Evaluating the value creation of extraordinary and memorable gastronomic tourism experiences: A case study approach

Abstract

This chapter explores extraordinary and memorable gastronomic tourism experiences focusing on value creation of the gastronomic encounter including the staging environment, location, setting, atmosphere and the actual uniqueness and authenticity rather than the consumption of food and beverages. There is an increasing interest to explore gastro-tourism, an industry which contributes billions of dollars to the global economy. Gastro-tourism is a specific market segment related to travel which is associated with memorable culinary experiences. For this discourse, a variety of key elements have been coupled with memorability and the predominant focus is the motivations of consumers to seek and engage in gastronomic experiences. This chapter contributes to the expanding knowledge of food tourism research by identifying the importance of planning and developing gastronomic experiences, offering hedonic and pleasurable tourist offerings which are considered by the enterprise and the consumer as creating further intrinsic value to be recalled later by the gastro-tourist.