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 …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,