Food tourism as a viable market segment: It's all how you cook the numbers!

Robert Douglas McKercher, Fevzi Okumus, Bendegul Okumus

Research output: Journal article publicationJournal articleAcademic researchpeer-review

204 Citations (Scopus)


This study examines whether food is a special interest or mainstream tourism product. Much of the research on special interest tourism examines the activity in isolation of the broader suite of products available in the destination mix. Such a myopic approach may produce impressive looking numbers, but may not define viable market segments. Instead, based on their research findings, the authors argue that a more holistic approach is required to examine food tourism within the context of other products in the destination to determine its value. Overall, this study suggests that consuming food may be a ubiquitous activity for most visitors to sophisticated urban destinations and may not be representative of a specialist segment.
Original languageEnglish
Pages (from-to)137-148
Number of pages12
JournalJournal of Travel and Tourism Marketing
Issue number2
Publication statusPublished - 1 Dec 2008


  • Destination marketing
  • Food tourism
  • Hong Kong
  • Special interest tourism
  • Urban tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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