Tourism Promotion Through the Unesco Creative City of Gastronomy

Abstract

The research aim is to use Macau, SAR China, as a case study to better understand the role of cuisine in promoting tourism, specifically: (1) identify key attributes for Gastronomia Macaense (Macanese cuisine) from community and industry leaders; (2) raise awareness for the importance of culinary heritage and food branding; and (3) offer a foundation for collective responses among stakeholders to participate in the application of the UNESCO Creative City of Gastronomy. Qualitative interviews for investigating Macanese cuisine were undertaken based upon identity, authenticity, image, and longevity. The findings suggest that Macanese cuisine serves as a catalyst of change for a new identity amid the influx of tourists from Mainland China. Locals are experiencing a reawakening process of their fusion cuisine; however, it also demonstrates slippery authenticity and poor image of the cuisine among industry leaders. The purpose of the UNESCO Creative City of Gastronomy is to reassert culinary heritage and cultural identity by raising the public awareness and the repackaging of tradition and authenticity for food consumption becomes the priority.