Digital marketing and food tourism: towards a better understanding of food tourists’ engagement

Joanna Kempiak, Lynsey Hollywood, Peter Bolan, Audrey Gilmore

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Having considered the importance of food in a destination’s development, its key role in the tourists’ experience, marketing and enhancing the existing tourism ‘product-service’ offering, it is not surprising that food tourism is a growing sector. Moreover, food has become a major theme across various digital communication channels. With this in mind, tourism businesses must maximise the potential of various new digital technologies which, enable tourists to engage with a destination, especially since consumers’ reliance on social networks is increasing due to the advances in technology and media communications. Subsequently, the purpose of this research is to examine the role of digital marketing communications within the food tourism context. To gain an in-depth insight into the industry outlook and a better understanding of tourists’ behaviour, a qualitative two stage multiple method research design has been proposed.
LanguageEnglish
Title of host publicationUnknown Host Publication
Number of pages9
Publication statusPublished - 4 May 2016
EventCHME (Council for Hospitality Management Education) Conference 2016 - Ulster University, Belfast
Duration: 4 May 2016 → …

Conference

ConferenceCHME (Council for Hospitality Management Education) Conference 2016
Period4/05/16 → …

Fingerprint

Tourists
Digital marketing
Tourism
Food
Destination
Experiential marketing
Tourist behaviour
Marketing communications
Social networks
Research design
Communication channels
Communication technologies
Communication media
Tourism product
Industry
Digital technology
Tourist experience

Keywords

  • food tourism
  • food tourist
  • digital marketing
  • co-creation

Cite this

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title = "Digital marketing and food tourism: towards a better understanding of food tourists’ engagement",
abstract = "Having considered the importance of food in a destination’s development, its key role in the tourists’ experience, marketing and enhancing the existing tourism ‘product-service’ offering, it is not surprising that food tourism is a growing sector. Moreover, food has become a major theme across various digital communication channels. With this in mind, tourism businesses must maximise the potential of various new digital technologies which, enable tourists to engage with a destination, especially since consumers’ reliance on social networks is increasing due to the advances in technology and media communications. Subsequently, the purpose of this research is to examine the role of digital marketing communications within the food tourism context. To gain an in-depth insight into the industry outlook and a better understanding of tourists’ behaviour, a qualitative two stage multiple method research design has been proposed.",
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year = "2016",
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Kempiak, J, Hollywood, L, Bolan, P & Gilmore, A 2016, Digital marketing and food tourism: towards a better understanding of food tourists’ engagement. in Unknown Host Publication. CHME (Council for Hospitality Management Education) Conference 2016, 4/05/16.

Digital marketing and food tourism: towards a better understanding of food tourists’ engagement. / Kempiak, Joanna; Hollywood, Lynsey; Bolan, Peter; Gilmore, Audrey.

Unknown Host Publication. 2016.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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AU - Bolan, Peter

AU - Gilmore, Audrey

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N2 - Having considered the importance of food in a destination’s development, its key role in the tourists’ experience, marketing and enhancing the existing tourism ‘product-service’ offering, it is not surprising that food tourism is a growing sector. Moreover, food has become a major theme across various digital communication channels. With this in mind, tourism businesses must maximise the potential of various new digital technologies which, enable tourists to engage with a destination, especially since consumers’ reliance on social networks is increasing due to the advances in technology and media communications. Subsequently, the purpose of this research is to examine the role of digital marketing communications within the food tourism context. To gain an in-depth insight into the industry outlook and a better understanding of tourists’ behaviour, a qualitative two stage multiple method research design has been proposed.

AB - Having considered the importance of food in a destination’s development, its key role in the tourists’ experience, marketing and enhancing the existing tourism ‘product-service’ offering, it is not surprising that food tourism is a growing sector. Moreover, food has become a major theme across various digital communication channels. With this in mind, tourism businesses must maximise the potential of various new digital technologies which, enable tourists to engage with a destination, especially since consumers’ reliance on social networks is increasing due to the advances in technology and media communications. Subsequently, the purpose of this research is to examine the role of digital marketing communications within the food tourism context. To gain an in-depth insight into the industry outlook and a better understanding of tourists’ behaviour, a qualitative two stage multiple method research design has been proposed.

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