The demand for unique and experiential tourism is on the rise, with travelers increasingly seeking out unconventional travel experiences. One emerging trend is food and wine tourism, which provides authentic and co-creative experiences, contributing to sustainable tourism. As a result, the influence of food and wine on tourism has significantly expanded. The perspective of food operators is crucial in understanding the spread of food tourism. Through the analysis of 200 valid questionnaires from Italian food operators in the food and wine industry, we examine how the economic, environmental, and social sustainability of food and wine tourism positively impacts the co-creative experience of tourists and accordingly their destination knowledge and loyalty. Providing a co-creative experience results in heightened loyalty among tourists towards the destination and deepens their understanding of both the culinary heritage and the destination itself. This research adds to the growing body of literature on food and wine tourism and sustainable tourism, with implications for tour operators looking to collaborate with local operators to enhance the sustainability of their offerings.
Sustainable Food and Wine Tourism Can Improve Destination Knowledge and Loyalty / DE CANIO, Francesca; Endrighi, Emiro. - (2024), pp. 30-32. (Intervento presentato al convegno Managing Tourism Across Continents - MTCON '24 tenutosi a Istanbul - Turchia nel 1-4 Maggio 2024).
Sustainable Food and Wine Tourism Can Improve Destination Knowledge and Loyalty
Francesca, De Canio
;Emiro, Endrighi
2024
Abstract
The demand for unique and experiential tourism is on the rise, with travelers increasingly seeking out unconventional travel experiences. One emerging trend is food and wine tourism, which provides authentic and co-creative experiences, contributing to sustainable tourism. As a result, the influence of food and wine on tourism has significantly expanded. The perspective of food operators is crucial in understanding the spread of food tourism. Through the analysis of 200 valid questionnaires from Italian food operators in the food and wine industry, we examine how the economic, environmental, and social sustainability of food and wine tourism positively impacts the co-creative experience of tourists and accordingly their destination knowledge and loyalty. Providing a co-creative experience results in heightened loyalty among tourists towards the destination and deepens their understanding of both the culinary heritage and the destination itself. This research adds to the growing body of literature on food and wine tourism and sustainable tourism, with implications for tour operators looking to collaborate with local operators to enhance the sustainability of their offerings.File | Dimensione | Formato | |
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