A large-scale survey of food lovers revealed the critical importance of planned events in their lifestyles and travel. Details provided in this article include participation frequencies for various food-related events, segmentation based on food-event attendance, and the differences between segments in terms of preferences for enjoyment events versus learning events. The small segment most likely to travel for food experiences, called dynamic foodies, prefers specialist learning events. The much larger segment, called active foodies, prefers enjoyment events, suggesting that higher levels of involvement translate into demand for more specialized benefits. Conclusions are drawn for food events and their marketing, and for destination development and marketing to food tourists. Research needs are identified.

A large-scale sample of food lovers accessed by an online survey, which followed a qualitative focus group study, employed the photo elicitation technique to investigate their preferences for travel experiences. This technique identified top choices both for food-related and other types of urban, nature-oriented and active recreational pursuits. Overall, the most popular experience sought was described as 'enjoy regional cuisine in a local restaurant' and depicted a couple dining informally with a waterfront backdrop. The photo conveyed the romantic, authentic and informal messages all at once. More detailed analysis revealed significant differences according to respondent country of residence and previous food-related travel. Specifically, the most experienced food tourists were the most likely to select food festivals and meeting/learning from chefs. Those who had travelled less for food experiences had more general, leisure-oriented preferences that included nature and heritage. Results have implications for precise targeting at food tourists; the packaging of experiences; and destination development, branding and promotion. A number of methodological and theoretical issues are discussed, including the issue of how photos communicate messages and their use in marketing.

Institution awarding the Ph. D. Degree School of Business, Economics and Law, Gothenburg University Date of defence 23 rd May 2008 Goal and objectives of the dissertationThe overall aim of the dissertation is to further the understanding of photographic message communication in tourism print advertising. The primary aim is to describe how the production of photographic messages is planned by tourism organisations, and to describe the intended photographic messages of tourism organisations communicated through tourist brochures. The secondary aim is to describe and analyse how potential tourists interpret photographic messages in tourist brochures. The tertiary aim is to analyse what factors associated with market segmentation influence the fit between the intended photographic messages of tourism organisations in their

Considerable work has identified the characteristics and travel preferences of foodies. Many food tourists are seduced by high end indulgent activities, not necessarily aligned with sustainability objectives. In this paper we ask, are food tourists’ involvement levels and travel choices in accordance with sustainability objectives? In so doing we explore moral tensions. Using Swedish survey data incorporating a food involvement scale we capture domestic sustainability sensibilities and infer food involvement and travel intention implications. Results show a) strong linkages between domestic sustainability food practices and involvement and b) that those seeking novel and new food experiences are likely to travel. On the other hand, foodies that practice sustainability in their domestic life are less inclined to travel. Inherent to these findings is an identity tension between the hedonic epicure and the sustainable food-wise foodie. Theoretically, this suggests sustainability, in parallel with hedonism, is a sensitising driver of involvement. Practically, the implications are that destinations post-COVID-19 will have to work harder on image-enhancement campaigns targeting sustainably sensitive food tourists.

This study investigates various factors that contribute to the success of destination branding efforts where success is defined as the increase in airplane passenger numbers to a destination and its linked air transportation. Drawing on in-depth interviews and snowball sampling, the study examines the roles of many of the key actors involved in the efforts to increase passenger numbers. Using the City of Valencia in Spain as a case study, the role of its airport is examined as a factor of particular interest. The study concludes that Valencia has positioned itself among neighbouring destinations on the Spanish Mediterranean coast by its focus on high profile events and cultural tourism. However, other actors have taken a more active role in the effort to increase the number of tourists than the Valencia Airport that has taken a more passive role. Another finding is that the persistence in seeking resources for the costly branding efforts was another influential factor that explains the increase in Valencia tourism.