Affiliation:
1. Bina Nusantara University
2. Singapore Institute of Technology
Abstract
Identifying the conditions that will lead gastronomes to challenge their assumptions and knowledge are paramount for interest research in tourism settings and for marketers who aim to develop appropriate marketing strategies. An interpretivist paradigm adopted here consisted of the Zaltman Metaphor Elicitation Technique, which allowed the investigation on behavior development and interest among gastronomes and depict their typology. Findings revealed three stages of the development process which are labelled as (a) novice, (b) learner, and (b) expert to symbolize the different stages of development in food exploring of gastronomes over time. The typology with characteristics of gastronomes in different stages offers researchers and marketers an appealing way to think about the change in leisure participation. Results revealed that the value of participating in this activity is not merely not only to gain novel sensory experiences but also to actively seek for positive feelings and ideas that gastronomes associate with food exploring. The results reported here offer new insights for food tourism strategies in management and marketing.
Subject
Tourism, Leisure and Hospitality Management,Education
Cited by
5 articles.
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