Gastro-Tourism as Destination Branding in Emerging Markets

Helena A. Williams, Maktoba Omar, Robert L. Williams Jr.

Research output: Contribution to journalArticlepeer-review


Gastro-tourism, a niche that attracts billions in revenue worldwide, involves intentional pursuits of authentic memorable culinary experiences while travelling internationally, regionally or locally. For gastro-tourists, food is the motivation for travel; the locations merely functions as vehicles for gastronomic experiences (food-related-activities that involve behind-the-scenes observations, cultural/regional illuminations and often hands-on participation, culminating in partaking food or drink.) This paper identifies three phases of travel and corresponding elements essential for the creation of new gastro-tourism enterprises. It introduces the significance of shared Gastro-Tourism Brand Promises, agreed upon, cross marketed, and fulfilled by individual hosts, groups/networks, and regional/government entities. By providing basic infrastructure elements - health, safety, transportation and communication; identifying loosely organised home-grown resources and talent; creating and marketing shared brand promises; and incorporating ongoing feedback during three travel phases, emerging markets in underdeveloped countries and underdeveloped pockets in developed nations can ignite and maintain successful gastro-tourist enterprises.
Original languageEnglish
Pages (from-to)1-18
Number of pages18
JournalInternational Journal of Leisure and Tourism Marketing
Issue number1
Early online date11 Feb 2014
Publication statusPublished - 2014


  • destination branding
  • gastro-tourism
  • gastro experiences
  • emerging markets
  • culinary tourism
  • food tourism
  • place branding
  • gastronomic destination branding
  • culinary experiences
  • infrastructure elements
  • home-grown resources
  • shared brand promises
  • feedback
  • gastro tourists
  • gastronomic destinations


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