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Experiencing-the-Experience: An Examination of the Significance of Infrastructure, Co-creation and Co-branding within the Transnational Gastronomic Tourism Industry

Author

Listed:
  • Helena A. Williams

    (Edinburgh Napier University, The Business School, Edinburgh, EH14 1DJ, UK.)

  • Robert L. Williams, Jr.

    (Department of Business Administration and Economics, Saint Mary’s College, Notre Dame, IN, USA.)

  • Maktoba Omar

    (Edinburgh Napier University, The Busi-ness School, Edinburgh, EH14 1DJ, UK.)

Abstract

This paper examines infrastructure considerations and the significance of co-creation and co-branding within the Culinary Transnational Gastronomic Tourism Industry. Gastronomic Tourists crave hands-on immersion into regional food cultures. For the gastro-tourist, where experiencing-the-experience is paramount - the easier it is to find and access safe, memorable food-related activities - the quicker tourism on-the-whole will benefit. The industry has recognized the growing potential for this market niche, yet what’s currently available through traditional tourist venues seems lacking. This paper discusses impact factors for both tourists and hosts during three stages of touring – Communication & Planning; Logistics; The Experience. It concludes by proposing that only when the Tourist Industry emulates early culinary tourist innovators; co-creates, co-brands, and logistically supports rich, authentic, memorable gastro-experiences on a wider scale; and embraces transnational practices, will the true economic and social impact of this target market of lucrative spenders begin to be realized across the globe.

Suggested Citation

  • Helena A. Williams & Robert L. Williams, Jr. & Maktoba Omar, 2014. "Experiencing-the-Experience: An Examination of the Significance of Infrastructure, Co-creation and Co-branding within the Transnational Gastronomic Tourism Industry," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(1), pages 21-37, May.
    • Handle: RePEc:mig:tmjrnl:v:2:y:2014:i:1:p:21-37
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    References listed on IDEAS

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