Table of ContentsLOCAL PEOPLE PERCEPTION TOWARDS SUSTAINABLE TOU.docx

Table of Contents
LOCAL PEOPLE PERCEPTION TOWARDS SUSTAINABLE
TOURISM IN DENMARK1
Declaration:2
ACKNOWLEDGEMENT2
CHAPTER:15
Introduction5
1.1 Background of the study6
1.2 Problem Statement:7
1.3 Research Questions:8
1.4 Research Objectives:8
1.5 Thesis Structure8
CHAPTER:29
Literature review9
2.1 Attitudes of local people towards Sustainable tourism9
2.2 Practices of Sustainable tourism10
2.3 Sustainable tourism development.12
2.4 Involvement of people in Sustainability.14
2.5 Theoretical Framework.15
3.1 Introduction17
3.2 Research Design17
3.3 Sampling method18
3.4 Data collection18
3.5 Measurements and Variables18
3.6 Data analysis19
CHAPTER:1Introduction
Sustainable tourism is a form of tourism, which requires a

tourist to respect the local culture, environment, preserving
cultural heritage, and supporting local economies by purchasing
local products which also benefits the people of that country.
Sustainable tourism is a form of development, which is Social
development, Economic development and Nature protection.
According to the World Tourism Organization, Sustainable
tourism is “Tourism that takes full account of its current and
future economic, social and environmental impacts, addressing
the needs of visitors, the industry, the environment, and host
communities” UNWTO (2013). Denmark is more concerned
about sustainable environment, for instance the Government is
aiming at Copenhagen becoming the world’s first carbon-neutral
capital by 2025. Government have put high taxation on vehicles,
cars so Danes have to think twice before buying or using them.
This could be the strategy of the nation. As they are on the way
to gain something remarkable, they also have some challenges.
The tourism industry has a million of turnover in Danish
economy and Danish government puts a high effort in order to
make it more sustainable. The big topic could be how the tourist
react on it? All the government efforts could be result less if the
customer and the business does not act smart. To the Danes,
sustainability is a holistic approach that includes renewable
energy, water management, waste recycling and green
transportation including bicycle culture. Most of the local
restaurants use re-usable things during their service also,
practices waste deposable for take away.
Tourism is the best way to experience the culture however,
damage and waste can occur due to inappropriate behavior of
tourists. According to the Denmark statics (2019), every year
tourist spends around 128 billion DKK in Denmark. Denmark is
very responsible towards environment and most of the hotels are
practicing Corporate Social Responsibility (CSR). For example,
Scandic Kødbyen is one of the hotels practicing sustainability,
first to implement CSR. It plays a significant support in
sustainable tourism business, which includes hotel, restaurant
and the service provided sectors. Visit Copenhagen states that

70% of hotels hold an official eco-certification and also known
as the happiest country in the world. Sustainable tourism is very
important because tourism is about travelling, our travel should
not be harmful. We should travel in such a way, which can
benefit the local people, local communities, country’s economy.
It shows the care towards the environment. With the large
number of tourists, travelling every year, which is expected to
increase, we can either destroy environment or make it
sustainable. Tourism have great potential to make our world a
better place by bringing economic benefits through cultural
exchange and understanding the tourism in a right way, which
is, depend on us.1.1 Background of the study
Sustainable tourism is a type of tourism where social, economic
and environmental impacts are carefully assessed with respect
to the tourist and local community. We can see the growing
interest in local people and tourism industry towards sustainable
tourism. Denmark attracts millions of tourists every year and
they spend large amount of money in a year. The sustainable
tourism has been a big topic in the tourism sectors and Denmark
seems quite responsible in it. According to International
Congress and Convention Association (ICCA) Copenhagen has
already known as strong green internationally profile, which
was recently highlighted in the Global Destination
Sustainability Index, where the Danish capital now ranks
second. Their aim is to make visitors a part of solution towards
a local sustainable development and make visitors leave
Copenhagen with new inspiration regarding sustainability. It is
a positive change of tourism transition by inspiring tourists to
make more sustainable choices during their travel and after
return back to their home country. Tourism for Good states that
it doesn’t only focus on visitors and destination. This could be
strategy by setting environmental targets by measuring and
reducing food waste. There are sustainable tourists’ attractions
places like the very first time they made outdoor food market
with an abandoned shipyard. Secondly, CopehHill

Copenhagen’s new clean waterpower plan, where people are Ski
down and recently, they introduced Forest Tower.
1.2 Problem Statement:
CSRgov (2019) claims that there are certain rules and
regulations from the Danish Government that the business needs
to follow related to sustainability and environmental protection
and it is toughness. CSRgov (2019) also adds that supporting
the corporate social responsibility initiatives of Danish
companies has been given high priority by Danish authorities.
Local people support sustainability so, they want tourist also to
follow sustainable tourism. There are millions of tourists travels
every year to Denmark (Denmark statistics, 2016). If the
hospitality industry including local businesses, restaurants,
hotels, national authorities, supermarket take sustainability as a
serious topic, this would help the environment a lot. However,
the sustainability cost as well. The worried part could be doing
the customer/tourist pay for the greening product? In recent
years, global tourism has increasingly seen as a challenge to
sustainability. The main idea of sustainability is in future
tourism shouldn’t be the part of problem, but its ambition is to
be part of solution.
According to Budeanu, A. (2007) the research shows positive
attitudes towards sustainable tourism, but there are only few
tourists act accordingly buying responsible tourism, choosing
environmentally friendly transportation and behaving
responsibly towards destination communities. The low support
from customers is the problems for progression of sustainable
tourism in society. One reason can be that existing initiatives
are missing customers attention, discouraging industry and
governments to continue promoting sustainable tourism.
Positive attempts to encourage sustainable consumption in other
sectors indicate that specific barriers may reside in the nature of
tourist’s choice.

1.3 Research Questions:
- What is the local perception towards the sustainable tourism?
- How can local people be involved in the practice of
Sustainable tourism?
-How does the local people perception impact on sustainable
tourism practice?
1.4 Research Objectives:
- To find perspectives of local people towards sustainable
tourism and how they are practicing.
- To determine how local people can be involved in sustainable
tourism.
-To explore how the local people perception impact on
sustainable tourism practice. 1.5 Thesis Structure
The research has begun with introduction of Sustainable tourism
and tourists with the local people perception towards
Sustainable tourism in Denmark in chapter one. Background of
the study is followed by the problem statement stating
Additionally, this chapter also consists of research objective
and research question. Overall, chapter one provides the clear
structure of research and clear guidance to understanding the
objectives and purpose of the research.
Similarly, chapter 2 consists of literature review, which
contains Attitudes of local people towards sustainable tourism,
Practices of Sustainable tourism, Involvement of people in
sustainability and Sustainable tourism development.
Under Chapter 3 it presents the research methodology used in
this research which includes introduction, research design,
sampling method, data collection, measurements and variables
and data analysis. The method is used in order to conduct the
research is Quantitative method. Online survey is used to
collect the data from respondents.
In the same way, Chapter 4 contains

CHAPTER:2Literature review
2.1 Attitudes of local people towards Sustainable tourism
According to Budeanu, tourist acts positive attitude towards
sustainability. They act as a tourist by buying responsible
tourism product choosing environmentally friendly
transportation or behaving responsible towards destination
communities. In Denmark, there is strong cycling culture as
most people behave responsible biking around the city, which
emits less carbon footprints. Copenhagen is the city where
people travel in bicycle for office and schools. Here, the
response of tourists is positive towards sustainable tourism.
could be seen by buying cheap product rather than the eco-
friendly. The business sees it as a major challenging part for the
progression of sustainability tourism. He also states that the less
attention towards the environment friendly product discourage
the hospitality industry and government to promote sustainable
tourism (Bodeanu, 2005).
2.2 Practices of Sustainable
tourism
Sustainable tourism is a concept of visiting different places and
trying to make positive impact in society, environment and
economy of the country. Tourism involve primary transportation
to local transportation and general location, entertainment and
recreation. Travelling can be related to leisure, pleasure,
business, visiting friends and families. People are conscious
towards environment and trying tourism development should be
sustainable. However, the question of how to achieve object and
maintain tourism. Without travel tourism no longer exist. So,
the concept of sustainable tourism tightly linked to related
mobility. To relevant consideration tourism creates fossils,
fuels and which effect on climate change. Eco-levels are one of
the important factors and frequently used tools by tourism
businesses and destinations for promotion of customer

awareness. Eco-level is a formal environmental regulation
development where company can voluntary choose to comply
with pre-defined objective of certification. We can see in the
market products have logo on package which is known as eco-
label. It seems CSR allowing companies addressing to minimize
harmful impact to environment by volunteering following major
objectives. The primary motivation for many companies who are
choosing environmental certification to implement in their
product to increase sustainable development, improve the image
of company. Also, many companies’ beliefs the certification of
eco-friendly helps to create good image in the market. This
could change consumer purchasing behaviour and willing to
purchase more good products. For instance, it also motivates
company to improve its environmental performance and move
towards sustainable development
According to World Tourism Organization UNWTO, 2004, (as
cited in Mohadin, Wei & Ali,2017) states that the notion of
sustainable tourism is consistent with the theory of sustainable
development. (Cooper, 2008) states that Sustainable tourism is
based on the concept that economic, environmental and socio-
cultural components need to be incorporated as cited in
(Mohadin et al., 2017). Tourism is known as emergent industry
because it has a great impact on foreign exchanges which helps
in economics of the country as well as employment
opportunities. Every year number of tourists is increasing either
it international or domestic tourists. However, Normala and
Soiah, (2010) claims that awareness and inclination of tourists
towards sustainable tourism are steadily on the rise, the
proportion of those participating in the sustainable tourism
sector is relatively lower by (as cited in Mohadinet al., 2017).
Tourists travel for various motives. Sustainable tourism
destination leads organizers and tourists to be responsible
towards the natural, social and cultural element of the
destination. Sustainable tourism is made of three elements i.e.
protection of cultural heritage, conservation of natural resources

and prudent exploitation of human beings (Mohadin et al,2017).
Hence, Sarttat (2010) as cited in Mohaidin et al., (2017) states
sustainable tourism management can contribute to better tourist
satisfaction as well as the experiences by raising their
awareness about the importance of conservation of natural and
cultural resources and protected from mass tourism.
Environmental attitudes positively influence people to choose
sustainable tourism destination. WOM plays a vital role on
tourist purchase behaviour. It is a kind of traditional marketing
way where WOM is considered as a free recommendation
advertisement When people are attracted or satisfied to share
information about the destination in person. Furthermore, it has
shown a positive perspective of destination.
The aim of this article is implementing LCT (low-carbon
emission) and sustainable tourism program in world heritage
city for the preservation of natural resources. It has a positive
result which focus mainly in tourism activities in
accommodations and recreational places. However, the negative
impact is consuming high natural resources and increasing
amount of waste in visiting places. The positive thing is less
carbon emission, job opportunities for local people and income
generate within the country. Sustainable tourism is all about
travelling without harming any natural flora, fauna and
community surroundings. It is close to eco -tourism but slightly
different one to another. The high emission of carbon creates
climate change issues. According to Cai and Wang,2010 (as
cited in Machima & Vilas,2019) “LCT is a form of tourism that
provides greater holistic benefits in economy, society and
environment by using low-carbon technologies, setting up a
carbon sink mechanism and promoting the implementation of
LCT consumption”. With low carbon it helps to experience
quality tourism and improve sustainability level. Government
and local organization should focus on low-carbon production
and technologies to maintain good environment. While

travelling tourists should be responsible for consuming low-
carbon products.2.3 Sustainable tourism development.
Sustainable tourism development in coastal area has been
practiced in Denmark. According to (Andersen, I.M. V.,
Blichfeldt, B. S., & Liburd, J.J, 2018) in the past 80 years, the
coastlines in Denmark has been protected from development and
construction. The perspective of this project is how sustainable
tourism are addressed by tourists. We can see less support
towards holistic concept of sustainable tourism development
whereas, it has positive impact on economy. In recent years,
people are conscious on development of sustainable tourism and
has been practicing on daily basis. Tourism development should
be based on environmentally friendly, no harming animals,
socio-cultural and economy support to nation. Bramwell &
Alletorpy, 2001(as cited in Andersen et al.,2018) states that
Denmark is widely known for environmental standards visible,
among others and untouched coastal areas. In 2014, the
neoliberal government of Denmark to open for tourism
development within coastal zone (Danish Business Authority,
2014). They introduced pilot scheme projects for municipalities
and tourism stakeholders in order to protect coastal areas and
developed sustainable tourism. According to Danish Business
Authority,2014 (as cited in Andersen et al.,2018) Pilot scheme
will give selected destinations the opportunity to establish
sustainable physical tourism projects with future development
opportunities in order to improve coastal and nature-based
tourism in Denmark. As tourism is an increasing element of an
economy. But several studies. The pilot scheme could give
stakeholders an opportunity to plan for projects in coastline
tourism development which hopefully new increase the growth
of tourism in Denmark. The main purpose of these ten tourism
projects is to establish sustainability evidence and to know how
tourists are representing STD. As government approved for ten
tourism projects, all projects are related to sustainable tourism
development and how tourism actors will implement STD in
coastal zone. All ten development projects are related to

tourism development and they had mentioned some projects
focused on new energy saving technology, rebuilding old water
tower, aims to incorporate green profile, focus on strong local
people participation and sustainability however, some didn’t
mention about it. The main aim of this projects is to attract
more tourists every year and developed tourism industry in
coastal area. Government plays an important role in
development sectors through policies and laws to influence
tourism development (Bramwell & Sharmann, 1999; Halkier,
2014; Hall, 2000; Ruhanen, 2013). In overall, the ten projects
are related to sustainability i.e. socio-cultural, environment and
economic principles, environmental issues. The reasons for
tourists visiting Denmark is conducted by VisitDenmark (2015)
the attractive places are access to beach areas, clean
environment. Tourists visiting Denmark value pristine and
preserved coastal are the attractiveness places of Denmark to
visit.
2.4 Involvement of people in Sustainability.
Tourism is a fast-growing industry and every year it is
increasing subsequently. Tourists has positive attitudes towards
sustainable tourism however, there are few responsible tourists
who consume environmentally friendly products. Human beings
are consuming natural resources continuously, in some point we
all realize our activities is harming environment. Therefore,
sustaibility is trending also it’s our responsibility to protect
natural things. Local community is essential for the
development of tourism and sustainability. Participation of local
community helps them to understand about tourism. It helps to
increase awareness and interest in local people. Community is a
place where group of people live together with same norms,
values and religions. The participation of local people can
support for the development of tourism projects which
definitely benefits locals. However, we can see community

participation is hard in order to practice sustainability due to
lack of knowledge and uneducated people.
Tourism contribution towards development of sustainable
community is less. However, sustainability is becoming the part
of corporate social responsibility. Though people are educated
towards development of sustainability, still it is difficult to
change community behaviour. Now many universities are
implementing sustainable development program within their
colleges and practices since long time. Sustainable development
campus mainly focuses on awareness program, promotion,
minimizing environmental impacts. It includes carbon
emission, waste and recycling process, greenhouse gas
emissions and institutional commitment. According to
Velazquez ,2006 (as cited into & Bajracharya,2015) to shift
towards sustainable university should have a vision, where
sustainability can be conceptualized. Environmentally sensitive
behaviour starts when individually people understanding their
behaviors. Knowledge is an important element which makes
people to understood and it directly affects people’s attitudes
about environment. As we can see many programmers are
promoting environmentally friendly campaign through
organizing programs, social media to make people understand
about it.
Green products and services should satisfy customers’ needs
and support to maintain quality of environment. It can enhance
consumer purchasing behaviour or influence them to adapt more
environmentally friendly products in daily basis. Providing
information to save environment is not enough to change
behavior of people. Many green product companies are failed in
market because they focus more only in greening rather than
providing good services.
Effective community participation requires education, practice,
trust and strong governance (Sarkissian, 2009). According to
they developed 6P factors to engage community for sustainable
campus. It shows holistic approach to engage any community

for the development of sustaibility. Similarly, it identifies
phycological, physical, personal, public perception, price and
policy factors are important element for to engage community in
sustainable projects ().
2.5 Theoretical Framework.
Sustainable development concept is introduced through the
concerned of environmental factors to protect natural resources.
However, tourism industry also implementing sustainability.
The main key of achieving moral implications are social equity,
economic growth and friendly environment. According to
Brundtland WECD,1987 (as cited in Jamrozy,2007) states that
the d development of sustainable should be in such a way which
don’t affect our future generations to meet their needs. The
model reflects three principles of sustainable development i.e.
Social, Environment and Economy:
It is the combination of three components, where sustainability
can be achieved when social, environment and economy act in a
systematic way. The figure represents equal balance and
interconnection between them. Well, all human beings have
different perspective in different things, and we are interrelated
with each other in living system. In terms of tourism sector also
it is related. It mainly focuses on environment pollution control,
optimal use of natural resources, development of society and
how it can support in economy sector.
CHAPTER:3Methodology3.1 Introduction
The aim of this chapter is to outline the steps undertaken by the
researchers to find the appropriate answers that addresses the
research questions.
In this research, the quantitative research design would be
utilized as a part of examination, consolidated with essential

approach, which would enable the researcher to concentrate on
the different parts of circumstances, in this way concentrating
for the purpose of exploring the Danish local people perception
towards sustainable tourism. A set of questions are prepared in
a structured way to make the participants easier to answer. The
purpose of the questionnaire survey is to include large number
of people who can freely answer without any difficulties.
3.2 Research Design
Research design is a plan or procedures used for collecting and
analyzing the information on research study to identify the
accumulated fact around us. It can be considered as a systematic
and scientific plan of study to find out issues and problems.
In this research, descriptive research method is used. The
descriptive method gives the general overview of the research
which is helpful for future references. Generally, descriptive
method is depending on observation for collecting data. It
allows in-depth gathering of information through survey. For
the collection of required data’s, a set of questionnaires were
designed for respondent to answer. The data acquired from this
research helps to identify how local people are participating in
Sustainability and importance of Sustainable tourism in
Denmark. 3.3 Sampling
method
3.4 Data collection
Data is very important in any research to prove your point. To
collect a large size of data within a limited time frame,
questionnaire is the best way. For the collection of data online
survey was done. The research questionnaires were sent to all
the respondents through social media. The survey was prepared
with a set of questions regarding demographics, income,
concept of Sustainable tourism and measures taken to support
Sustainable tourism. To collect a large size of data within a
limited time frame, questionnaire is the best way. There is an

option to keep the identity of the respondent anonymous. The
main reason for choosing this method is because of the cheaper
cost in comparison to other primary data collection methods.
This method is cost-effective and quickest methods for the
questions and statements. All the questions are prepared for this
method were short, simple and easy to save time for respondents
to answer without any difficulties. The questionnaire survey is
done only in Denmark. 3.5
Measurements and Variables
For the research, it is very necessary to identify and measure
variables. A set of questions are prepared for online survey for
this research. The online questionnaire consists of three parts:
Demographics, measure taken to support Sustainable tourism
and understanding the concept of Sustainable tourism. The
demographic part consists questions regarding their age, gender,
employment status, education and income per month. The first
part of the questionnaire is about their basic information that
helps to identify the status of the respondents which leads to
answer the second part of the survey.
The second part of the survey aim is to measure how individuals
are supporting sustainable tourism and what they were doing.
Respondents were asked how local people are participating in
sustainable tourism, how often they travel as a responsible
tourist and impacts of sustainability. The aim of this part was to
find perception of local people towards sustainable tourism and
how they are practicing in their daily life in order to support
sustainable tourism.
Likewise, the third part of the survey was all about respondent’s
opinion on how effective sustainability practicing decision
during their travel, did they understand the concept of
sustainable tourism and whether they believe sustainable
tourism benefit both local communities and natural
environment. They were asked to give their opinion on
“strongly agree” or “strongly disagree” to make them easier to
answer. To measure independent and dependent variables,

respondents were given the option of willing good, bad, not
willing in some questions.
3.6 Data analysis
Data analysis is the method of scientifically applying statistical
or logical techniques to explain and illustrate. The respondent
was asked some basic information about them and their opinion
on sustainable tourism. Data was analyzed for demographic
profile of respondents, how they are practicing sustainability in
daily life, measures taken to support and presented in
frequency, percentage and histogram. All the data were
collected through online survey by using social media, email
and later transferred the data in excel for the analysis. To
determine the relationship between dependent and independent
variable, for instance practicing sustainability, perception
towards sustainable tourism, benefits of practicing, the chi
square analysis was used. Chi square
CHAPTER:4Findings
4.1 Introduction
The chapter discusses the researcher to analyze and interpret the
data to find the results of the research. In this section, chi-
square test and different figures are conducted to interpret
different dependent and independent variables to find out the
essence of the research. All the observed findings have been
interpreted to derive meaningful conclusion.
4.2 Respondents and profile
Respondents are the one who reply back the answers based on
their knowledge and perceptions about the surveyed
questionnaire of the researcher. Without a respondent, there
would not be an answer or a conclusion or any findings. A
research is incomplete without a respondent. They vary on the
basis of demographic aspect like age, gender, education level
etc. The frequency test will help the researcher to understand
the nature of respondent in-depth. For this research, 59 people

respondents to the questionnaire.
Figure 4.1. Age group
Based on the above bar graph, the highest number of
respondents for the questionnaire is between an age 20-30
which is 44 percent out of 100 percent. Whereas, the respondent
above 50 is 0 percent and 30-40 is 11.5 percent out of total 100.
Figure 4.2 Gender
Here, the percentage of male respondent is higher than the
female, which is 33 percent out of 100, 25 percent is the female
respondent who has respondent to the research questionnaire.
Figure 4.3 Martial status
From the above bar graph, the highest number of respondents
for the questionnaire is single which is 34 percent, divorced is
the lowest 3 percent, others is 7 percent and married is 15
percent out of total 100.
Figure 4.4 Nationality
According to the given figure above the respondents are lowest
is Swedish with 3 percent, highest is Nepalese 27 percent,
Danish is 20 percent and others is 9 percent.
Figure 4.5 Education
The above figure 5 illustrate that more of Bachelor’s education
respondents are more with 35 percent and master education is
12 percent, primary and secondary level is 4 and 7 respectively.
Figure 4.6 Employment

This figure illustrates the employment of the respondent and
most of them are employed with 27 percent and following the
student were 22 percent, retire respondents were 2 percent,
unemployed and self-employed are 3 and 7 percent respectively.
Figure 4.7 Income
The figure 7 clearly represents 4 different income level of
respondents. It shows the majority of the respondent’s income
range is between below 30,000 DKK with 39 percent. The
second is14 percent with 30,000-35,000. And above 35,0000
DKK is 2 percent.
Figure 4.8 Suggestion to support local community.
The above figure illustrates respondents sometime has highest
suggestion with 20 percent to buy local products to support
local community. Respondents who never suggest is around 8
percent, people who suggest every day, not very often and very
often are 11, 8 and 13 percent respectively.
Figure 4.9 Pay more for green products
The above given bar graph represent respondents are very
willing to pay for more green products which is around 23
percent. Somewhat willing respondents is around 18 percent. It
means people are interested towards Sustainable tourism.
Figure 4.10 Participation of local people in Sustainable tourism.
The graph illustrates local people participation towards

sustainable tourism is strongly agree on the basis of survey. It
has the highest 21 percent of strongly agree respondents and the
lowest is disagree with 7 percent. Similarly, both agree and
Neutral are 15 and 14 percent respectively.
Figure 4.11 Practicing eco-friendly products in restaurants.
The above figure shows we can find out that 29 percent agree
with the question that local people attitudes are changing
towards sustainability and practicing eco-friendly products.
Continuing with around 12who are neutral, whereas 11 percent
strongly agree and 4 percent disagree.
4.3 Reliability Test
In order to view outcome of the examination as valid, the
evaluation should be valid first. The reliability test helps to find
the reliability between the questions that has been surveyed.
CHAPTER:5
Discussion
CHAPTER:6
Conclusion

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6431.2007.00606.x

Social
Environment
Sustainable development
Economy
agebelow 2020-3030-40above 50443120
NationalityNepalesedanishSwedishOthers282029

1
0
5
10
15
20
25
30
35
male female
gender

0
5
10
15
20
25
30
35
male female
gender
0
5
10
15
20
25

30
35
40
Married Single Divorced others
marial status
0
5
10
15
20
25
30
35
40
MarriedSingleDivorcedothers
marial status
0

5
10
15
20
25
30
35
40
Primary seconadry Bachelor's Phd masters
Education
0
5
10
15
20

25
30
35
40
PrimaryseconadryBachelor'sPhdmasters
Education
0
5
10
15
20
25
30
Employed Unemployed Retire Student self-employed
Employment

0
5
10
15
20
25
30
EmployedUnemployedRetireStudentself-employed
Employment
0
5
10
15
20
25
30

35
40
45
Below 30,000 DKK 30,000 DKK-35,000
DKK
35,000 DKK-40,000
DKK
Above 40,000 DKK
Income level
0
5
10
15
20
25
30
35

40
45
Below 30,000 DKK30,000 DKK-35,000
DKK
35,000 DKK-40,000
DKK
Above 40,000 DKK
Income level
0 5 10 15 20 25
Do you make suggestions to tourists to
purchase local products to support local
community?
Chart Title
Not very often Never Very often Everyday Sometime
0510152025
Do you make suggestions to tourists to
purchase local products to support local
community?

Chart Title
Not very oftenNeverVery oftenEverydaySometime
0 5 10 15 20 25
Would you will ing to pay more for green
products to support sustainable tourism?
Chart Title
Never Somewhat Willing Very Willing Not Willing Willing
0510152025
Would you willing to pay more for green
products to support sustainable tourism?
Chart Title
NeverSomewhat WillingVery WillingNot WillingWilling
0 5 10 15 20 25
Do you believe participation of local people
towards sustainable tourism will be

effective?
Chart Title
Agree Strongly Agree Neutral Disagree Strongly Disagree
0510152025
Do you believe participation of local people
towards sustainable tourism will be
effective?
Chart Title
AgreeStrongly AgreeNeutralDisagreeStrongly Disagree
0 5 10 15 20 25 30 35
Do you agree local people attitudes are
changing towards sustainability and many
more restaurants are using eco-friendly
products?
Chart Title
Agree Strongly Agree Neutral Disagree Strongly Disagree

05101520253035
Do you agree local people attitudes are
changing towards sustainability and many
more restaurants are using eco-friendly
products?
Chart Title
AgreeStrongly AgreeNeutralDisagreeStrongly Disagree
Untitled form.csvTimestampWhat is your age?What is your
gender?What is your Occupation?What is your income
level?Which region do you belong to?How often do you travel
Nordic region?Do you prefer trying local Food during your
travel?Do you understand the concept of New Nordic
Cuisine?What is your opinion about New Nordic Cuisine?How
often do you visit the New Nordic Cuisine Restaurant?Does
New Nordic Cuisine attract International tourists?If you are in
the Business (restaurant), What kind of guest visits more?Why
do you think New Nordic Cuisine attracts international
tourists?How does New Nordic Cuisine affect the Danish
Tourism Industry?What doy you think about the negative impact
of New Nordic Cuisine on the food market?2020/05/12 1:16:30
PM GMT+230-40MaleChef20000-30000Nordic RegionI live in
Nordic RegionYesYesIt has a manifest of using seasonal

ingredients of Nordic territorySeveral times a
yearYesTouristAll of the aboveIt creates value to local Danish
food marketIt tightens the variation on Danish food
market2020/05/12 1:20:44 PM GMT+220-30MaleChef10000-
20000AsiaI live in Nordic RegionYesYesIt has a manifest of
using seasonal ingredients of Nordic
territoryNeverYesMixedAll of the aboveIt promotes Danish
culinary tourism MarketIt increases the food waste2020/05/12
1:22:01 PM GMT+230-40MaleRestauranteurAbove
40000Nordic RegionI live in Nordic RegionYesYesIt is the
cuisine of Nordic territorySeveral times a yearYesMixedIts
freshness and unique ingredientsIt promotes Danish culinary
tourism MarketIt increases the food waste2020/05/12 1:35:27
ingredients of Nordic territorySeveral times a yearYesMixedAll
of the aboveIt provides job opportunity in hospitality industryIt
tightens the variation on Danish food market2020/05/12 1:37:43
of the aboveit has no significant affect on Danish MarketHigher
food Price2020/05/12 1:43:51 PM GMT+240-
50MaleRestauranteur30000-40000Nordic RegionI live in Nordic
RegionYesYesIt has a manifest of using seasonal ingredients of

Nordic territorySeveral times a yearYesMixedAll of the aboveIt
promotes Danish culinary tourism MarketNo Negative
impact2020/05/12 1:53:25 PM GMT+220-30MaleChef20000-
30000Nordic RegionI live in Nordic RegionYesYesIt has a
manifest of using seasonal ingredients of Nordic
territorySeveral times a yearYesMixedAll of the aboveIt
promotes Danish culinary tourism MarketIt tightens the
variation on Danish food market2020/05/12 1:53:25 PM
GMT+220-30FemaleWaiter/waitress20000-30000Nordic
RegionI live in Nordic RegionNoYesIt has a manifest of using
seasonal ingredients of Nordic territoryOn special
OccasionYesTouristPeople following trendIt promotes Danish
culinary tourism MarketIt tightens the variation on Danish food
market2020/05/12 1:53:29 PM GMT+220-
30FemaleStudent10000-20000AsiaOnce a yearYesYesIt has a
manifest of using seasonal ingredients of Nordic territoryOnce a
monthYesTouristAll of the aboveIt creates value to local Danish
food marketHigher food Price2020/05/12 1:54:15 PM
GMT+220-30MaleWaiter/waitress20000-30000Nordic RegionI
live in Nordic RegionYesYesIt has a manifest of using seasonal
ingredients of Nordic territorySeveral times a yearYesMixedThe
presentation of DishesIt promotes Danish culinary tourism
MarketNo Negative impact2020/05/12 1:54:18 PM GMT+220-
30FemaleChef30000-40000Nordic RegionI live in Nordic
RegionYesYesIt is the cuisine of Nordic

manifest of using seasonal ingredients of Nordic territoryOn
special OccasionYesMixedPeople following trendIt promotes
Danish culinary tourism MarketNo Negative impact2020/05/12
1:54:38 PM GMT+220-30MaleChef20000-30000Nordic RegionI
ingredients of Nordic territoryNeverYesMixedIts freshness and
unique ingredientsIt promotes Danish culinary tourism
MarketHigher food Price2020/05/12 1:57:05 PM GMT+220-
30MaleChef30000-40000Nordic RegionI live in Nordic
Nordic territoryOnce a monthYesMixedAll of the aboveit has no
significant affect on Danish MarketIt increases the food
waste2020/05/12 2:05:39 PM GMT+2Above 50Prefer not to
sayAbove 40000Nordic RegionI live in Nordic RegionYesYesIt
has a manifest of using seasonal ingredients of Nordic
territoryNeverYesRich peopleAll of the aboveit has no
significant affect on Danish MarketNo Negative
impact2020/05/12 2:08:02 PM GMT+2Above
50MaleRestauranteurAbove 40000Nordic RegionI live in Nordic

40000Nordic RegionI live in Nordic RegionMaybeYesIt has a
special OccasionNo IdeaLocalPeople following trendIt creates
value to local Danish food marketNo Negative
impact2020/05/12 2:10:31 PM GMT+240-50FemaleChef20000-
impact2020/05/12 2:16:33 PM GMT+240-
50MaleWaiter/waitress20000-30000Nordic RegionOnce a
monthYesYesIt is fancy and expensive
cuisineNeverMaybeTouristPeople following trendIt promotes
Danish culinary tourism MarketHigher food Price2020/05/12
live in Nordic RegionMaybeYesIt has a manifest of using
seasonal ingredients of Nordic territoryOnce a
monthYesTouristAll of the aboveIt promotes Danish culinary

tourism MarketHigher food Price2020/05/12 2:35:14 PM
GMT+220-30MaleChef20000-30000Nordic RegionI live in
ingredients of Nordic territoryOnce a monthYesMixedAll of the
aboveIt promotes Danish culinary tourism MarketNo Negative
30000Nordic RegionI live in Nordic RegionYesYesIt is similar
to French and Spanish CuisineOnce a monthYesMixedIts
freshness and unique ingredientsIt creates value to local Danish
GMT+220-30MaleChef30000-40000Outside Nordic (Europe)I
ingredients of Nordic territoryOn special
OccasionMaybeMixedThe presentation of DishesIt creates value
to local Danish food marketIt increases the food
waste2020/05/12 2:45:19 PM GMT+220-
30FemaleWaiter/waitress20000-30000Nordic RegionI live in
yearMaybeLocalAll of the aboveIt provides job opportunity in
hospitality industryHigher food Price2020/05/12 2:51:19 PM
GMT+240-50MaleRestauranteurAbove 40000Nordic RegionI
yearYesTouristPeople following trendIt provides job

opportunity in hospitality industryNo Negative
promotes Danish culinary tourism MarketHigher food
Price2020/05/12 2:56:52 PM GMT+220-30MaleChef20000-
Price2020/05/12 3:15:22 PM GMT+2Above 50MaleChef30000-
40000Nordic RegionOnce a yearYesYesIt is the cuisine of
Nordic territoryNeverYesLocalPeople following trendit has no
significant affect on Danish MarketHigher food Price2020/05/12
ingredients of Nordic territoryOn special OccasionYesAll of the
aboveIt promotes Danish culinary tourism MarketHigher food
Price2020/05/12 3:32:25 PM GMT+230-
provides job opportunity in hospitality industryNo Negative

30000Outside Nordic (Europe)Once a yearYesMaybeIt is fancy
and expensive cuisineSeveral times a yearYesMixedAll of the
aboveit has no significant affect on Danish MarketNo Negative
30000Nordic RegionOnce in a six monthYesYesIt has a
territorySeveral times a yearYesLocalAll of the aboveIt
impact2020/05/12 4:40:51 PM GMT+220-
30FemaleStudent10000-20000Outside Nordic (Europe)I live in
Nordic RegionYesNoIt is the cuisine of Nordic
territoryNeverYesMixedIts sustainable food practisesIt
Price2020/05/12 5:08:06 PM GMT+240-50FemaleChef20000-
30000Nordic RegionSeveral Times in a yearYesNoIt has a
special OccasionYesMixedPeople following trendIt provides job
impact2020/05/12 5:23:06 PM GMT+230-40MaleStudent10000-
20000AsiaOnce a yearMaybeNoIt has a manifest of using
OccasionYesMixedAll of the aboveIt promotes Danish culinary
tourism MarketNo Negative impact2020/05/12 5:24:02 PM

aboveIt provides job opportunity in hospitality industryNo
Negative impact2020/05/12 5:24:27 PM GMT+220-
Nordic territoryOnce a monthYesMixedAll of the aboveIt
40000Nordic RegionI live in Nordic RegionYesMaybeIt has a
territoryNeverNoMixedPeople following trendit has no
waste2020/05/12 6:47:14 PM GMT+220-30MaleChef20000-
Price2020/05/12 7:05:21 PM GMT+220-30MaleStudent10000-
20000Nordic RegionI live in Nordic RegionNoIt is the cuisine
of Nordic territoryNeverNo IdeaRich peoplePeople following
trendit has no significant affect on Danish MarketNo Negative
30000Nordic RegionOnce a monthYesYesIt has a manifest of
using seasonal ingredients of Nordic territoryOnce a
monthYesLocalIts sustainable food practisesIt provides job

opportunity in hospitality industryHigher food Price2020/05/12
9:32:17 PM GMT+220-30FemaleStudent10000-20000Outside
Nordic (Europe)I live in Nordic RegionYesNoIt is similar to
French and Spanish CuisineNeverMaybeMixedPeople following
trendIt promotes Danish culinary tourism MarketHigher food
Price2020/05/12 11:03:57 PM GMT+220-
30FemaleStudent10000-20000AsiaOnce a monthYesNoIt is the
cuisine of Nordic territoryOnce a monthMaybeTouristIts
sustainable food practisesIt creates value to local Danish food
marketIt tightens the variation on Danish food
market2020/05/12 11:12:38 PM GMT+220-
30FemaleStudent10000-20000AsiaI live in Nordic
RegionMaybeNoIt has a manifest of using seasonal ingredients
of Nordic territoryNeverMaybeMixedAll of the aboveIt
GMT+230-40FemaleStudent10000-20000Nordic RegionI live in
ingredients of Nordic territoryNeverMaybePeople following
trendIt promotes Danish culinary tourism Market2020/05/12
11:38:12 PM GMT+220-30MaleStudent10000-20000Outside
Nordic (Europe)I live in Nordic RegionYesNoIt has a manifest
of using seasonal ingredients of Nordic territoryOn special
OccasionMaybeTouristIts sustainable food practisesIt promotes

11:47:06 PM GMT+220-30FemaleWaiter/waitress20000-
30000Outside Nordic (Europe)I live in Nordic
RegionYesMaybeIt has a manifest of using seasonal ingredients
of Nordic territoryOn special OccasionNo IdeaMixedAll of the
aboveIt creates value to local Danish food marketIt tightens the
variation on Danish food market2020/05/13 12:55:32 AM
Nordic RegionYesMaybeIt is fancy and expensive
cuisineNeverYesMixedAll of the aboveIt promotes Danish
culinary tourism MarketNo Negative impact2020/05/13 1:23:26
AM GMT+220-30FemaleStudent10000-20000Outside Nordic
(Europe)I live in Nordic RegionMaybeNoIt is the cuisine of
Nordic territoryNeverMaybe2020/05/13 8:03:01 AM GMT+220-
30FemaleStudent10000-20000Nordic RegionI live in Nordic
Nordic territoryOn special OccasionYesAll of the aboveIt
Price2020/05/13 8:16:58 AM GMT+220-
30FemaleRestauranteur10000-20000Nordic RegionSeveral
Times in a yearYesMaybeIt is the cuisine of Nordic
territoryNeverMaybePeople following trendIt promotes Danish
AM GMT+2Above 50MaleChefAbove 40000Nordic
RegionSeveral Times in a yearYesYesIt has a manifest of using
seasonal ingredients of Nordic territorySeveral times a

yearYesMixedAll of the aboveIt promotes Danish culinary
tourism MarketNo Negative impact2020/05/13 9:32:25 AM
GMT+230-40FemaleStudent10000-20000Outside Nordic
(Europe)I live in Nordic RegionMaybeMaybeIt has a manifest
of using seasonal ingredients of Nordic territoryNeverNo
IdeaPeople following trendIt creates value to local Danish food
marketHigher food Price2020/05/13 9:32:38 AM GMT+220-
30MaleStudent10000-20000Nordic RegionI live in Nordic
Nordic territoryOn special OccasionMaybeMixedAll of the
aboveIt creates value to local Danish food marketHigher food
Price2020/05/13 9:35:19 AM GMT+220-
Nordic RegionYesNoNo Idea2020/05/13 9:55:11 AM
Nordic RegionYesNoIt has a manifest of using seasonal
OccasionNoMixedPeople following trendit has no significant
affect on Danish MarketHigher food Price2020/05/13 9:57:29
AM GMT+220-30MaleChef30000-40000Outside Nordic
(Europe)I live in Nordic RegionYesYesIt is the cuisine of
Nordic territorySeveral times a yearYesMixedIts freshness and
MarketNo Negative impact2020/05/13 10:04:15 AM GMT+230-
40Female20000-30000Nordic RegionI live in Nordic

creates value to local Danish food marketHigher food
Price2020/05/13 10:28:08 AM GMT+240-50Prefer not to
sayRestauranteur20000-30000Nordic RegionI live in Nordic
creates value to local Danish food marketIt increases the food
waste2020/05/13 11:06:07 AM GMT+220-
RegionYesNoIt is fancy and expensive cuisineNeverNoRich
peoplePeople following trendit has no significant affect on
Danish MarketHigher food Price2020/05/13 11:07:16 AM
ingredients of Nordic territoryOn special OccasionNo
IdeaTouristAll of the aboveit has no significant affect on
impact2020/05/13 11:43:56 AM GMT+220-
Nordic RegionYesMaybeIt is the cuisine of Nordic territoryOn

special OccasionYesPeople following trendHigher food
Price2020/05/13 12:08:47 PM GMT+220-
Nordic RegionYesYesIt is the cuisine of Nordic territoryOn
special OccasionYesRich peopleIts freshness and unique
ingredientsIt promotes Danish culinary tourism MarketHigher
food Price2020/05/13 1:45:07 PM GMT+220-
Nordic RegionMaybeMaybeIt has a manifest of using seasonal
OccasionYesMixedPeople following trendIt promotes Danish
culinary tourism MarketHigher food Price2020/05/13 9:08:35
PM GMT+230-40Female10000-20000Nordic RegionI live in
ingredients of Nordic territoryOn special OccasionMaybeIt
creates value to local Danish food marketIt tightens the
GMT+230-40FemaleWaiter/waitressAbove 40000AsiaI live in
Nordic RegionNoNoIt is fancy and expensive
cuisineNeverNoRich peoplePeople following trendit has no
Nordic (Europe)I live in Nordic RegionYesMaybeIt has a
territoryNeverMaybeMixedAll of the aboveIt creates value to

local Danish food marketHigher food Price2020/05/14 1:50:16
PM GMT+220-30MaleChef10000-20000Nordic RegionOnce in
a six monthYesMaybeIt is the cuisine of Nordic
territoryNeverYesRich peopleAll of the aboveIt promotes
9:18:34 PM GMT+230-40MaleStudent10000-20000Nordic
RegionI live in Nordic RegionYesNoIt is the cuisine of Nordic
territoryNeverMaybeTouristIts freshness and unique
ingredientsIt provides job opportunity in hospitality
industryHigher food Price
Untitled form.csvTimestampWhat is your age?What is your
gender?What is your Occupation?What is your income
level?Which region do you belong to?How often do you travel
Nordic region?Do you prefer trying local Food during your
travel?Do you understand the concept of New Nordic
Cuisine?What is your opinion about New Nordic Cuisine?How
often do you visit the New Nordic Cuisine Restaurant?Does
New Nordic Cuisine attract International tourists?If you are in
the Business (restaurant), What kind of guest visits more?Why
do you think New Nordic Cuisine attracts international
tourists?How does New Nordic Cuisine affect the Danish
Tourism Industry?What doy you think about the negative impact
of New Nordic Cuisine on the food market?2020/05/12 1:16:30

yearYesTouristAll of the aboveIt creates value to local Danish
food marketIt tightens the variation on Danish food
20000AsiaI live in Nordic RegionYesYesIt has a manifest of
using seasonal ingredients of Nordic
culinary tourism MarketIt increases the food waste2020/05/12
1:22:01 PM GMT+230-40MaleRestauranteurAbove
40000Nordic RegionI live in Nordic RegionYesYesIt is the
cuisine of Nordic territorySeveral times a yearYesMixedIts
freshness and unique ingredientsIt promotes Danish culinary
tourism MarketIt increases the food waste2020/05/12 1:35:27
of the aboveIt provides job opportunity in hospitality industryIt
tightens the variation on Danish food market2020/05/12 1:37:43
of the aboveit has no significant affect on Danish MarketHigher
food Price2020/05/12 1:43:51 PM GMT+240-

50MaleRestauranteur30000-40000Nordic RegionI live in Nordic
GMT+220-30FemaleWaiter/waitress20000-30000Nordic
RegionI live in Nordic RegionNoYesIt has a manifest of using
OccasionYesTouristPeople following trendIt promotes Danish
market2020/05/12 1:53:29 PM GMT+220-
30FemaleStudent10000-20000AsiaOnce a yearYesYesIt has a
manifest of using seasonal ingredients of Nordic territoryOnce a
monthYesTouristAll of the aboveIt creates value to local Danish
GMT+220-30MaleWaiter/waitress20000-30000Nordic RegionI
ingredients of Nordic territorySeveral times a yearYesMixedThe
presentation of DishesIt promotes Danish culinary tourism
MarketNo Negative impact2020/05/12 1:54:18 PM GMT+220-

RegionYesYesIt is the cuisine of Nordic
special OccasionYesMixedPeople following trendIt promotes
ingredients of Nordic territoryNeverYesMixedIts freshness and
MarketHigher food Price2020/05/12 1:57:05 PM GMT+220-
Nordic territoryOnce a monthYesMixedAll of the aboveit has no
waste2020/05/12 2:05:39 PM GMT+2Above 50Prefer not to
sayAbove 40000Nordic RegionI live in Nordic RegionYesYesIt
has a manifest of using seasonal ingredients of Nordic
territoryNeverYesRich peopleAll of the aboveit has no
significant affect on Danish MarketNo Negative

special OccasionNo IdeaLocalPeople following trendIt creates
value to local Danish food marketNo Negative
impact2020/05/12 2:16:33 PM GMT+240-
50MaleWaiter/waitress20000-30000Nordic RegionOnce a
monthYesYesIt is fancy and expensive
cuisineNeverMaybeTouristPeople following trendIt promotes
Danish culinary tourism MarketHigher food Price2020/05/12
live in Nordic RegionMaybeYesIt has a manifest of using

seasonal ingredients of Nordic territoryOnce a
monthYesTouristAll of the aboveIt promotes Danish culinary
tourism MarketHigher food Price2020/05/12 2:35:14 PM
30000Nordic RegionI live in Nordic RegionYesYesIt is similar
to French and Spanish CuisineOnce a monthYesMixedIts
freshness and unique ingredientsIt creates value to local Danish
GMT+220-30MaleChef30000-40000Outside Nordic (Europe)I
OccasionMaybeMixedThe presentation of DishesIt creates value
to local Danish food marketIt increases the food
waste2020/05/12 2:45:19 PM GMT+220-
yearMaybeLocalAll of the aboveIt provides job opportunity in
hospitality industryHigher food Price2020/05/12 2:51:19 PM
GMT+240-50MaleRestauranteurAbove 40000Nordic RegionI

yearYesTouristPeople following trendIt provides job
Price2020/05/12 2:56:52 PM GMT+220-30MaleChef20000-
Price2020/05/12 3:15:22 PM GMT+2Above 50MaleChef30000-
40000Nordic RegionOnce a yearYesYesIt is the cuisine of
Nordic territoryNeverYesLocalPeople following trendit has no
ingredients of Nordic territoryOn special OccasionYesAll of the
aboveIt promotes Danish culinary tourism MarketHigher food
Price2020/05/12 3:32:25 PM GMT+230-

30000Outside Nordic (Europe)Once a yearYesMaybeIt is fancy
and expensive cuisineSeveral times a yearYesMixedAll of the
aboveit has no significant affect on Danish MarketNo Negative
30000Nordic RegionOnce in a six monthYesYesIt has a
territorySeveral times a yearYesLocalAll of the aboveIt
impact2020/05/12 4:40:51 PM GMT+220-
Nordic RegionYesNoIt is the cuisine of Nordic
territoryNeverYesMixedIts sustainable food practisesIt
Price2020/05/12 5:08:06 PM GMT+240-50FemaleChef20000-
30000Nordic RegionSeveral Times in a yearYesNoIt has a
special OccasionYesMixedPeople following trendIt provides job
impact2020/05/12 5:23:06 PM GMT+230-40MaleStudent10000-
20000AsiaOnce a yearMaybeNoIt has a manifest of using
OccasionYesMixedAll of the aboveIt promotes Danish culinary
tourism MarketNo Negative impact2020/05/12 5:24:02 PM

aboveIt provides job opportunity in hospitality industryNo
Negative impact2020/05/12 5:24:27 PM GMT+220-
Nordic territoryOnce a monthYesMixedAll of the aboveIt
40000Nordic RegionI live in Nordic RegionYesMaybeIt has a
territoryNeverNoMixedPeople following trendit has no
waste2020/05/12 6:47:14 PM GMT+220-30MaleChef20000-
Price2020/05/12 7:05:21 PM GMT+220-30MaleStudent10000-
20000Nordic RegionI live in Nordic RegionNoIt is the cuisine
of Nordic territoryNeverNo IdeaRich peoplePeople following
trendit has no significant affect on Danish MarketNo Negative
30000Nordic RegionOnce a monthYesYesIt has a manifest of

using seasonal ingredients of Nordic territoryOnce a
monthYesLocalIts sustainable food practisesIt provides job
opportunity in hospitality industryHigher food Price2020/05/12
9:32:17 PM GMT+220-30FemaleStudent10000-20000Outside
Nordic (Europe)I live in Nordic RegionYesNoIt is similar to
French and Spanish CuisineNeverMaybeMixedPeople following
trendIt promotes Danish culinary tourism MarketHigher food
Price2020/05/12 11:03:57 PM GMT+220-
30FemaleStudent10000-20000AsiaOnce a monthYesNoIt is the
cuisine of Nordic territoryOnce a monthMaybeTouristIts
sustainable food practisesIt creates value to local Danish food
marketIt tightens the variation on Danish food
market2020/05/12 11:12:38 PM GMT+220-
RegionMaybeNoIt has a manifest of using seasonal ingredients
of Nordic territoryNeverMaybeMixedAll of the aboveIt
ingredients of Nordic territoryNeverMaybePeople following
trendIt promotes Danish culinary tourism Market2020/05/12
Nordic (Europe)I live in Nordic RegionYesNoIt has a manifest
of using seasonal ingredients of Nordic territoryOn special

OccasionMaybeTouristIts sustainable food practisesIt promotes
11:47:06 PM GMT+220-30FemaleWaiter/waitress20000-
30000Outside Nordic (Europe)I live in Nordic
RegionYesMaybeIt has a manifest of using seasonal ingredients
of Nordic territoryOn special OccasionNo IdeaMixedAll of the
aboveIt creates value to local Danish food marketIt tightens the
variation on Danish food market2020/05/13 12:55:32 AM
Nordic RegionYesMaybeIt is fancy and expensive
cuisineNeverYesMixedAll of the aboveIt promotes Danish
AM GMT+220-30FemaleStudent10000-20000Outside Nordic
(Europe)I live in Nordic RegionMaybeNoIt is the cuisine of
Nordic territoryNeverMaybe2020/05/13 8:03:01 AM GMT+220-
30FemaleStudent10000-20000Nordic RegionI live in Nordic
Nordic territoryOn special OccasionYesAll of the aboveIt
Price2020/05/13 8:16:58 AM GMT+220-
30FemaleRestauranteur10000-20000Nordic RegionSeveral
Times in a yearYesMaybeIt is the cuisine of Nordic
territoryNeverMaybePeople following trendIt promotes Danish
AM GMT+2Above 50MaleChefAbove 40000Nordic

RegionSeveral Times in a yearYesYesIt has a manifest of using
seasonal ingredients of Nordic territorySeveral times a
yearYesMixedAll of the aboveIt promotes Danish culinary
tourism MarketNo Negative impact2020/05/13 9:32:25 AM
GMT+230-40FemaleStudent10000-20000Outside Nordic
(Europe)I live in Nordic RegionMaybeMaybeIt has a manifest
of using seasonal ingredients of Nordic territoryNeverNo
IdeaPeople following trendIt creates value to local Danish food
marketHigher food Price2020/05/13 9:32:38 AM GMT+220-
30MaleStudent10000-20000Nordic RegionI live in Nordic
Nordic territoryOn special OccasionMaybeMixedAll of the
aboveIt creates value to local Danish food marketHigher food
Price2020/05/13 9:35:19 AM GMT+220-
Nordic RegionYesNoNo Idea2020/05/13 9:55:11 AM
Nordic RegionYesNoIt has a manifest of using seasonal
OccasionNoMixedPeople following trendit has no significant
affect on Danish MarketHigher food Price2020/05/13 9:57:29
AM GMT+220-30MaleChef30000-40000Outside Nordic
(Europe)I live in Nordic RegionYesYesIt is the cuisine of
Nordic territorySeveral times a yearYesMixedIts freshness and

MarketNo Negative impact2020/05/13 10:04:15 AM GMT+230-
40Female20000-30000Nordic RegionI live in Nordic
creates value to local Danish food marketHigher food
Price2020/05/13 10:28:08 AM GMT+240-50Prefer not to
sayRestauranteur20000-30000Nordic RegionI live in Nordic
creates value to local Danish food marketIt increases the food
waste2020/05/13 11:06:07 AM GMT+220-
RegionYesNoIt is fancy and expensive cuisineNeverNoRich
peoplePeople following trendit has no significant affect on
ingredients of Nordic territoryOn special OccasionNo
IdeaTouristAll of the aboveit has no significant affect on
impact2020/05/13 11:43:56 AM GMT+220-

Nordic RegionYesMaybeIt is the cuisine of Nordic territoryOn
special OccasionYesPeople following trendHigher food
Price2020/05/13 12:08:47 PM GMT+220-
Nordic RegionYesYesIt is the cuisine of Nordic territoryOn
special OccasionYesRich peopleIts freshness and unique
ingredientsIt promotes Danish culinary tourism MarketHigher
food Price2020/05/13 1:45:07 PM GMT+220-
Nordic RegionMaybeMaybeIt has a manifest of using seasonal
OccasionYesMixedPeople following trendIt promotes Danish
culinary tourism MarketHigher food Price2020/05/13 9:08:35
PM GMT+230-40Female10000-20000Nordic RegionI live in
ingredients of Nordic territoryOn special OccasionMaybeIt
creates value to local Danish food marketIt tightens the
GMT+230-40FemaleWaiter/waitressAbove 40000AsiaI live in
Nordic RegionNoNoIt is fancy and expensive
cuisineNeverNoRich peoplePeople following trendit has no
Nordic (Europe)I live in Nordic RegionYesMaybeIt has a

territoryNeverMaybeMixedAll of the aboveIt creates value to
local Danish food marketHigher food Price2020/05/14 1:50:16
PM GMT+220-30MaleChef10000-20000Nordic RegionOnce in
a six monthYesMaybeIt is the cuisine of Nordic
territoryNeverYesRich peopleAll of the aboveIt promotes
9:18:34 PM GMT+230-40MaleStudent10000-20000Nordic
RegionI live in Nordic RegionYesNoIt is the cuisine of Nordic
territoryNeverMaybeTouristIts freshness and unique
ingredientsIt provides job opportunity in hospitality
industryHigher food Price
New Nordic cuisine and its effect on tourism in Denmark
Table of Contents
CHAPTER 18
INTRODUCTION8

BACKGROUND OF THE STUDY9
PROBLEM STATEMENT:10
RESEARCH OBJECTIVES:11
RESEARCH QUESTION:11
Structure of Thesis11
Chapter 212
Literature Review12
2.1 Gastronomy Tourism12
2.2 New Nordic Cuisine14
2.3 Important of local food in tourism Industry16
2.4 Tourist perception about New Nordic Cuisine17
2.5 Theoretical Framework18

CHAPTER 1
INTRODUCTION
Cuisine is a very versatile and a flexible word. The cuisine
word came from the French, comes from the same Latin roots
which gives the similar to the Spanish word cocina which means
kitchen (CulinaryLore, 2012). The cuisine word simply means a
style of cooking (CulinaryLore, 2012). The history of cuisine is
different in different countries and different continents. The
taste of foods varies place to place. The different popular
cuisines are Asian, Indian, African, middle eastern, Japanese,
Mediterranean, etc. The Indian cuisine are diverse use spices
(Schinkel, 2013). The diversity of spices has been the
foundation of Indian cooking Schinkel, 2013). The
Mediterranean cuisine has roots from countries and cultures on
the Mediterranean Sea Schinkel, 2013). Use of different herbs,
olives and vegetables are major ingredients; however, it varies
on countries and the culture (Schinkel, 2013). Food is basic
needs for human beings. It is a big part of human life.
Denmark is a Nordic country in Northwest Europe consist of a
peninsula and different islands such as Zealand, Funen and
Jutland. The Danish tourism market is quite famous as it attracts

millions of tourists every year. According to the Statista (2019),
about 2.2 million of tourist visited Denmark in 2019 and
contributes a large amount of GDP of a country which is 168.1
billion. The Danish tourism generates 118,000 full time jobs,
accounting for 4.2% of total employment (OECD, 2018). The
country’s historical places, beaches, museums, castles, local
food, etc. grab the attention of many tourists every year
Tourism sectors covers a large portion of economics of a nation.
People travel from one place to another for various region such
as explore culture, taste local food, business, etc. According to
Ugurla (2010), "tourism is a collection of activities, services
and industries which deliver a travel experience comprising
transportation, accommodation, eating and drinking
establishments, retail shops, entertainment businesses and other
hospitality services provided for individuals or groups traveling
away from home”. Local food plays an essential role for the
tourist attraction. People who travels are always interested on
testing the locally produced food. It adds some great experience
on their travels. People spend a lot of money on food on their
travel and it would impact on both government and the local
business. The attraction of tourist towards the local food would
promote their cuisine as well as the tourist destination.
Similarly, the New Nordic Cuisine has been popular in the
Nordic countries from last few years. The New Nordic cuisine

was invented in the Nordic region, particularly in Denmark by
the chef Rene Redzepi and the food entrepreneur Claus Meyer
(Sundbo & Sorensen, 2013). Redzepi and Meyer described New
Nordic Cuisine as a purity, simplicity and freshness.
BACKGROUND OF THE STUDY
New Nordic cuisine was invented in the Nordic region,
particularly in Denmark by the chef Rene Redzepi and the food
entrepreneur Claus Meyer (Sundbo & Sorensen, 2013). They
described it as a purity, simplicity and freshness. It emphasizes
the locally grown ingredients and seasonal product from the
Nordic Territory with the quality of cooking style. Sundbo &
Sorensen (2013) mentioned that, the reason behind it calling the
New Nordic Cuisine is due to the adaptation of serving
uncooked plants and flowers, the reintroduction of old methods
of preservation and the adaptation of molecular gastronomy.
Similarly, tourism is interrelated to the food industry of any
country.

The Encyclopedia Britannica (as cited in Kivela & Crotts, 2005)
states that gastronomy is all about the art of selecting,
preparing, serving, and enjoying fine food. It is about dealing
with a food with a quality. Gillespie (as cited in Kivela &
Crotts, 2005) mentioned that “gastronomy is about the
recognition of a variety of factors relevant to foods and
beverages eaten and consumed by a group, in a locality, religion
or even a nation”. The gastronomy sector is very important and
deeply related to the tourism sector of the country. Whenever
tourist think about any destination, they consider about enjoying
the local food of the place. With the context of New Nordic
Cuisine, Copenhagen has been succeeding and ranked as a top
place in the gastronomy field as some restaurants has been
awarded under 50 best restaurants in the world. The Noma and
Geranium from Copenhagen has been listed the 2nd and 5th best
restaurant in the world respectively which draws the lots of
attention from all over the world (50best, 2019). Denmark holds
total of 33 Michelin stars. This could clearly say that the New
Nordic Cuisine has gone too far. The gastronomy of Denmark is
very popular as so may cooking competitions held and also
participates from Denmark such as Bocuse d’or. It all helps to
popularize the Danish food market. This shows the relationship
between the popularity of New Nordic Cuisine and the
popularity of Danish culinary market for tourism. The local
food of a particular place represents its unique culture and local

experiences. Tourist are always seeking for the unique local
experience and the local food of the particular places they
travel. In the context of New Nordic Cuisine, the local,
seasonal, unique way of preserving food can attract the tourist.
In addition to, adopting the seasonal and locally grown
ingredients promote the sustainable business as well. The New
Nordic Cuisine has the manifesto of promoting seasonal and
local fresh ingredients (Leer, 2016). Macdiarmid, 2014 states
that he food that are grown seasonal and promoting local food
reduces the green house gas emission. According to the Statista
(2019), millions of tourist travel to Denmark every year which
has a great impact in the economy of the country. The classical
Danish cuisine such as Danish hot dog, Frikadeller, smorrebrod
(open sandwich), Flaeskesteg, etc. are the popular Danish local
food. The New Nordic Cuisine has completely changed the
concept of food. The motivation of conducting this research is
the uniqueness of New Nordic Cuisine and how it impacts on
the tourism of Denmark. The popularity of cuisine, its
uniqueness, the presentation of the dish motivates me to do
further research on its impact to the tourism of a country.
PROBLEM STATEMENT:

Denmark attracts millions of tourists every year and how does
its foods impact on it. Denmark is beautiful country with the
development of infrastructure and its history. The country’s
historical places, beaches, museums, castles, local food, etc.
grab the attention of many tourists every year. There have been
millions of tourist flow in Denmark but what drives the tourist
to Denmark? The New Nordic Cuisine was initiated in 2004
with a manifesto proposing a cuisine based exclusively on
products from the Nordic terroir (Leer, 2016). The promotion of
local and season food is the main idea of New Nordic Cuisine.
Many people often find the New Nordic Cuisine expensive as it
is cooked and prepared in a high-quality standard. The motive
of this thesis is to investigate the New Nordic cuisine and its
contribution to tourism. However, is there any relation between
Nordic food and tourism? There is big gap in relation to Nordic
food and the tourism. This research will expect to fill out the
gap between Nordic Cuisine and Tourism.
RESEARCH OBJECTIVES:
The aim of this research is to find out how does the New Nordic

Cuisine contributes to tourism industry.
RESEARCH QUESTION:
1. How does the New Nordic cuisine attract tourists to
Denmark?
2. What is the perception of tourist about the Nordic cuisine?
Structure of Thesis
The study is divided into five different topics with heading and
subheadings. The chapter 1 is the introduction part which
describes the Danish tourism market and its background. The
background of the study part explains the introduction and the
history of the New Nordic Cuisine and its concept. As part of
the thesis, the introduction part contains the background of the
thesis, problem statement, research questions and objectives.

Chapter 2Literature Review
2.1 Gastronomy Tourism
The gastronomy topic is a single word of representing a food
industry of a society, ethnicity, group, country or a region.
Every country has its own special history of gastronomy
industry. Experiencing a gastronomy is the core part of any
travel where tourist pays very close attention to the local and
gastronomy propositions in order to meet expectations
(Burkharov & Berezka n.d.). Kivela & Crotts (2005) claims
that, the word culinarian is used as a synonymously with
gastronomy and it often describe as a country`s or region`s
dishes, food, and food preparation techniques. Therefore, Long
(as cited in Kivela Crotts, 2015) argues that culinary tourism is
all about experiencing other cultures through food. Wolf (as
cited in Kivela & Crotts, 2005) defined gastronomy industry as
travelling to a particular region for the purpose of exploring and
enjoying their food and beverage and to savour unique and
memorable gastronomy experiences. Kivela & Crotts (2005)
claims that, the gastronomy has played a great role for
advertising and the marketing some tourist destinations. Some
travel organization offers gastronomy holidays to Asia, Italy,

and France (Kivela & Crotts 2005). People on a holiday dine out
for the experience of new cuisine and new taste. It adds up more
experience on their journey. When people choose their travel
destination, they consider several factors. It includes the
geography of a place, local food, nature, culture, social
infrastructure. The local food always takes a major role on
choosing a destination. For any destinations, their gastronomy
plays a central feature of the tourist attraction because the
destination provides the unique food, recipes, chefs, and the
cultural backdrop that makes gastronomy an idea product for
tourist consumption (Kivela & Crotts, 2005).
Hall et all., Kim et all. & Leong et al. (as cited in Burkharov &
Berezka, 2018) states that, tourist seeking gastronomy values
are not only hoping to satisfy their physical needs by consuming
the food but also seeking unique local culture and social
experiences as they taste the local regional cuisine with the
local specialities and the flavour and they appreciate the local
lifestyles from a gastronomic perspectives. Hall et all, Kim et
all & Leong et al (as cited in Burkharov & Berezka, 2018)
claims that gastronomy tourism adds up attractiveness on tourist
destinations and tourism value which contributes to sustainable
tourism development. Burkharov & Berezka (2018) mentioned
that, the concept and identity of local specialities plays a great
role in order to develop a particular destination as a gastronomy

hub. It includes raw materials, preparation of products, dishes,
recipes and the origins. In the context of New Nordic cuisine,
its manifesto could play a great role in order to promote a
destination for the gastronomy hub. For this, there should be
more producers to produce high quality food products that
provides a basis for the development of local cuisine based on
the traditional dishes using local ingredients and local preparing
methods and techniques (Burkharov & Berezka 2018). To create
a gastronomy value proposition for tourist, the traditional
dishes can be newly interpreted based on the changes in the
lifestyle, behaviour, preferences and in a creative way by chef
(Burkharov & Berezka 2018). This is exactly how it works in
the case of New Nordic Cuisine. The cuisine has done and
presented in a creative way to the traditional dishes using very
local and seasonal ingredients.
According to Pyo et all. (as cited in Canizares $ Canalejo,
2015), there are studies which conforms that eating is the less
activity where tourists are less likely to reduce their holiday
spending. Richard (as cited in Canizares $ Canalejo, 2015),
states that tourist prioritize their visit destination by carefully
selecting restaurants or foods that will satisfy personal
preferences. The certain unique dishes could be the pull factor
of marketing tools for the gastronomy tourism. Some countries
in the world has a huge figures of gastronomy tourism. They

generate big figures of capitals from food tourism. Culinary
Tourism (as cited in Canizares $ Canalejo, 2015) claims that,
the UK alone generates about eight billion dollars’ worth capital
per year. It clearly says that most tourist on their travel would
like to dine and experience the gastronomy of the destination.
There are large number of gastronomy tourism in different
countries. The different tourist has different objectives of
travelling the destination however, the local cuisine and local
food takes a huge space on tourist preference.
2.2 New Nordic Cuisine
Leer (2016) states that, the New Nordic cuisine was introduced
in 2004 with a manifesto proposing a cuisine based on product
produced from Nordic region. The founder of the New Nordic
Cuisine is food entrepreneur Claus Meyer and famous chef Rene
Redzepi (Sundbo & Sorensen, 2013). The New Nordic cuisine
applies in the Nordic region. The chefs from the region have
started and rediscovered local produced food beyond the
characteristics (Byrkjeflot, Pedersen $ Svejenova, 2013). The
region has a tradition of consuming a smoked salmon, marinated
herring, rye bread, etc. The New Nordic Cuisine was an identity
movement as it was triggered by the active involvement of

entrepreneur leaders from the culinary profession, high-profile
political support (the Nordic Council of Minister and the
national minister), scientists and audience (foodies and others)
(Byrkjeflot et al, 2013).
According to Byrkjeflot at al (2013) states that the New Nordic
Cuisine was developed under 3 different mechanisms. First, the
emergence of restaurant Noma by food entrepreneur Claus
Meyer and chef Rene Redzepi who aimed to change the food in
Denmark and to redefine Nordic food (Byrkjeflot, et al, 2013).
Also, Skyum-Nielsen, 2010 p.11 (as cited in Byrkjeflot et al,
2013) mentioned that the restaurant building plays a significant
role to reflect the North Atlantic cuisine due to the location of
the building and its history. The building is located at the
Copenhagen harbor area and called the North Atlantic house
which used to be a former 18th century warehouse and it turned
into a cultural centre for the North Atlantic region (Byrkjeflot
et al, 2013). After opening the restaurant Noma, food
entrepreneur Claus Meyer and chef Rene Redzepi organised a
conference and brought different gastronomic leading
entrepreneurs and the chefs from the Scandinavian countries and
signed a manifesto of New Nordic Cuisine (Byrkjeflot et al,
2013). According to Byrkjeflot et al, (2013), the purpose behind
the manifesto was to use and promote the local, original food
culture and it also associates with the purity, freshness and

simplicity; with local, seasonal ingredients from the Nordic
terroir; and with a healthy, green, and environmentally friendly
profile. Second, legitimation which means the professional
project of political and public servants across the Nordic
countries. The project held from 2006 to 2006 which gives a
unique opportunity for branding and bosting Nordic region and
the New Nordic Cuisine through policies and incentives
(Byrkjeflot et al, 2013). Third, the contested expansion (2007-
2010) brings incentives that encourage and attracted
entrepreneurs to bring strategies and concrete projects that are
related to New Nordic Cuisine (Byrkjeflot et al, 2013).
Byrkjeflot et al (2013) states that the projects went as a
professionally and reached out to politics and school project
through Nordic food. This is a little background of the New
Nordic Cuisine. The process of formation of New Nordic
Cuisine and how the project went success in the Nordic
territory.
Leer (2016) summarise that, the whole idea of the New Nordic
Cuisine to express the purity, freshness and the ethics
associated with the Nordic region. He also adds that the New
Nordic Cuisine aims to reflect the changes on season meaning,
using seasonal grown products. At last, the New Nordic Cuisine
concerns the use of ingredients and produce a food that are
particularly excellent in Nordic territory (Leer, 2016). In this

journey, the different top restaurants like Noma (Copenhagen),
Faviken (Sweden), etc has set a Nordic region in to the culinary
map of the world. This idea of New Nordic food rediscovering,
rethinking, promotes a Nordic food and its cultures (Leer,
2016). This will definitely impact in the tourism sectors as well.
The promotion of New Nordic Food would promote its Nordic
culture and traditions (Leer, 2016). Here, the promotion of local
region food is the promotion of culture and tradition
internationally. This could be a great opportunity for the
tourism market.
2.3 Important of local food in tourism Industry
Food is a basic need of human beings. According to Horn
&Tsai, 2010 (as cited in Guzel & Apaydin, 2016) mentioned
that gastronomy tourism plays a significant role to attract
international tourists. Guzel & Apaydin (2016) summarise that
food is also a part of local culture which helps for the growth of
economics by the eating habits of tourists. Besiere, 1998 (as
cited in Guzel & Apaydin, 2016) states that, local food is an
iconic product of a specific region. In the context of New
Nordic Cuisine, the food can be unique to represent the Nordic
region for the tourist. This can be a motivation for the tourist

and a tool for the promotion of the food tourism of Nordic
region. However, the decision or the pull factors for the
destinations from tourist sides remains with them. A report by
Enteleca Research and Consultancy, 2000 (as cited in Guzel &
Apaydin, 2016) explained local food as a food that is typically
from a specific region and has not imported from another
region. As people are more concern about their health, they
would like to have an overview of what’s in their plate. The
local and sessional food are always considered as good for
health and environment. Guzel & Apaydin, (2016) mentioned
that the locally grown and produced food has a good quality.
Tourist seeks an experience when it comes for the local food
and the taste. The meaning of the cuisine adds more value in it.
Guzel & Apaydin (2016) pointed out that, tourist who are
looking for the meaning, authenticity and the story of local
cuisine are not only consuming food but also, they are
consuming the meaning of it. The tourism sectors contribute a
lot in the economy of a particular nation. The tourism sectors
could include different tourism activities like sports tourism,
events tourism, cultural tourism, etc. Food tourism is one of
them and it is booming day by day. Guzel & Apaydin (2016)
concluded that local food can be used as a weapon for the
marketing tools of a nation and can impact economically.
The time has created more value and importance of local food in

a tourism industry. Bjork & Raisanen (2017) notes that the local
food can help for the development of region, promotion of
restaurant, hotel and the destination. The many countries are
characterised by its unique regional and national cuisine as
tourist are showing more interest in locally grown and produced
food (Bjork & Raisanen, 2017). Different tourist has different
perception about the local food. Some people are more concern
about the health and its impact on society and environment.
Pearsen et al.,2011(as cited in Bjork & Raisanen, 2017)
mentioned that people are concerned about the impact of food
on environment and they want to consume local food to support
the local community and the farmers. The reason of mentioning
the importance of local food is to show a relationship of
tourist’s perception towards the local food of a destination
country and its role in a society and a country. Bjork &
Raisanen (2017) clarify that the local food is a gateway to
understand the intangible heritage, culture, local food and
drinking culture of the destination. The different cultural sites,
historical museum, Viking culture, identical food and drink
culture of Denmark could influence lots of tourists to visit
Denmark. However, it could depend on the status of tourist and
their perception towards the destination. Sims, 2009 (as cited in
Bjork & Raisanen, 2017) mentioned that local food can be used
as tools of promotion of a region and also helps in the
sustainable regional development and its tourism. Bjork &

Raisanen, (2017) finds that the local regional food are source of
consuming local culture and pleasure and also some portion of
tourists are engaging in search of new and unique food together
with its importance. Here, in this literature part, I am trying to
relate how the local food impacts on society and a nation. I
assume this would give an idea of how local cuisine (New
Nordic Cuisine) plays a role on branding of Danish cuisine and
tourism. This is a link of tourist to local cuisine and its
outcomes to destination’s tourism industry and society.
2.4 Tourist perception about New Nordic Cuisine
The nomination of NOMA as the best restaurant in the world in
2010 has caught the attention of the culinary scenario of
Copenhagen (Ooi & Pedersen, 2017). The success of New
Nordic Cuisine has made the Copenhagen into a food
destination and a set an image of Denmark as well as Nordic
region (Ooi & Pedersen, 2017). The success of New Nordic
Cuisine has attracted the attention of different international
media and Rene Redzepi became a major celebrity in the
culinary field (Ooi & Pedersen, 2017). According to Wolff (as
cited in Ooi & Pedersen, 2017) the New Nordic Cuisine has
been compared to different world`s established cuisine such as

French and Spanish cuisine and mentioned that the New Nordic
Cuisine creates a link to the nature. The different factor affects
the perception of gastronomy tourist and tourist could react on
its basis. The social status and the wealthiness of the society
could also consequence its gastronomic identity for the tourist
(Guzel & Apaydin, 2017). According to Ooi & Pedersen (2017),
Copenhagen’s food culture is promoted through various events
such as street food, festivals, dinning week etc. The second
challenge is the local turn using local and seasonal produces as
the main focus in the new Nordic Cuisine movement. The idea
of local cuisine highlights the uniqueness of the place.
According to Ooi & Pedersen (2017), not only food and food
related activities are relevant for tourism and its development,
but also existing food and drink activities can be detrimental to
the destination images. The rich nature of island, different
culture heritage and fine culinary resources has grabbed the
attention of Nordic food Industry (Ooi & Pedersen, 2017).
culture, different castles and cultural sites assert the unique and
authentic identity to the place. This helps on the branding of
tourism of the city. The research of Ooi & Pedersen (2017)
highlights some points which says that not only New Nordic
Cuisine can brand the city for the tourist. There are some
factors that could raise challenges and questions. Even though
the New Nordic Cuisine is popular it does not only represent
Denmark. Copenhagen is the part of the Nordic territory, but the

cuisine represents the Nordic region and its unique food
ingredients. Second, the main concept of Nordic Cuisine is to
use the seasonal and local ingredients and it cannot neither be
unique nor authentic as different country does it and can simply
be applied in any region (Ooi & Pedersen, 2017). This could
raise a challenge to brand the destination as a gastronomy.
Denmark lunched different public events related to food for the
promotion of its destination. Moskin (2011) mentioned that
Denmark lunched large-scale event called ‘FoodCamp’ with the
huge amount of financial support from Nordic tourism and
business. The whole idea of it was to attract some of the
culinary tourism that Spain, France has enjoyed (Moskin, 2011).
The permanently closed of World’s top restaurant El Bulli
results the attention of many chefs to the north (Moskin, 2011).
The different international newspapers and media has got
attention to New Nordic Cuisine after the success of the world’s
top restaurant Noma. The New Nordic cuisine has drawn the
concentration of many culinary tourist.
2.5 Theoretical Framework

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