First empirical study on Gastro-tourism: Defines What is Gastro-tourism, & who are Gastro-tourists? Four Critical Elements of Successful Gastro-tourism Sites; Spending practices; Models.

1. Sustainable Gastro-Tourism
Destination Development
Dr. Robert L. Williams Jr.
Susquehanna University
Helena A. Williams
Texas Tech University
Dr. Jingxue Yuan
Texas Tech University
Copyright 2016 Mar-Kadam Associates;
Gastrogatherings.com
Gran Canaria SSTD2018
Sustainable Gastro-tourism
Destination Development
Gran Canaria SSTD2018

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- Courtesy of JRC Science for Policy Report, Cavicchi, A. and Ciampi Stancova, K., (2016)

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Welcome to Gran Canaria!

4. What is Gastro-tourism?
Who are Gastro-tourists?
Gastro-tourism is the intentional pursuit of interactive
gastronomic experiences while traveling domestically and
internationally.
(Williams, Yuan, & Williams, 2018) H
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5. What is Gastro-tourism?
Who are Gastro-tourists?
Gastro-tourism is the intentional pursuit of interactive gastronomic
experiences while traveling domestically and internationally.
Gastro-tourists span gender, generations, ethnicities and incomes.
Compared to mainstream tourists, they stay longer, spend more
money when they travel and travel more often.
(Williams, Yuan, & Williams, 2018) H
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6. What is Gastro-tourism?
Who are Gastro-tourists?
Gastro-tourism is the intentional pursuit of interactive gastronomic experiences while traveling
domestically and internationally.
Gastro-tourists span gender, generations, ethnicities and incomes. Compared to mainstream tourists,
theystay longer, spend more money
when they travel, and travel more
often.
(Williams, Yuan, & Williams, 2018)
H
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7. Gastro-tourism
Extends
Beyond WHAT we eat and drink to:
HOW we eat
WHERE and WHEN we eat
WHY we eat the WAY that we do.
It’s about experiencing!
Not about just eating-out.
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8. Cookery Classes
Festivals
Foraging Expeditions
Wineries &
Distilleries
Chef Tables
Market Tours
Tastings
and more. . .
Gastro-
tourism
Activities
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9. Gastro-tourism is on the rise and crosses all
ages, genders and economic levels. (Williams,
Yuan & Williams, 2018; Wolfe, 2003).
To gastro-tourists the authentic nature and
memorable qualities of the experience or
activity are the paramount attractions. (Long,
2014, Hall and Mitchell, 2005; Henderson,
2009).
This tourism niche attracts food enthusiasts
who want to go behind the scenes to taste,
touch, and learn about region specific foods or
beverages with local kitchen culture experts
(Everett, 2016). 9
Background
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10. Baby Boomers led the way!
Emulating the celebrity chefs they
watched on TV
Trying to recreate the authentic
culinary experiences they watched
and read about. (Barcelona Field
Studies Center, 2012)
Baby Boomer
Gastro-trends
“Sleep on the floor if you have to. Find out how
other people live, eat, and cook. Learn from them
wherever you go.” - Anthony Bourdain
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11. Baby Boomers led the way!
24 % of Baby Boomers identify as
foodies (Boyle, 2013; Levin, 2015)
In 2017, Consumers age 50+
controlled a full 70% of disposable
income (Bloomberg, 2013)
Baby Boomer
Market Dynamics
“Sleep on the floor if you have to. Find out how
other people live, eat, and cook. Learn from them
wherever you go.” - Anthony Bourdain
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12. 50% self-identify as foodies
52% would rather attend a food
festival than a music festival
78% chose to spend discretionary
money on a memorable food
experience over a purchased item
44% have posted a photo of a food or
drink experience on social media
(Eventbrite, 2014; UCI Trend Lab, 2014; Boyle, 2013; BBDO Atlanta,
2013)
Millennial
Gastro-trends
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13. In the U.S., Millennials comprise 80
million consumers, which represents
over $200 Billion in annual buying
power.
Worldwide, Millennials represent over
$1 Trillion dollars of discretionary
purchases (21% of total).
Millennial
Market Dynamics
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14. Approximately 47% of total travel
budgets were spent on food-related
activities by “deliberate” food travelers .
They spent about 6% more per trip
than average travelers.
A higher percentage of their total spend
(13-14%) was dedicated to food-related
activities
(WFTA, 2011)
Market Dynamics
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15. Over 33% of money spent dedicated to
food
Food is becoming essential component
in destination choice motivation
American “foodies” spend 50% more
per day vs. non-culinary travelers
Gastronomy is a strategic element in
defining brand & image of
Place/Destination (88%)
Market Dynamics
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16. Place Branding (Anholt, 2004; Cai, 2002; Kavaratzis, 2004; Mitchell & Hall,
2004; Olins, 2003)
Destination Branding (Aaker & Joachimsthaler, 2000; Balakrishvan, 2009;
DeChernatony, 2010; Kay, 2003; Keller, 1993; Kivela & Crotts, 2006;
Konecnik, 2002; Marzana & Scott, 2005)
Service Dominant Logic (Vargo & Lusch, 2004)
Gastro-tourism (Fox, 2007; Hjalanger & Corigliana, 2000; Henderson,
2009; Williams et al., 2013; 2014; 2018a; 2018b)
Literature Review
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17. Williams et al., 2018
Four Critical Elements
of Successful
Gastro-tourism
Sites
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18. Williams et al., 2018
Four Critical Elements
of Successful
Gastro-tourism
Sites
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High expectations
Immersion
Heritage & Culture exchange
Direct & Indirect interaction
Authentic Co-Creation

19. Williams et al., 2018
Four Critical Elements
of Successful
Gastro-tourism
Sites
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The Richest (Best) Gastro-
Experiences are Co-created
by Hosts and Tourists
And only secondarily
supported by the Tourist
Industry (yet currently the
reverse is true)

20. Open-ended Questions Total N = 200
final identical question in two online surveys
with international scope
Crowd sourcing platform recruited self-identified randomized
gastro-tourists
Questions answered by 77% (101 of 132) and 82% (99 of 121).
In-depth Interviews
Semi-structured guided interviews
Method
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21. By triangulating three data sources and two data
collection methods in this one study, the limitations of
singular data collection instruments and techniques were
diminished.
Method
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22. Over 40% engaged in 7 or more gastro-trips within
the past 2 years.
90% of all these trips involved multi-overnight
stays.
Gastro-tourists prefer 6 or more activities in a
given trip, and A travel distance of approximately
2 hours or less between activities
Data Findings
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23. Gen-Xers spent the most (M=1,320); Millennials
(M=1,157); Baby Boomers (M=1,063).
Yet, overall travel & spending practices across
generations were more alike than different.
Data Findings
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24. Spend # Activities
Millennials $1,157 13
Gen X $1,320 3-6
Baby Boomers $1,063 1-10
Spend diff. Length/travel between # Site visits
Deliberate - - - - M=2.57 hrs. M=2.5 hrs.
Incidental - - - - M=1.5 hrs. M=1.97 hrs.
Data Findings
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25. “Eating a traditional Canarian-style dinner at a
Guanchinche (basically a home-owned
vineyard, with lots of meat and sides served
family style) while on a mission trip with a
basketball team was my most memorable
gastro-tourism experience.”
Most Memorable
Gastro-Experiences
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26. “My most recent memorable gastro-experience
was in Cambodia. I was in Siem Reap for a week
to see the Angkor ruins with my roommate and
our tuk tuk driver went above and beyond in
showing us his culture. On our last day Vootie,
our tuk tuk driver, took us tarantula hunting
then invited us over to his home where we
cooked the tarantula, which is a delicacy, and
then ate it with him, his wife, and two children.”
Data FindingsMost
Memorable
Gastro-
Experiences
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27. 1st empirical study on gastro-tourists; gastro-tourism
Preferred number of activities;
Travel distance between sites;
Spending practices across deliberate or incidental;
Spending practices across generations.
Originality
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28. Qualitative
findings –
7 attributes linked
to gastro-tourism
Originality
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29. Originality
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Generate a
6+ Gastro-cluster
Sustainable
Destination
Development
Model.

30. Findings will help . . .
gastro-tourism enterprises (micro & macro)
destination developers (micro & macro)
destination management organizations (DMOs)
entrepreneurs (micro)
branding and marketing professionals (micro & macro)
. . . create and promote micro & macro gastronomic destinations with
experiential opportunities that gastro-tourists seek.
Industry
Implications
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31. La Finca La Laja plantation farm: Only coffee cultivated in Europe. Wine
plants above coffee trees to protect from sun.
Bodegas Las Tirajanas Winery: Volcanic terrain/climate, unique flavors
Flower cheese: Goats milk with wild thistle flowers
Jaira beer: Water from high altitude clouds is unique
Ropa vieja de pulpo: Chickpeas and squid stew; Galdar
Vega de San Mateo: Weekend market, San Mateo cheese
Gran Canaria
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32. The easier it is for a gastro-tourist to find local gastro businesses – the
further they will travel, and the more activities they will squeeze into
every visit.
Model illustrates the potential multiplier effect inherent in successful
initial 6+ clusters. Potential new business expansion is likely as a cluster
is marketed.
Businesses positioned with a branded cluster are primed to entice
international gastro-tourists, injecting new revenue sources into the local
community.
Conclusions
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33. QUESTIONS?
References available upon request
HelenaWill@gastrogatherings.com
Williamsrl@susqu.edu
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