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Creative Tourism: An Umbrella for Agrifood Travel Experiences?

Author

Listed:
  • Jibin Baby

    (College of Agriculture, Food & Natural Resources, University of Missouri, Columbia, MO 65201, USA)

  • Carla Barbieri

    (Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA)

  • Whitney Knollenberg

    (Department of Parks, Recreation and Tourism Management, North Carolina State University, Raleigh, NC 27695, USA)

Abstract

Creativity is becoming more relevant to increasing destinations’ distinctiveness. While anecdotal evidence suggests that travel to experience any aspect of the agrifood process encompasses key indicators of Creative Tourism (CT), the alignment of agrifood experiences with CT remains unexplored, limiting destinations’ potential to leverage the growing demand for both creative and agrifood experiences. Thus, we assessed the importance of CT indicators across three types of agrifood experiences (agritourism, craft beverages, food) in contrast with beach-going (control) while traveling using hypothetical scenarios. We collected data in 2023 from a non-random panel of 1019 residents across the USA (250 pre-established quotes per travel scenario) using an electronic survey. Results showed that those in the agrifood travel scenarios, notably in agritourism, perceived higher levels of creativity as compared to those in the control group across all creative domains, which supports CT as a suitable scholarly framework to position agrifood travel experiences. Results also indicate that destinations having strong agrifood experiences—and notably agritourism—should build upon their shared creative elements, mainly gravitating around experiencing local livelihoods, to increase their competitiveness. This study’s results can inform destinations seeking to strengthen their distinctiveness by catering to the increasing number of tourists seeking creative food, agricultural, and beverage experiences.

Suggested Citation

  • Jibin Baby & Carla Barbieri & Whitney Knollenberg, 2024. "Creative Tourism: An Umbrella for Agrifood Travel Experiences?," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-18, December.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:4:p:76-1380:d:1537986
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    References listed on IDEAS

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    1. Carla Barbieri & Kathryn T. Stevenson & Whitney Knollenberg, 2019. "Broadening the utilitarian epistemology of agritourism research through children and families," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(19), pages 2333-2336, November.
    2. Diep Ngoc Su & Lester W. Johnson & Barry O’Mahony, 2020. "Analysis of push and pull factors in food travel motivation," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(5), pages 572-586, March.
    3. Riccardo Testa & Antonino Galati & Giorgio Schifani & Anna Maria Di Trapani & Giuseppina Migliore, 2019. "Culinary Tourism Experiences in Agri-Tourism Destinations and Sustainable Consumption—Understanding Italian Tourists’ Motivations," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    4. Nancy Duxbury & Fiona Eva Bakas & Tiago Vinagre de Castro & Sílvia Silva, 2020. "Creative Tourism Development Models towards Sustainable and Regenerative Tourism," Sustainability, MDPI, vol. 13(1), pages 1-17, December.
    5. Gil Arroyo, Claudia & Barbieri, Carla & Rozier Rich, Samantha, 2013. "Defining agritourism: A comparative study of stakeholders' perceptions in Missouri and North Carolina," Tourism Management, Elsevier, vol. 37(C), pages 39-47.
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