issue to Marcello Mariani ([email protected]) and Stefano Bresciani ([email protected]). Abstracts (up to 750 words) should be submitted directly to the guest editors via email ([email protected]) by 15 May 2021.
Abstracts must be concise and to the point, with appropriate references. Full papers must be submitted by 15 September 2021 through ScholarOne Manuscripts: https://mc.manuscriptcentral.com/ijchm Please select the correct issue to submit to: “Creating, Managing and Marketing Gastronomy Experiences”. Author guidelines for IJCHM can be found at:
Each paper submitted to this special issue will be subject to the following review procedures:
- It will be reviewed by the guest editors for general suitability for this special issue.
- If it is judged suitable, three reviewers will be selected for a rigorous double-blind review process.
- Based on the recommendation of the reviewers, the guest editors and the Editor-in-Chief will decide whether the particular paper should be accepted as it is, revised and re-submitted, or rejected.
Abstracts submissions (by email): 15 May 2021
Abstract decisions: 15 June 2021
FULL paper submissions (via ScholarOne): 15 May 2021 - 15 September 2021
Revisions and decisions: 15 April 2022
Publication: Mid 2022
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Choe J.Y.J. & Kim S.S. (2019), “Development and validation of a multidimensional tourist's local food consumption value (TLFCV) scale”, International Journal of Hospitality Management, 77, 245-259.
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