Hunger for learning or tasting? An exploratory study of food tourist motivations visiting food museum restaurants

Abstract

This study investigates an underexplored area of research: the motivations of food tourists to visit a food museum and its respective restaurants as an emerging food tourism attraction. Using qualitative in-depth interviews with domestic Chinese food tourists at the Hangzhou Cuisine Museum and its restaurants, the findings suggest that their motivations are revealed at the individual, social, and institutional level resulting from behaviour displayed during the actual visit. At the individual level, the most dominant motivation derives from seeking education and knowledge alongside sensorial and embodied experience and transformative escapism. The motivation at the social level highlights the significance of social togetherness and kinship, whereas motivations at the institutional level constitute food authenticity and media exposure. This study contributes to a more complete understanding of the dynamics and diversities of the food tourism and food tourist motivation literature.

Extending the memorable tourism experience model: a study of coffee tourism in Vietnam

“…The current research discovered that the inner needs of exploring and learning about the local coffee culture drove coffee tourists to an attraction, and they were the foundation of meaningful tourism experiences, which can be recalled in the future. Previous studies in the various contexts of food tourism have also identified the motivation for education and knowledge, such as seeking self-development experiences, is the foodies' main purpose for travelling (Mak et al, 2017;Moscardo et al, 2015;Park et al, 2020). However, Park et al (2020) pointed out that because domestic tourists' knowledge of their culturally and socially owned foods are not same as those of international, they may have more complex and deeper motivations for obtaining authentic experiences.…”

“…Previous studies in the various contexts of food tourism have also identified the motivation for education and knowledge, such as seeking self-development experiences, is the foodies' main purpose for travelling (Mak et al, 2017;Moscardo et al, 2015;Park et al, 2020). However, Park et al (2020) pointed out that because domestic tourists' knowledge of their culturally and socially owned foods are not same as those of international, they may have more complex and deeper motivations for obtaining authentic experiences. Thus, further research can be conducted to clarify the differences of coffee tourism motivations between domestic and international tourists.…”

Mapping Research on Food Tourism: A Review Study

“…Several new motivations have been identified that attract tourists to pursue travel (Chen & Zhou, 2021; Dann, 1981; Gnoth, 1997). ‘Experiencing authentic food’ has been one of the new tourist motivators (Park et al, 2020; Rousta & Jamshidi, 2019). Food tourism (FT) is described as a visit to a place to experience authentic local food (World Food Travel Association, 2019).…”

The Role of Food Image in Promoting Domestic Tourism

“…The pursuit and enjoyment of unique and memorable food and beverage experiences for both far and near is known as food tourism (World Food Travel Association, 2021). Previous researchers proved that food and tourism were a complement to each other which generate continuous intense research interest (Atikahambar et al, 2018;Chi et al, 2013;Fauntain, 2021;Jalis et al, 2009;Karim et al, 2010;Park et al, 2020;Rousta & Jamshidi, 2019;Yeap et al, 2019). Since food has been a major attraction for visitors, many destinations have tried to give tourists unique culinary experiences (Cohen & Avieli, 2004;Tsai & Wang, 2017).…”