Segmenting foodies for a foodie destination

ABSTRACT

The consumption of food is an integral part of a tourism experience. As foodie travellers seek out unique food experiences, it is valuable for tourism destination managers to understand their preferences and behaviours. Using a 61-item foodie activity scale, 2948 surveys were analyzed to determine clusters of foodies. The findings suggest that researchers or destination managers should avoid a “one size fits all” approach in the development of foodie destinations. Giving attention to the travel preferences and types of experiences that foodie segments prefer may allow communities reap the benefits of serving as a destination for foodie travellers.

KEYWORDS:

• Foodie
• culinary traveller
• cluster analysis
• foodie destination
• traveller segmentation

Disclosure statement

No potential conflict of interest was reported by the authors.