tourism hospitality and food studies

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• Published: 25 November 2023

Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age

• T. D. Dang   ORCID: orcid.org/0000-0003-0930-381X 1 , 2 &
• M. T. Nguyen 1  

Future Business Journal volume  9 , Article number:  94 ( 2023 ) Cite this article

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This article has been updated

The tourism and hospitality industries are experiencing transformative shifts driven by the proliferation of digital technologies facilitating real-time customer communication and data collection. This evolution towards customer value co-creation demands a paradigm shift in management attitudes and the adoption of cutting-edge technologies like artificial intelligence (AI) and the Metaverse. A systematic literature review using the PRISMA method investigated the impact of customer value co-creation through the digital age on the tourism and hospitality sector. The primary objective of this review was to examine 27 relevant studies published between 2012 and 2022. Findings reveal that digital technologies, especially AI, Metaverse, and related innovations, significantly enhance value co-creation by allowing for more personalized, immersive, and efficient tourist experiences. Academic insights show the exploration of technology’s role in enhancing travel experiences and ethical concerns, while from a managerial perspective, AI and digital tools can drive industry success through improved customer interactions. As a groundwork for progressive research, the study pinpoints three pivotal focal areas for upcoming inquiries: technological, academic, and managerial. These avenues offer exciting prospects for advancing knowledge and practices, paving the way for transformative changes in the tourism and hospitality sectors.

Introduction

The tourism and hospitality industry is constantly evolving, and the digital age has brought about numerous changes in how businesses operate and interact with their customers [ 1 ]. One such change is the concept of value co-creation, which refers to the collaborative process by which value is created and shared between a business and its customers [ 2 , 3 ]. In order to facilitate the value co-creation process in tourism and hospitality, it is necessary to have adequate technologies in place to enable the participation of all stakeholders, including businesses, consumers, and others [ 4 , 5 ]. Thus, technology serves as a crucial enabler for value co-creation. In the tourism and hospitality industry, leading-edge technology can be crucial in co-creation value processes because it can facilitate the creation and exchange of value among customers and businesses [ 6 , 7 ]. For example, the development of cloud computing and virtual reality technologies has enabled new forms of collaboration and co-creation that were not possible before [ 8 , 9 , 10 ]. Recent technologies like AI, Metaverse, and robots have revolutionized tourism and hospitality [ 11 , 12 , 13 ]. These technologies are used in various ways to enhance the customer experience and drive business success. AI can personalize the customer experience using customer data and personalized recommendations [ 14 ]. It can also optimize operations by automating tasks and improving decision-making. The metaverse, or virtual reality (VR) and augmented reality (AR) technologies, are being used to offer immersive and interactive experiences to customers [ 10 , 11 ]. For example, VR and AR can create virtual tours of hotels and destinations or offer interactive experiences such as virtual cooking classes or wine tastings [ 15 ]. Robots are being used to aid and interact with customers in various settings, including hotels, restaurants, and tourist attractions. For example, robots can provide information, answer questions, and even deliver room services [ 12 , 16 ]. The COVID-19 pandemic has underscored the crucial interplay between public health, sustainable development, and digital innovations [ 17 ]. Globally, the surge in blockchain applications, particularly in the business, marketing and finance sectors, signifies the technological advancements reshaping various industries [ 18 ]. These developments, coupled with integrating digital solutions during the pandemic, highlight the pervasive role of technology across diverse sectors [ 19 , 20 , 21 ]. These insights provide a broader context for our study of the digital transformation in the tourism and hospitality sectors. Adopting new technologies such as AI, the Metaverse, blockchain and robots is helping the tourism and hospitality industry deliver customers a more personalized, convenient, and immersive experience [ 22 ]. As these technologies continue to evolve and become more prevalent, businesses in the industry need to stay up-to-date and consider how they can leverage these technologies to drive success [ 23 , 24 ].

Despite the growing body of literature on customer value co-creation in the tourism and hospitality sector, it remains scattered and fragmented [ 2 , 25 , 26 ]. To consolidate this research and provide a comprehensive summary of the current understanding of the subject, we conducted a systematic literature review using the PRISMA 2020 (“ Preferred Reporting Items for Systematic Reviews and Meta-Analyses ”) approach [ 27 , 28 ]. This systematic review aims to explore three primary areas of inquiry related to the utilization of AI and new technologies in the tourism and hospitality industry: (i) From a technology perspective, what are the main types of AI and latest technologies that have been used to enhance co-creation values in tourism and hospitality?; (ii) From an academic viewpoint—What are the future research directions in this sector?; (iii) From a managerial standpoint—How can these technologies be leveraged to enhance customer experiences and drive business success?. In essence, this study contributes valuable insights into the dynamic realm of customer value co-creation in the digital age within the tourism and hospitality sector. By addressing the research questions and identifying gaps in the literature, our systematic literature review seeks to provide novel perspectives on leveraging technology to foster industry advancements and enhance customer experiences.

The remaining parts of this article are structured in the following sections: “ Study background ” section outlines pertinent background details for our systematic literature review. In “ Methodology ” section details our research objectives, queries, and the systematic literature review protocol we used in our study design. In “ Results ” section offers the findings based on the analyzed primary research studies. Lastly, we conclude the article, discuss the outstanding work, and examine the limitations to the validity of our study in “ Discussion and implications ” section.

Study background

Amidst the COVID-19 pandemic, the tourism sector is experiencing significant transformations. Despite the substantial impact on the tourism industry, the demand for academic publications about tourism remains unabated. In this recovery phase, AI and novel technologies hold immense potential to assist the tourism and hospitality industry by tackling diverse challenges and enhancing overall efficiency. In this section, the study provides some study background for the review processes.

The relationship between tourism and hospitality

Tourism and hospitality are closely related industries, as the hospitality industry plays a crucial role in the tourism industry [ 29 ]. Academics and practitioners often examine tourism and hospitality because they are related industries [ 2 , 30 ]. Hospitality refers to providing travelers and tourists accommodation, food, and other services [ 31 ]. These can include hotels, resorts, restaurants, and other types of establishments that cater to the needs of travelers [ 32 ]. On the other hand, the tourism industry encompasses all the activities and services related to planning, promoting, and facilitating travel [ 31 ]; transportation, tour operators, travel agencies, and other businesses that help facilitate tourist travel experiences [ 33 ]. Both industries rely on each other to thrive, as travelers need places to stay and eat while on vacation, and hospitality businesses rely on tourists for their income [ 32 , 33 , 34 ].

In recent years, the tourism industry has undergone significant changes due to the increasing use of digital technologies, enabling the development of new forms of tourism, such as “smart tourism” [ 8 , 10 ]. Smart tourism refers to using digital technologies to enhance the customer experience and improve the efficiency and effectiveness of the industry [ 1 ]. These technologies, including AI and Metaverse, can be used in various aspects of the tourism industry, such as booking and reservation processes, customer service, and the management of tourist attractions [ 4 , 11 ]. The hospitality industry, which includes hotels and restaurants, is closely linked to the tourism industry and is also adopting intelligent technologies to improve the customer experience and increase efficiency [ 1 , 22 ]. Recent studies have explored the impact of these technologies on the tourism and hospitality sectors and have identified both benefits and challenges for stakeholders [ 10 , 35 , 36 ].

Customer value co-creation in tourism and hospitality

Customer value co-creation in tourism and hospitality refers to the process by which customers and businesses collaborate to create value by exchanging services, information, and experiences [ 2 , 33 ]. This process involves the customer and the business actively creating value rather than simply providing a product or service to the customer [ 37 ]. Studies have found that customer value co-creation in tourism and hospitality can increase customer satisfaction and loyalty [ 2 ]. When customers feel that they can contribute to the value of their experience, they are more likely to feel a sense of ownership and involvement, which can lead to a more positive overall evaluation of the experience [ 5 , 38 ]. In the tourism industry, customer value co-creation can increase satisfaction with the destination, trips, accommodation, services, and overall experiences [ 4 ]. These can be achieved by allowing customers to choose their room amenities or providing opportunities to interact with staff and other guests [ 5 , 39 ]. Customer value co-creation in tourism and hospitality can be a powerful solution for businesses to increase customer satisfaction and loyalty. By actively involving customers in creating value, businesses can create a more personalized and engaging experience for their customers.

AI, Metaverse, and new technologies in tourism and hospitality

The impact of AI, the Metaverse, and new technologies on the tourism and hospitality industries is an area of active research and debate [ 2 , 4 , 29 , 40 ]. First, using AI and new technology in tourism and hospitality can improve the customer experience, increase efficiency, and reduce costs [ 13 , 41 , 42 , 43 ]. For instance, chatbots and virtual assistants facilitate tasks like room bookings or restaurant reservations for customers. Concurrently, machine learning (ML) algorithms offer optimized pricing and marketing strategies and insights into customer perceptions within the tourism and hospitality sectors [ 44 , 45 , 46 , 47 ]. However, there are also concerns about the potential negative impact of AI on employment in the industry [ 48 ]. Second, The emergence of the Metaverse, a virtual shared space where people can interact in real time, can potentially revolutionize the tourism and hospitality industries [ 10 ]. For example, VR and AR experiences could allow travelers to visit and explore destinations without leaving their homes [ 15 , 49 ], while online events and social gatherings could provide new business opportunities to connect with customers [ 11 ]. However, it is unclear how the Metaverse will evolve and its long-term impact on the tourism and hospitality industries [ 4 , 10 , 11 ]. Last, other emerging technologies, such as blockchain, AI-Robotics, and the Internet of Things (IoT), can potentially transform the tourism and hospitality industries [ 18 , 45 , 48 ]. For example, blockchain could be used to secure and track the movement of travel documents [ 18 ], while IoT-enabled devices could improve the efficiency and personalization of the customer experience [ 50 ]. As with AI and the Metaverse, it is difficult to predict the exact impact of these technologies on the industry, but they are likely to play a significant role in shaping its future [ 18 , 40 ]. In the aftermath of the pandemic, the healthcare landscape within the tourism and hospitality sector is undergoing significant transformations driven by the integration of cutting-edge AI and advanced technologies [ 38 , 51 , 52 ]. These technological advancements have paved the way for personalized and seamless experiences for travelers, with AI-powered chatbots playing a pivotal role in addressing medical inquiries and innovative telemedicine solutions ensuring the well-being of tourists [ 52 , 53 ].

This study background provides essential context for the subsequent systematic literature review, as it contextualizes the field’s key concepts, frameworks, and emerging technologies. By examining these aspects, the study aims to contribute valuable insights into the post-pandemic recovery of the tourism and hospitality industry, paving the way for future research opportunities and advancements in the field.

Methodology

This study meticulously adopted a systematic literature review process grounded in a pre-defined review protocol to provide a thorough and objective appraisal [ 54 ]. This approach was geared to eliminate potential bias and uphold the integrity of study findings. The formulation of the review protocol was a collaborative effort facilitated by two researchers. This foundational document encompasses (i) Clear delineation of the study objectives, ensuring alignment with the research aim; (ii) A thorough description of the methods used for data collection and assessment, which underscores the replicability of our process; (iii) A systematic approach for synthesizing and analyzing the selected studies, promoting consistency and transparency.

Guiding the current review process was the PRISMA methodology, a renowned and universally esteemed framework that has set a gold standard for conducting systematic reviews in various scientific disciplines [ 27 , 28 ]. The commendable efficacy of PRISMA in service research substantiates its methodological robustness and reliability [ 55 ]. It is not only the rigorous nature of PRISMA but also its widespread acceptance in service research that accentuates its fittingness for this research. Given tourism and hospitality studies’ intricate and evolving nature, PRISMA is a robust compass to guide our SLR, ensuring methodological transparency and thoroughness [ 56 , 57 ]. In essence, the PRISMA approach does not merely dictate the procedural intricacies of the review but emphasizes clarity, precision, and transparency at every phase. The PRISMA methodology presents the research journey holistically, from its inception to its conclusions, providing readers with a clear and comprehensive understanding of the approach and findings [ 58 ].

Utilizing the goal-question-metrics approach [ 59 ], our study aims to analyze current scientific literature from the perspectives of technicians, researchers, and practitioners to comprehend customer value co-creation through the digital age within the Tourism and Hospitality sector. In order to accomplish this goal, we formulated the following research questions:

What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

The subsequent subsections will provide further details regarding our search and analysis strategies.

Search strategy and selection criteria

We collected our data by searching for papers in the Scopus and Web of Science databases, adhering to rigorous scientific standards. We included only international peer-reviewed academic journal articles, excluding publications like books, book chapters, and conference proceedings [ 60 , 61 , 62 ]. The research process covered the period from 2009 to 2022, as this timeframe aligns with the publication of the first studies on value co-creation in the tourism industry in 2009 and the first two studies on value co-creation in general in 2004 [ 63 , 64 ]. The selection of sources was based on criteria such as timelines, availability, quality, and versatility, as discussed by Dieste et al. [ 2 ]. We employed relevant keywords, synonyms, and truncations for three main concepts: tourism and hospitality, customer value co-creation, and AI and new technologies in smart tourism and hospitality. To ensure transparency and comprehensiveness, we followed the PRISMA inclusion criteria, detailed in Table 1 , and utilized topic and Boolean/phrase search modes to retrieve papers published from 2009 to 2022. The final search string underwent validation by experts to ensure accuracy and comprehensiveness:

A PRISMA diagram was produced to understand better this study’s search strategy and record selection.

Study selection and analysis procedure

The current study utilized the PRISMA framework to document our review process. One hundred two papers were retrieved during the initial search across the databases. Table 1 outlines the criteria for selecting the studies based on scope and quality. The study adhered to the PRISMA procedure (as shown in Fig.  1 ) and applied the following filters:

We identified and removed 17 duplicate records during the ‘identification’ step.

We excluded 27 publications in the ‘Screening’ step based on the title and abstract.

We excluded 31 publications based on the entire text in the eligibility step.

PRISMA flow diagram

As a result, we were left with a final collection of 27 journal articles for downloading and analysis. Two trained research assistants conducted title and abstract screenings separately, and any disagreements about inclusion were resolved by discussing them with the research coordinator until an agreement was reached. Papers not in English, papers from meetings, books, editorials, news, reports, and patents were excluded, as well as unrelated or incomplete papers and studies that did not focus on the tourism and hospitality domain. A manual search of the reference lists of each paper was conducted to identify relevant papers that were not found in the database searches. After this process, 27 papers were left for a full-text review.

This study used the Mixed Methods Appraisal Tool (MMAT) to evaluate the quality of qualitative, quantitative, and mixed methods research studies included [ 65 , 66 ]. According to the findings, the quality of the study met the standards of a systematic review. Additional information can be obtained from Additional file 1 : Appendix 1.

In this section, we will report the results of our data analysis for each research question. We will begin by describing the characteristics of the studies included in the systematic literature review, such as (1) publication authors, titles, years and journals, topics, methods, and tools used in existing studies. Then each facet was elaborated by the following questions: (i) What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries? (ii) What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector? (iii) How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

Studies demographics

Figure  2 shows the yearly publication of articles on customer co-creation of value in tourism and hospitality through AI and new technologies. The chart’s data suggests two main findings. Firstly, the research on customer value co-creation in tourism and hospitality through AI and new technologies is still in its early stages (1 paper in 2012). However, the annual number of published articles from 2017 to the present appears to be generally increasing. This trend implies that the application of value co-creation in this field is gaining academic attention and is becoming an emerging research area. Based on this trend, we anticipate seeing more studies on this topic published in the following years.

Publication Years with research methods

Regarding research type, 14 papers (52%) conducted quantitative research, employing statistical analysis, structural equation modeling, and data mining methods. Meanwhile, 11 papers (41%) conducted qualitative research using interviews, thematic analysis, and descriptive analysis. Only two papers (7%) used mixed research (combining quantitative and qualitative methods). The survey and interview methods (both individual and group) were found to be more common than other research methods. This suggests that interviews provide greater insight into participant attitudes and motivations, enhancing accuracy in quantitative and qualitative studies. Additionally, certain studies employed content analysis, big data analysis using UGC, and data from online platforms, social media, and big data.

Regarding the publishing journals, we found that 27 papers were published in 22 journals (refer to Table 2 ), where three journals had more than one paper on co-creation value through AI and new technologies in tourism and hospitality, indicating their keen interest in this topic. Most publications were in the Journal of Business Research, with four studies on co-creation value through AI and new technologies in tourism and hospitality. Two related studies were published in the Tourism Management Perspectives and Journal of Destination Marketing & Management. This distribution indicates that most current research on co-creation value through AI and new technologies in tourism and hospitality was published in journals in the tourism and hospitality management field. However, some journals in the computer and AI field have also published papers on co-creation value through AI and new technologies in tourism and hospitality, including Computers in Industry, Computers in Human Behavior, Computational Intelligence, and Neuroscience.

Regarding data analytics tools, SmartPLS, AMOS, NVivo and PROCESS tools are the 5 most popular software graphic tools used in studies, while Python and R are the two main types of programming languages used. In total, 27 studies, 14 refer to using AI applications and data analytics in this research flow. Metaverse and relative technologies such as AR and VR were included in 8 studies. Three studies used service robots to discover the value co-creation process. There are include two studies that have used chatbots and virtual assistants.

Publication years and journals

In recent systematic literature reviews focusing on general services, tourism, and hospitality, there has been a notable emphasis on traditional factors shaping customer experience [ 26 , 67 , 68 ]. However, this study uniquely positions itself by emphasizing the digital age’s profound impact on value co-creation within this sector. The subsequent part digs more into the specifics of this study, building on these parallels. The detailed findings offer nuanced insights into how value co-creation in tourism and hospitality has evolved, providing a more extensive understanding than previous works.

Result 1—technology viewpoints: What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

Several types of AI and new technologies have been used to enhance co-creation values in the tourism and hospitality industry. Nowadays, AI, ML, and deep learning can all be used to enhance customer value co-creation in the tourism and hospitality industry [ 42 , 69 , 70 ]. There are some AI applications identified through the review process:

First, personalization and customized recommendations: AI and ML can be used to analyze customer data, such as their past bookings, preferences, and reviews, to personalize recommendations and experiences for them [ 7 , 69 , 71 , 72 ]. Cuomo et al. examine how data analytics techniques, including AI and ML, can improve traveler experience in transportation services. Applying AI and ML can help customers discover new experiences and activities they may not have considered otherwise [ 13 ]. Relating to data mining applications, Ngamsirijit examines how data mining can be used to create value in creative tourism. Moreover, the study also discusses the need for co-creation to create a successful customer experience in creative tourism and ways data mining can enhance the customer experience [ 73 ].

Second, user-generated content and sentiment analysis: ML and Natural Language Processing (NLP) can be used to analyze user-generated content such as reviews and social media posts to understand customer needs and preferences [ 12 , 37 ]. This can help businesses identify opportunities to create customer value [ 74 ]. NLP can analyze customer reviews and feedback to understand the overall sentiment toward a hotel or destination [ 75 ]. This can help businesses identify areas for improvement and create a better customer experience [ 70 ]. In the study using NLP to analyze data from Twitter, Liu et al. examine the impact of luxury brands’ social media marketing on customer engagement. The authors discuss how big data analytics and NLP can be used to analyze customer conversations and extract valuable insights about customer preferences and behaviors [ 74 ].

Third, recent deep learning has developed novel models that create business value by forecasting some parameters and promoting better offerings to tourists [ 71 ]. Deep learning can analyze large amounts of data and make more accurate predictions or decisions [ 39 , 41 ]. For example, a deep learning model could predict the likelihood of a customer returning to a hotel based on their past bookings and interactions with the hotel [ 72 ].

Some applications of the latest technologies that have been used to enhance co-creation values in tourism and hospitality include

Firstly, Chatbots and virtual assistants can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Improved customer service: Chatbots and virtual assistants can be used to answer customer questions, provide information, and assist with tasks such as booking a room or making a reservation [ 45 ]. These tools can save customers and staff time and improve customer experience [ 76 ]; (ii) Increased convenience: Chatbots and virtual assistants can be accessed 24/7, meaning customers can get help or assistance anytime [ 50 ]. These tools can be handy for traveling customers with questions or who need assistance outside regular business hours [ 44 ]; (iii) Personalization: Chatbots and virtual assistants can use natural language processing (NLP) to understand and respond to customer inquiries in a more personalized way [ 45 , 70 ]. This can help improve the customer experience and create a more favorable impression of the business. Moreover, this can save costs and improve customers [ 16 ].

Secondly, metaverse technologies can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Virtual tours and experiences: Metaverse technologies can offer virtual tours and experiences to customers, allowing them to visit and explore destinations remotely [ 77 ]. This technology can be beneficial for customers who are unable to travel due to pandemics or who want to preview a destination before deciding to visit in person [ 49 ]; (ii) Virtual events: Metaverse technologies can be used to host virtual events, such as conferences, workshops, or trade shows, which can be attended by customers from anywhere in the world [ 9 ]. This can save time and money for businesses and customers and increase the reach and impact of events; (iii) Virtual customer service: Metaverse technologies can offer virtual customer service, allowing customers to interact with businesses in a virtual setting [ 25 ]. This can be especially useful for customers who prefer to communicate online or in remote areas; (iv) Virtual training and education : Metaverse technologies can offer virtual training and education to employees and customers [ 41 ]. Metaverse can be an effective and convenient way to deliver training and can save time and money for both businesses and customers [ 7 ]; (v) Virtual reality (VR) experiences: Metaverse technologies can be used to offer VR experiences to customers, allowing them to immerse themselves in virtual environments and participate in activities that would be difficult or impossible to do in the real world [ 77 ]. This can enhance the customer experience and create new business opportunities to offer unique and memorable experiences [ 71 ].

Thirdly, IoT and robots can enhance customer value co-creation in the tourism and hospitality sector in several ways: (i) One way is by providing personalized and convenient customer experiences [ 12 ]. For example, hotels can use IoT-enabled devices to allow guests to control the temperature and lighting in their rooms, as well as access hotel amenities such as room service and concierge services [ 50 ]; (ii) In addition, robots can be used to provide assistance and enhance the customer experience in various ways [ 16 , 40 ]. For example, robots can be used to deliver items to guest rooms, assist with check-in and check-out processes, and provide information and directions to guests [ 12 ]; (iii) Both IoT and robots can be used to gather customer feedback and data in real-time, which can help to improve the quality and effectiveness of tourism and hospitality services [ 76 ]. For example, hotels can use IoT-enabled devices to gather data on guest preferences and needs, which can be used to tailor services and experiences to individual customers. This can help to improve customer satisfaction and loyalty [ 76 ]. Overall, using IoT and robots in the tourism and hospitality sector can help improve the industry’s efficiency and effectiveness and enhance the customer experience.

Result 2—academic viewpoints: What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

From an academic perspective, there are several potential future research directions in customer value co-creation through the digital age in the tourism and hospitality sector. Some possibilities include: (1) Understanding how different technologies and platforms facilitate co-creation: Researchers could investigate how different technologies and platforms, such as social media, mobile apps, or virtual reality, enable or inhibit co-creation in the tourism and hospitality industry; (2) Investigating the impact of co-creation on business performance: Researchers could examine the relationship between co-creation and business performance in the tourism and hospitality sector and identify the factors that drive success in co-creation initiatives; (3) Investigating the impact of AI and automation on co-creation: As AI and automation technologies become more prevalent in the industry, research could focus on the impact these technologies have on co-creation and value creation, including the potential for AI to facilitate or hinder co-creation; (4) Investigating the impact of the Metaverse on customer behaviour: Research could focus on understanding how the Metaverse affects customer behaviour and decision-making, and how companies can use this information to facilitate co-creation and value creation [ 9 ]; (5) Analysing the use of social media and other digital platforms for co-creation: Researchers could study how companies in the tourism and hospitality sector use social media and other digital platforms to facilitate co-creation with customers, and the impact that these platforms have on value creation [ 7 , 45 , 78 ]. Researchers could investigate how social interactions and communities in the Metaverse enable or inhibit co-creation in the tourism and hospitality industry and the impact on customer satisfaction and loyalty; (6) Examining the ethical implications of the Metaverse and AI: Researchers could explore the ethical considerations surrounding the use of the Metaverse and AI in the tourism and hospitality sector, such as issues related to privacy and data security, and the potential for these technologies to perpetuate or exacerbate societal inequalities [ 48 , 75 , 77 ].

Result 3—Management viewpoints: How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

There are several ways managers in the tourism and hospitality industry can apply AI and new technologies to enhance customer experiences and drive business success. We suggest four main possibilities: (1) Implementing chatbots or virtual assistants to encourage customer co-creation: Managers can use chatbots or virtual assistants to provide quick and convenient customer service, helping businesses respond to customer inquiries and resolve issues more efficiently [ 76 ]. Then, encourage customer co-creation by inviting customers to participate in the creation of new experiences and products by gathering feedback and ideas through online forums and focus groups [ 45 ]. This can help build a sense of community and engagement and can also lead to the development of new, innovative products and experiences that will attract more customers [ 50 , 79 ]; (2) Leveraging personalization technologies and using predictive analytics: Managers can use AI-powered personalization technologies to analyze customer data and preferences and offer personalized recommendations and experiences [ 42 , 72 , 80 ]. This can help businesses better understand and anticipate customer needs and create more tailored and satisfying experiences that drive co-creation value. Managers can leverage AI-powered predictive analytics technologies to analyze data and predict future customer behavior or trends [ 75 ]. This can help businesses anticipate customer needs and make informed decisions about resource allocation and planning, enhancing co-creation value. Managers can use personalization technologies and predictive analytics to analyze customer feedback and identify areas for improvement [ 37 ]. These can help businesses better understand customer needs and preferences and create more satisfying and valuable experiences that drive co-creation value [ 7 , 36 , 41 ]; (3) Using the Metaverse to facilitate co-creation: Managers can leverage the Metaverse to allow customers to design and customize their own experiences, which can help create value in collaboration with customers [ 25 , 71 , 77 ]. Managers can use VR and AR technologies to create immersive and interactive customer experiences in the Metaverse [ 81 ]. This can help businesses differentiate themselves and stand out in a competitive market. Managers can use data analysis tools to understand how customers behave in the Metaverse and use this information to create more personalized and satisfying experiences [ 9 ]. Managers can leverage the Metaverse to facilitate co-creation with customers, for example, by enabling customers to design and customize their own experiences [ 49 , 81 ]. This can help businesses create value in collaboration with customers; (4) Integrating AI-robotics into operations to support value co-creation: Analyse your business processes to identify tasks that can be automated using AI-powered robotics, such as check-in and check-out, room service, or concierge services [ 12 , 82 ]. Managers can consider using AI-powered robots for tasks such as check-in and check-out or for delivering amenities to guests. Use AI and the latest technologies to streamline the booking and check-in process, making it faster and more convenient for customers [ 16 ]. This can include using virtual assistants to handle booking inquiries or facial recognition technology to allow customers to check in at their hotel simply by showing their faces. These can help businesses reduce labor costs and improve efficiency, enhancing co-creation value [ 16 ]. We summarize three viewpoints in Fig.  3 below.

Summary of value co-creation through the Digital Age in Tourism and Hospitality

Combining these three viewpoints as a research agenda for tourism and hospitality in the AI and digital age holds immense potential. It addresses critical aspects such as customer experience enhancement, leveraging customer-generated content, and exploring cutting-edge technologies to create value co-creation opportunities. Researching these areas allows the industry to stay at the forefront of the digital revolution and deliver exceptional customer experiences that drive business success in the next few years.

Discussion and implications

This study aimed to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry using the PRISMA protocol [ 27 ]. The study findings highlighted that tourism and hospitality should take advantage of AI and new technologies, as it brings significant advantages. Value co-creation in the tourism and hospitality sector refers to creating value through the collaboration and participation of multiple stakeholders, including tourists, employees, and the industry [ 2 ]. AI, Metaverse, and other new technologies can significantly enhance value co-creation in this sector by enabling more personalized, immersive, and efficient tourist experiences [ 40 , 80 , 81 ].

From a technology viewpoint, the study reveals that manifestations of customer value co-creation through the digital age are related to AI and the latest technologies such as Metaverse, robots, IoT, chatbots, intelligence systems, and others that shape co-creation [ 42 ]. AI applications and new technologies can help shape customer value co-creation in this sector. AI can follow the rules, think like an expert, learn from data, and even create virtual and augmented reality experiences [ 4 , 10 ]. Chatbots, personalization, predictive analytics, and robotics are examples of how AI and technology can create unique and fun travel experiences [ 16 , 40 , 74 , 83 ].

From an academic viewpoint, researchers look at ways technology can help people enjoy their travels and stay in hotels by boosting the value co-creation process [ 2 ]. They are looking at how different technologies, like social media, can help people create value for themselves and others [ 45 , 84 ]. They are also looking at how AI and the virtual world can change people’s decisions and how companies can use this information to help people [ 77 , 80 ]. Finally, researchers are looking into the ethical issues of using technology in tourism and hospitality [ 48 , 75 , 77 ].

From the manager’s viewpoint, managers in the tourism and hospitality industry can use AI and new technologies to create better customer experiences and drive success [ 70 , 80 ]. These can include using chatbots or virtual assistants to help customers and get their feedback [ 50 , 76 ], using personalization technologies to understand customer needs [ 69 ], using the Metaverse to have customers design their own experiences [ 10 ], and using AI-robotics to automate tasks [ 16 , 82 ].

In light of the findings from this systematic literature review, policymakers in the tourism and hospitality sectors must revisit and revitalize current strategies. Embracing digital age technologies, especially AI and metaverse tools, can significantly enhance customer value co-creation. This necessitates targeted investments in technology upgradation, capacity-building, and skilling initiatives. While the initial resource allocation may appear substantial, the long-term returns regarding elevated customer satisfaction, increased tourism inflow, and industry-wide growth are undeniable. Policymakers must ensure a collaborative approach, engaging stakeholders across the value chain for streamlined adoption and implementation of these advancements.

Overall, the use of AI, Metaverse, and other new technologies can significantly enhance co-creation value in the tourism and hospitality sector by enabling more personalized, immersive, and efficient experiences for tourists and improving the efficiency and effectiveness of the industry as a whole [ 15 ].

Theoretical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several theoretical implications.

First, this research paper addresses earlier suggestions that emphasize the significance of further exploring investigations on customer value co-creation in the hospitality and tourism sector [ 2 , 85 ].

Second, the review highlights the importance of adopting a customer-centric approach in the tourism and hospitality industry, in which customers’ needs and preferences are central to the design and delivery of services [ 35 , 86 ]. This shift towards customer value co-creation is driven by the increasing use of digital technologies, such as the IoT, AI, and ML, which enable real-time communication and data gathering from customers [ 1 , 40 ].

Third, the review highlights the role of digital technologies in enabling personalized and convenient customer experiences, which can help improve satisfaction and loyalty [ 87 ]. Using AI-powered chatbots and personalized recommendations based on customer data can enhance the customer experience, while using IoT-enabled devices can allow guests to control and access hotel amenities conveniently [ 12 ].

Fourth, the review suggests that adopting digital technologies in the tourism and hospitality sector can increase the industry’s efficiency and effectiveness [ 88 ]. Businesses use ML algorithms to automate tasks and analyze customer data, which can help streamline processes and identify areas for improvement [ 39 , 80 ].

Overall, the systematic literature review using the PRISMA method sheds light on adopting a customer-centric approach and leveraging digital technologies for customer value co-creation in tourism and hospitality. Over the next five years, researchers should focus on exploring the potential of emerging technologies, developing conceptual frameworks, and conducting applied research to drive meaningful transformations in the industry. By aligning strategies with these implications, organizations can thrive in the dynamic digital landscape and deliver exceptional customer experiences, ultimately contributing to their success and competitiveness in the market [ 2 , 4 , 15 , 29 , 33 , 89 ].

Practical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several management implications for organizations in this industry.

First, the review suggests that adopting a customer-centric approach, in which customers’ needs and preferences are central to the design and delivery of services, is crucial for success in the digital age [ 40 , 86 ]. Therefore, managers should focus on understanding and meeting the needs and preferences of their customers and consider how digital technologies can be leveraged to enable real-time communication and data gathering from customers [ 15 , 80 ].

Second, the review highlights the importance of using digital technologies like the IoT, AI, and ML to enable personalized and convenient customer experiences [ 40 , 50 ]. Managers should consider how these technologies can enhance the customer experience and improve satisfaction and loyalty [ 36 , 39 ].

Third, the review suggests that adopting digital technologies in the tourism and hospitality sector can lead to increased efficiency and effectiveness in the industry [ 7 , 16 ]. Therefore, managers should consider how these technologies can streamline processes and identify areas for improvement [ 42 ]. Further, regarding privacy concerns, managers must spend enough resources to secure their customers’ data to help boost the customer value co-creation process [ 48 , 77 ].

Fourth, policymakers can foster an environment conducive to value co-creation by incorporating customer-centric strategies and leveraging digital technologies. Effective policies can enhance customer experiences, promote sustainable growth, and drive economic development, ensuring a thriving and competitive industry in the digital age.

The practical implications of applying AI and new technology for managerial decision-making in the tourism and hospitality industry are vast and promising [ 90 ]. Managers can navigate the dynamic digital landscape and drive meaningful co-creation with customers by embracing a customer-centric approach, leveraging personalized technologies, addressing efficiency and data security considerations, and strategically adopting AI-powered tools. By staying abreast of technological advancements and harnessing their potential, businesses can thrive in the next five years and beyond, delivering exceptional customer experiences and enhancing value co-creation in the industry.

Limitations and future research

The research, anchored in the PRISMA methodology, significantly enhances the comprehension of customer value co-creation within the digital ambit of the tourism and hospitality sectors. However, it is essential to underscore certain inherent limitations. Firstly, there might be publication and language biases, given that the criteria could inadvertently favor studies in specific languages, potentially sidelining seminal insights from non-English or lesser-known publications [ 91 ]. Secondly, the adopted search strategy, governed by the choice of keywords, databases, and inclusion/exclusion guidelines, might have omitted pertinent literature, impacting the review’s comprehensiveness [ 57 ]. Furthermore, the heterogeneous nature of the studies can challenge the synthesized results’ generalizability. Finally, the swiftly evolving domain of this research underscores the ephemeral nature of the findings.

In light of these limitations, several recommendations can guide subsequent research endeavors. Scholars are encouraged to employ a more expansive and diverse sampling of studies to curtail potential biases. With the digital technology landscape in constant flux, it becomes imperative to delve into a broader spectrum of innovations to discern their prospective roles in customer value co-creation [ 18 ]. Additionally, varied search strategies encompassing multiple databases can lend a more holistic and inclusive character to systematic reviews [ 27 ]. Moreover, future research could investigate the interplay between political dynamics and the integration of novel technologies, enriching the understanding of value co-creation in a broader socio-political context. Lastly, integrating sensitivity analyses can ascertain the findings’ robustness, ensuring the conclusions remain consistent across diverse search paradigms, thereby refining the review’s overall rigor.

In conclusion, this review highlights the pivotal role of digital technologies in customer value co-creation within the tourism and hospitality sectors. New AI, blockchain and IoT technology applications enable real-time communication and personalized experiences, enhancing customer satisfaction and loyalty. Metaverse technologies offer exciting opportunities for immersive interactions and virtual events. However, privacy and data security challenges must be addressed. This study proposed a comprehensive research agenda addressing theoretical, practical, and technological implications. Future studies should aim to bridge research gaps, investigate the impact of co-creation on various stakeholders, and explore a more comprehensive array of digital technologies in the tourism and hospitality sectors. This study’s findings provide valuable insights for fostering innovation and sustainable growth in the industry’s digital age. Despite the valuable insights gained, we acknowledge certain limitations, including potential biases in the search strategy, which underscore the need for more inclusive and diverse samples in future research.

Availability of data and materials

The review included a total of 27 studies published between 2012 and 2022.

Change history

07 february 2024.

A Correction to this paper has been published: https://doi.org/10.1186/s43093-023-00293-2

Abbreviations

• Artificial intelligence

Augmented reality

Internet of Things

Machine learning

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Dang, T.D., Nguyen, M.T. Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Futur Bus J 9 , 94 (2023). https://doi.org/10.1186/s43093-023-00274-5

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Features, drivers, and outcomes of food tourism

British Food Journal

ISSN : 0007-070X

Article publication date: 14 January 2022

Issue publication date: 14 January 2022

Mariani, M. and Okumus, B. (2022), "Features, drivers, and outcomes of food tourism", British Food Journal , Vol. 124 No. 2, pp. 401-405. https://doi.org/10.1108/BFJ-02-2022-022

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Introduction

Food is increasingly becoming a central aspect in staging memorable experiences within the tourism and hospitality sector ( Kunasegaran et al. , 2019 ; de Albuquerque Meneguel et al. , 2019 ; Cetin et al ., 2019 ), and it is a major motivation for traveling ( Okumus et al. , 2021 ; Chang et al. , 2020 ). Food is therefore important for at least three different sets of reasons. First, it can be a major pull factor to a tourism destination ( Su et al. , 2020 ) and the major travel motivation as travelers might be attracted by a specific cuisine ( Robinson et al. , 2018 ) whose authenticity could depends critically on the place where the food is produced ( Kim et al. , 2019 ) and those producing it. Accordingly, the cultural, religious and psychological drivers and motivations of food tourism consumption have been only partially covered by extant literature (e.g. Lai et al. , 2019 ; Yeap et al. , 2019 ) and need to be investigated in more depth by means of empirical studies leveraging both small and big data about travelers and tourists ( Mariani et al. , 2018 ; Mariani and Baggio, 2021 ). Second, while food is certainly about gastronomic products, it is also about processes and about innovation of gastronomic products and processes that rests on knowledge, craftsmanship and traditions ( de Albuquerque Meneguel et al. , 2019 ). New cooking techniques, science of cooking and molecular gastronomy gradually inspire daily cooking activities and haute cuisine techniques attract more adventure travelers globally. Increasingly food has been included in tourism services and experiences in an ubiquitous way ( McKercher et al. , 2008 ) and in light of the most recent technological advancements in services ( Mariani and Borghi, 2019 ). As such, it is critical to understand what features of food products and production processes are functional for tourism firms to create or co-create with tourists compelling tourism experiences. Third, food tourism is gradually more important for tourism destinations to enhance their competitiveness, economic performance, attractiveness, and for their place/destination marketing ( Okumus et al. , 2007 ) and branding ( Lai et al. , 2018 ) strategies. As such, the mechanisms that allow food tourism to make a difference in terms of competitiveness and appeal need further investigation as well as factors pertaining to sustainability ( Everett and Slocum, 2013 ). Overall, this Special Issue aimed at shedding more light on the characteristics, drivers and outcomes of food tourism. We particularly welcomed empirical studies addressing a variety of topics in food tourism and adopting qualitative, quantitative and mixed methods.

Hopefully, this will be a well-cited issue as food tourism is increasingly covered by major travel, tourism and hospitality journals. This topic is currently covered in a very fragmented way as food tourism research is relatively novel and only around 300 journal articles have been published on the topic scattered across many disciplines. However, what is missing is a collection of cutting hedge research shedding light on the features, drivers and outcomes of food tourism to build an overarching framework around the phenomenon. In this Special Issue, the contributing authors explore the Features, Drivers and Outcomes of Food Tourism and explain how food tourism can help destinations as well as tourism, hospitality and foodservice industries to overcome a number of challenges.

An overview on papers in this special issue

This special issue contains eleven scientific articles that cover a broad range of issues, topics and initiatives in Food Tourism including sustainability, creativity, food tourism experiences, local cuisines, diaspora marketing, food festivals, street food consumption, online marketing and health hazards. These articles have adopted various methodological approches using different methods such as customer surveys, manager surveys, experimental designs, text mining, content analysis, case studies and some innovative statistical analytic techniques. We are happy to provide this rich and varied collection to scholars and peers in our field.

In the article titled “ Motivations, self-congruity and restaurant innovativeness as antecedents of a creative-food tourism experience: the moderating effect of first-time and repeat tourists ” Gomez-Rico et al. (2022) analyzed the drivers of a creative food tourism experience (CFTE) and its effect on the tourists' perceived authenticity and satisfaction. Data were obtained about 407 food tourists who traveled to visit a creative restaurant, and subsequently analyzed using structural equation modeling (PLS-SEM). Results confirm the relevance of emotional and social motivations to enjoy a CFTE and the need to align the target tourists' self-concept and restaurant positioning. Restaurant innovativeness was found to be the most vital driver of CFTE, which suggests that entrepreneurship in gastronomy is critical to boosting food tourism.

The article titled “ Not just food: Exploring the influence of food blog engagement on intention to taste and to visit” by Mainolfi et al . (2022) examined the effect of several factors such as perceived enjoyment, blogger credibility and homophily on readers' engagement with food blogs, as well as the influence of blog engagement on intentions to follow blogger's recommendations. Based on an online survey with a sample of 821 blog readers (Italian and American), the authors proposed and tested a model deploying structural equation modeling. They found that perceived enjoyment and homophily significantly impact on blog engagement, which, in turn, positively influences both intention to taste and visit. Furthermore, blogger credibility does not influence blog engagement.

In the article titled “ Addressing sustainable food management in hotels: proposing a framework and examining hotel groups ” Ruiz Molina et al. (2022) investigated sustainable food management in hotels, taking into account the various facets of the food supply chain. For this purpose, several dimensions were proposed for dealing with sustainable food management, involving all aspects of food supply chains that may be relevant for hotel decision-making. Results confirmed that the quality and the quantity of the information provided by hotels are limited and that hotel managers and users neglect a number of aspects of sustainable food management identified in the framework.

The article titled “ Searching memories of pleasures in local cuisine: how nostalgia and hedonic values affect tourists' behavior at hot spring destinations?” by Lin et al . (2022) developed a causal relationship model of nostalgia, hedonic values and tourists' intentions for local cuisine in historic hot springs. For data analysis, the authors used the purposive sampling model and surveyed three hundred and fifteen Taiwanese tourists visiting the Beitou Hot Spring, Taiwan. Covariance-based structural equation modeling was used to find that higher levels of tourists' perceived nostalgia are associated with stronger perceived hedonic values based on dining experiences. Tourists' perceived hedonic values mediate the relationships between nostalgia and tourists' intentions for local cuisine.

In the article titled “ Food tourism: opportunities for SMEs through diaspora marketing? ” Bowen (2022) investigated the impact of the diaspora effect on food tourism. The author used mixed methods to develop a deeper understanding of diaspora effects on food tourism using online survey of 169 food producers, with 37 follow-up interviews in Wales and Brittany. Results confirmed that two avenues for diaspora tourism are available, either through engaging with diaspora networks, such as expatriate networks located outside the country of origin, or through the reverse diaspora effect, of visitors experiencing products and then seeking to purchase them once returned to their countries.

The article titled “ Profiling food festivals by type, name and descriptive content: a population level study ” by Kesgin et al . (2022) classified and described food festivals and examined the patterns in food festival naming and festival descriptions in online media. The study represents the first population-level empirical examination of food festivals in the United States using a purpose-built dataset ( N  = 2,626) and builds on text mining techniques to examine food festival communications. Findings identified the festival forms, styles, functions and their diversity serving as a foundation for future scholarly work.

In the article titled “ Application of the extended theory of planned behavior to street-food consumption: testing the effect of food neophobia among Indian consumers, ” Nagar et al. (2022) examined how food neophobia, perceived risk and word of mouth about street food vendors affect tourists' attitude and intention to consume street food. The authors collected data collected from 445 tourists from the Indian urban center of Jammu and analyzed them by leveraging structural equation modeling (SEM). The study found that word of mouth about street food vendors positively and significantly influenced tourists' attitudes and intention to consume street food, while food neophobia led to negative attitude and intention to consume street food.

The article by Bigi et al. (2022) titled “ Who killed food tourism? Unaware cannibalism in online conversations about traveling in Italy ” addressed the online representation gap of destinations, focusing on Italy, for which official destination promotion materials, tourist guides and web influencers indicate food and wine as crucial drivers to attract visitors. For this purpose, content analysis based on a Bayesian machine-learning technique utilizing Leximancer software was applied to analyze questions and answers posted on TripAdvisor forums by potential and past visitors of four destinations in Italy (Naples, Florence, Parma and Ferrara). Surprisingly the authors found that food-related themes were almost completely absent in the conversations analyzed, suggesting that food-related attributes are diminished compared to less sensorial and memorable aspects of the travel experience.

In the article titled “ Defining risk reduction strategies for tourists with specific food needs: a qualitative approach, ” Moraleda et al . (2022) identified the main risk reduction strategies when individuals suffer from coeliac disease (CD) or non-coeliac gluten sensitivity (NCGS) travel. A qualitative approach based on thematic analysis was adopted. The results of 32 semi-structured interviews confirmed the high level of consensus on the main food risk reducers which can be listed as travel information, staff training in safety assurance, legislation and risk prevention protocols. The findings also suggest that information offered by restaurants, organizations and tourist destinations lack details about risks for the specific segment of tourists analyzed.

The article titled “ Seafood festivals for local development in Italy and Sweden ” by Pizzichini et al. (2022) focused on festivals taking place in coastal regions whose central element is seafood. Qualitative exploratory case studies of seafood festivals in Italy and Sweden were performed using an analytical model and the findings showed the close relationship between seafood and tourism. The authors suggest that, although the aforementioned relationship takes variable forms, food is a fundamental lever for maritime and coastal tourism and local development.

In the article titled “ The impact of COVID-19 on destination visit intention and local food consumption,” Dedeoglu et al. (2022) examined the impact of potential Chinese tourists' local food consumption motivation on their intention to consume local food. Moreover, they also examined the impact of those intentions on their tendency to visit that destination. Data obtained from 264 Chinese respondents for Italian food, and 277 Chinese respondents for Thai food were analyzed utilizing PLS structural equation modeling. The authors found that tourists' risk perceptions of COVID-19 negatively moderate the effect of cultural experience and novelty on the intention to consume Italian food but tourists' risk perceptions on Thai food have a diminishing effect on all motivation factors.

Concluding remarks

This special issue attracted a large number of high-quality submissions from scholars interested in food tourism and hospitality across many countries. This witnesses a growing scholarly “appetite” for food tourism to use a wordplay. The articles in this special issue covered theoretical and practical issues pertaining to food tourism, travelers' food consumption, health concerns of tourists, and organizational design of destinations using food as an attraction. The papers also display a variety of methodological approaches, including qualitative methods leveraging on interviews and case studies, quantitative approaches leveraging surveys, experiments, and content analysis, and mixed method approaches combining surveys and interviews. The papers represent contributions from all over the world including USA, UK, Italy, Spain, Sweden, Taiwan, India, Turkey and China. Together, they show that food is a global resource and central aspect in staging memorable and engaging experiences for travelers during their visits the destinations.

We would like to thank all the authors who responded to the call for papers. Competition for the SI was very high, and therefore the review process was extremely selective. We are particularly grateful to the authors of the papers in the special issue and to the many anonymous reviewers who provided constructive suggestions, valuable time and feedback.

Finally, we do believe that the articles included in this special issue will be well-received by scholars, students, as well as practitioners and managers. More specifically, the studies presented in this special issue emphasized the importance of developing further the scholarly debate on food tourism and food service research across multiple disciplines. We hope that the articles in this special issue will encourage more researchers to join the scholarly debate on the fascinating and innovative research area of food tourism. Last, we believe that several of the practical implications stemming from the studies might support the decision-making of tourism and hospitality managers, entrepreneurs, and marketers to see, seize and exploit the opportunities brought about by food in the tourism and hospitality industries, as well as other related sectors.

Cetin , G. , Okumus , B. and Alrawadieh , Z. ( 2019 ), “ The role of local gastronomy in destination marketing ”, Experiential Consumption and Marketing in Tourism Within a Cross-Cultural Context , p. 195 .

Chang , J. , Okumus , B. , Wang , C.H. and Chiu , C.Y. ( 2020 ), “ Food tourism: cooking holiday experiences in East Asia ”, Tourism Review , Vol. 76 No. 5 , pp. 1067 - 1083 .

de Albuquerque Meneguel , C.R. , Mundet , L. and Aulet , S. ( 2019 ), “ The role of a high-quality restaurant in stimulating the creation and development of gastronomy tourism ”, International Journal of Hospitality Management , Vol. 83 , pp. 220 - 228 .

Everett , S. and Slocum , S.L. ( 2013 ), “ Food and tourism: an effective partnership? A UK-based review ”, Journal of Sustainable Tourism , Vol. 21 No. 6 , pp. 789 - 809 .

Kim , S. , Park , E. and Lamb , D. ( 2019 ), “ Extraordinary or ordinary? Food tourism motivations of Japanese domestic noodle tourists ”, Tourism Management Perspectives , Vol. 29 , pp. 176 - 186 .

Kunasegaran , M. , Rasoolimanesh , S.M. and Khan , S.K. ( 2019 ), “ Experiences of international tourists with healthy signature foods: a case study in Malacca ”, British Food Journal , Vol. 122 No. 6 , pp. 1869 - 1882 .

Lai , M.Y. , Khoo-Lattimore , C. and Wang , Y. ( 2018 ), “ A perception gap investigation into food and cuisine image attributes for destination branding from the host perspective: the case of Australia ”, Tourism Management , Vol. 69 , pp. 579 - 595 .

Lai , M.Y. , Khoo-Lattimore , C. and Wang , Y. ( 2019 ), “ Food and cuisine image in destination branding: toward a conceptual model ”, Tourism and Hospitality Research , Vol. 19 No. 2 , pp. 238 - 251 .

Mariani , M. and Borghi , M. ( 2019 ), “ Industry 4.0: a bibliometric review of its managerial intellectual structure and potential evolution in the service industries ”, Technological Forecasting and Social Change , Vol. 149 , p. 119752 .

Mariani , M. and Baggio , R. ( 2021 ), “ Big data and analytics in hospitality and tourism: a systematic literature review ”, International Journal of Contemporary Hospitality Management . doi: 10.1108/IJCHM-03-2021-0301 .

Mariani , M. , Baggio , R. , Fuchs , M. and Höepken , W. ( 2018 ), “ Business intelligence and big data in hospitality and tourism: a systematic literature review ”, International Journal of Contemporary Hospitality Management , Vol. 30 No. 12 , pp. 3514 - 3554 .

McKercher , B. , Okumus , F. and Okumus , B. ( 2008 ), “ Food tourism as a viable market segment: it's all how you cook the numbers ”, Journal of Travel and Tourism Marketing , Vol. 25 No. 2 , pp. 137 - 148 .

Okumus , B. , Okumus , F. and McKercher , B. ( 2007 ), “ Incorporating local and international cuisines in the marketing of tourism destinations: the cases of Hong Kong and Turkey ”, Tourism Management , Vol. 28 No. 1 , pp. 253 - 261 .

Okumus , B. , Mehraliyev , F. , Ma , F. and Köseoglu , M.A. ( 2021 ), “ Intellectual connections in food tourism literature: a co‐citation approach ”, International Journal of Tourism Research , Vol. 23 No. 2 , pp. 220 - 237 .

Robinson , R.N. , Getz , D. and Dolnicar , S. ( 2018 ), “ Food tourism subsegments: a data‐driven analysis ”, International Journal of Tourism Research , Vol. 20 No. 3 , pp. 367 - 377 .

Su , D.N. , Johnson , L.W. and O'Mahony , B. ( 2020 ), “ Analysis of push and pull factors in food travel motivation ”, Current Issues in Tourism , Vol. 23 No. 5 , pp. 572 - 586 .

Yeap , J.A. , Ong , K.S.G. , Yapp , E.H. and Ooi , S.K. ( 2019 ), “ Hungry for more: understanding young domestic travellers' return for Penang street food ”, British Food Journal , Vol. 122 No. 6 , pp. 1935 - 1952 .

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Established in 1976, the Journal of Hospitality & Tourism Research ( JHTR ) plays a major role in incubating, influencing, and inspiring hospitality and tourism research. JHTR publishes original research that clearly advances theoretical development and offers practical value for hospitality and tourism ecosystems. JHTR strives to publish research with IMPACT – JHTR publications are expected to be I nnovative, M eaningful, P ractically relevant, A cademically rigorous, C ross-disciplinary, and T heory-focused. Read the complete description of our guiding editorial principles .

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Innovative – JHTR strives to be an incubator for original and thought-provoking research. To be considered for JHTR publication, the manuscript must provide new and insightful ways of exploring and conceptualizing an issue; offer different, unique, or controversial perspectives on a research topic; and/or bring together ideas, theories, and concepts in novel and thought-provoking ways. We particularly welcome cutting-edge research that inspires, provokes, excites, and engages our audiences. Research that simply replicates previous work in a different context or geographical location is not generally considered as making a significant contribution unless it presents novel perspectives or interprets the findings in ways that expand our understanding of the phenomena. Likewise, if incremental extensions in the form of replicating previous work with the addition of some elements do not significantly alter the prediction or application of a theory, contribution to knowledge creation is likely limited. Methodological novelty or sophistication in and of itself cannot compensate for inadequate theoretical and practical merits. Interesting research may take many forms, but the surest methods for creating such research is to challenge a commonly accepted theory, proposition, practice, or assumption, or examine new phenomena with a goal to generate new knowledge.

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Cross-disciplinary – Hospitality and tourism research is often enriched by exploring phenomena through the lens of other disciplines. Likewise, hospitality and tourism offer interesting and rich contexts that can help to shape the content and boundaries of studies in allied fields. Accordingly, where applicable, JHTR supports and encourages cross-disciplinary collaborations as well as contributions from scholars in other disciplines.

Theory-focused – JHTR strives to be a powerhouse for the cultivation of concepts, frameworks, models and theories that extend our understanding of relevant hospitality and tourism phenomena and inform the direction of future research. We particularly encourage and champion the development of theories and frameworks that originate from the hospitality and tourism field. Accordingly, contributing authors should pay particular attention to the interplay between concepts and contexts to create opportunities for theory building that captures the complexities, intricacies, and dynamics of hospitality and tourism phenomena.

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The Study of Food, Tourism, Hospitality and Events

21st-Century Approaches

• © 2019
• Sue Beeton 0 ,
• Alison Morrison 1

William Angliss Institute, Melbourne, Australia

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• Explores the vocational/professional nexus in the fields of study of food, tourism, hospitality and events
• Provides innovative, creative, and practical approaches to research and scholarship in this field
• Demonstrates a beneficial symbiotic relationship between vocational and professional education

Part of the book series: Tourism, Hospitality & Event Management (THEM)

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Table of contents (24 chapters)

Front matter, introduction.

• Alison Morrison, Sue Beeton

Framing Scholarly Practice

• Melanie Williams

The Study of Food, Tourism, Hospitality and Events: Past, Present and Future

Tourism and food: necessity or experience.

• Oswin Maurer

Event Studies: Progression and Future in the Field

• Leonie Lockstone-Binney, Faith Ong

The Australian Qualifications Framework and Lifelong Learning: An Educator’s Perspective

• Robert Broggian

Cooking the Books

• David Gilligan

An Indigenous Journey

• Karon Hepner, Liz Lotter

From Vocational to Higher Education: A Continuing Journey or Full Stop?

Curricular reform in food programs, supporting scholarship: reshaping a vocational educational library for higher education.

• Paul Kloppenborg

Better Together: Negotiating the Tension Between Liberal and Practical Knowledge in Event Management Curriculum Design

• Jeffrey Wrathall, Lynn Richardson

Mobility as the Teacher: Experience Based Learning

• John O’Donnell, Laurin Fortune

Student Learning and Employability: Immersion in Live Events

• Garth Lategan, Melanie Williams

Designing and Running Overseas Study Tours

• Effie Lagos, Andrew Dolphin, Fran Kerlin

Research Informed Teaching

Bridging the gap: making research ‘useful’ in food, tourism, hospitality and events—the role of research impact, participatory action research as development tool for industry training: artisan gelato.

• Angela Tsimiklis
• hospitality
• events management
• qualitative research
• applied research
• vocational training
• vocational scholarship
• professional scholarship
• student-centred learning
• research-informed teaching
• participatory action research
• trade qualification
• craft skills
• applied knowledge

About this book

Editors and affiliations.

Sue Beeton, Alison Morrison

About the editors

Bibliographic information.

Book Title : The Study of Food, Tourism, Hospitality and Events

Book Subtitle : 21st-Century Approaches

Editors : Sue Beeton, Alison Morrison

Series Title : Tourism, Hospitality & Event Management

DOI : https://doi.org/10.1007/978-981-13-0638-9

Publisher : Springer Singapore

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : Springer Nature Singapore Pte Ltd. 2019

Hardcover ISBN : 978-981-13-0637-2 Published: 26 June 2018

Softcover ISBN : 978-981-13-4468-8 Published: 11 January 2019

eBook ISBN : 978-981-13-0638-9 Published: 14 June 2018

Series ISSN : 2510-4993

Series E-ISSN : 2510-5000

Edition Number : 1

Number of Pages : XV, 274

Number of Illustrations : 16 b/w illustrations

Topics : Tourism Management , Services , Professional & Vocational Education , Higher Education

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Tourism and Hospitality (ISSN: 2673-5768) is an international, peer-reviewed, open-access journal that serves as a forum for publishing scholarly papers that advance the broad fields of tourism and hospitality. Academics and professionals with a background in marketing, management science, politics and policy making, economics, geography, sociology, history, psychology, anthropology, events management, recreation, leisure, environmental management, and public administration will find the journal interesting.

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School of Tourism, Hospitality Management and Food Studies

Master tourism, hospitality and food studies (thfs), master tourism, hospitality and food studies.

• Presentation

It aims at training French and international students with a corporate culture in Tourism, Hospitality and Food Studies . The second year comprises a specialization in one of those three fields. The objective of this Master’s program is to welcome international students who do not speak French but who could follow a training at the University Toulouse Jean Jaurès. It also allows French students to take a course in English and to gain the key attributes to work abroad and to step into an international career. This training also offers a diversity of publics as it enables culturally heterogeneous classes to be created.

Toulouse campus

Master's degree, initial and continuing training.

• Entry requirements
• Prospective careers

The Master’s degree in Tourism, Hospitality and Food Studies (THFS) is taught exclusively in English on the Toulouse campus.

It aims at training French and international students with a corporate culture in Tourism, Hospitality and Food Studies. The second year comprises a specialization in one of those three fields.

The objective of this Master’s program is to welcome international students who do not speak French but who could follow a training at the University Toulouse Jean Jaurès. It also allows French students to take a course in English and to gain the key attributes to work abroad and to step into an international career. This training also offers a diversity of publics as it enables culturally heterogeneous classes to be created. Beyond its international and cultural dimension, this Master’s degree allows to gain and/or to strengthen the necessary skills in the development of an international career in the three professional sectors tackled in the different ISTHIA trainings: Tourism, Hospitality and Food Studies.

According to the majors in initial training of the recruited Bachelor’s students, this degree provides the necessary knowledge to develop a strong professional culture in the three fields mentioned above, as well as more advanced and detailed skills in the specialization chosen by the students.

This Master’s degree allows to develop several management skills, particularly in the development of corporate strategies, in communication, decision-making and organization. It also trains students in human resources and financial management. This training tackles research, surveys, and data analysis and processing. The students are also trained in project management (planning, defining objectives and communicating) and are put in the position of consultants.

Master’s degree 1: you may apply on-line on Mon Master . Master’s degree 2: you may apply on-line on eCandidat . If you need help, you can download the tutorial .

The selection is based on written application and interview.

Are eligible to the Master’s degree in Tourism, Hospitality and Food Studies the students holding a Bachelor’s degree in Sociology, Social Sciences, Geography, Agribusiness, Foreign Languages, Dietetics, Nutrition, Economics and Management, Tourism, Economic and Social Administration, Management or Information and Communication, or a diploma in Nutrition, Hospitality and Catering, or Bio- Engineering.

Non-European students may apply on : https://pastel.diplomatie.gouv.fr/etudesenfrance/dyn/public/authentification/login.html

The people who do not hold any of the degrees listed above but who have worked in the tourism sector will be invited to apply for the validation of their qualifications (French NVQ scheme, decree of August 23rd 1985) by a jury of professionals and university lecturers.

(175 hours)

• UE 701 I World food cultures • UE 702 I Marketing • UE 703 I Anthropology and sociology of food • UE 704 I Research methodology: qualitative approach • UE 705 I Operating Management • UE 706 I French Culture

(200 hours)

• UE 801 I Dissertation and Internship • UE 802 I Economy, Communication, Human resources management • UE 803 I Tourism Engineering • UE 804 I Research methodology • UE 805 I Nutrition • UE 806 I French Culture

(250 hours)

• UE 901 I Anthropology and sociology of food • UE 902 I Hopitality and food service management • UE 903 I Tourism Management • UE 904 I Research methodology: quantitative approach • UE 905 I Quality management • UE 906 I French Culture

Semester 10

• UE 1001 I Dissertation and Internship • UE 1002 I Communication • UE 1003 I Research methodology • UE 1004 I Strategic marketing

Graduates may consider the following sectors of activities: international integrated or independent hotel businesses, international consulting companies, international agribusinesses, out-of-home catering industries.

Positions :

• Hotel manager
• Hospitality or Catering manager
• Project manager
• Product manager
• Food critic

Course director (Master 1): • Frédéric ZANCANARO [email protected]

Course director (Master 2): • Cyrille LAPORTE [email protected]

Coordinator: • Laura ACHOTEGUI [email protected]

Education administrator: •  Nathalie SALMON 05 61 50 41 36 [email protected]

Site de Toulouse

Campus du Mirail

5 Allées Antonio Machado, 31058 Toulouse Cedex 09

Plan du site de Toulouse

05 61 50 23 68

Site de Foix

Centre Universitaire de l'Ariège Robert Naudi

4 Rue Raoul Lafagette, 09000 Foix

Plan du site de Foix

05 61 02 19 74

Site de Cahors

Centre Universitaire Maurice Faure

273 Av. Henri Martin, 46000 Cahors

Plan du site de Cahors

05 65 23 46 04

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MASTER Tourisme | parcours Tourism, Hospitality and Food Studies (THFS)

Informations générales.

• Formation initiale

Débouchés professionnels

This "Tourism, Hospitality and Food Studies - THFS" master's program is available in the framework of both initial and continuing training on the Toulouse campus. The Master’s degree is taught exclusively in English on the Toulouse campus. It aims at training French and international students with a corporate culture in Tourism, Hospitality and Food Studies . The objective of the Master’s programme "Tourism, Hospitality and Food Studies - THFS" is to welcome international students who do not speak French but who could follow a training at the University Toulouse Jean Jaurès. It also allows French students to take a course in English and to gain the key attributes to work abroad and to step into an international career. This training also offers a diversity of publics as it enables culturally heterogeneous classes to be created. Beyond its international and cultural dimension, this Master’s degree allows to gain and/or to strengthen the necessary skills in the development of an international career in the three professional sectors tackled in the different ISTHIA trainings: Tourism, Hospitality and Food Studies . According to the majors in initial training of the recruited Bachelor’s students, this degree provides the necessary knowledge to develop a strong professional culture in the three fields mentioned above, as well as more advanced and detailed skills in the specialization chosen by the students. This Master’s degree allows to develop several management skills, particularly in the development of corporate strategies, in communication, decision-making and organization. It also trains students in human resources and financial management. This training tackles research, surveys, and data analysis and processing. The students are also trained in project management (planning, defining objectives and communicating) and are put in the position of consultants.

Compétences visées

• developing corporate strategy
• organizing and controlling the execution of tasks
• managing human resources
• using financial documents
• conduct surveys
• process and analyze data
• define objectives
• communicate orally and in writing
• express oneself in English

Niveau de recrutement : Bac + 3

Formation(s) requise(s)

Entry requirements, conditions d'admission.

• Master 1 : Mon Master
• Master 2 : eCandidat
• Non-European students may apply on Études en France
• The people who do not hold any of the degrees listed above but who have worked in the tourism sector will be invited to apply for the validation of their qualifications (French NVQ scheme, decree of August 23rd 1985) by a jury of professionals and university lecturers. Submit your request  to the service de la formation continue

UE 701 - HT90701T World cultures UE 702 - HT90702T Marketing UE 703 - HT90703T Anthropology and Sociology of Food UE 704 - HT90704T Research methodology UE 705 - HT90705T Operating Management in Hospitality UE 706 - HT90706T French culture

UE 801 - HT90801T Dissertation and Internship UE 802 - HT90802T Applied Human and Social Sciences UE 803 - HT90803T Tourism Engineering UE 804 - HT90804T Research methodology 1 UE 805 - HT90805T Operating Management in Hospitality UE 806 - HT90806T French culture

UE 901 - HT90901T Tourism Management UE 902 - HT90902T Hospitality and Foodservice Management UE 903 - HT90903T Anthropology and Sociology of Food UE 904 - HT90904T Research methodology UE 905 - HT90905T Quality management UE 906 - HT90906T French culture 2

Semestre 10

UE 1001 - HT90111T Dissertation and Internship UE 1002 - HT90112T Professionnal Communication UE 1003 - HT90113T Professionalisation UE 1004 - HT90114T French Gastronomy

Modalités d'évaluation

Voir les modalités

Prospective careers

• international integrated or independent hotel businesses,
• international consulting companies,
• international agribusinesses,
• out-of-home catering industries.
• Hotel manager
• Hospitality or Catering manager
• Project manager
• Product manager
• Food critic

Responsables pédagogiques

• Master 1 | Frédéric ZANCANARO | [email protected]
• Master 2 | Cyrille LAPORTE | [email protected]

Contacts administratifs

Administrative officer | [email protected] Formation Continue ISTHIA | Neneh Li T’HOOFT | [email protected] | 05 61 02 19 54

Dans la même rubrique

Composante(s), statistiques.

Portail national des masters

Fiche de présentation

Les autres parcours de la mention

• Management et Ingénierie du Tourisme (MIT)
• Management en Hôtellerie Restauration (MHR)
• TIC appliquées au développement des territoires touristiques (TIC ADTT)
• Tourisme et Développement (TD)

Tourism and Hospitality Studies

Tourism and Hospitality Studies (THS) ISSN 2948-5363 (Online) is an international, peer-reviewed, open-access journal on all aspects of tourism and hospitality published by RMP Publications in June and December.

Tourism and Hospitality Studies promotes and enhances research developments in the field of tourism and hospitality. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. THS continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments.

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What Is Food Tourism? A Guide to Culinary Career Opportunities

Foodie adventures and dream jobs await! Explore how you can combine culinary passion and travel with a career in food tourism.

Take the Culinary Career Survey

We’ve compiled a checklist of all of the essential questions into one handy tool: career options, culinary interest surveys, educational opportunities, and more.

Clicking the "Get the Survey Now" button constitutes your express request, and your express written consent, to be contacted by and to receive automated or pre-recorded call, texts, messages and/or emails from via phone, text, and/or emails by Auguste Escoffier School of Culinary Arts at the number(s)/email you provided, regarding furthering your education and enrolling. You understand that these calls , texts, messages and/or emails may be generated using an automated or pre-recorded technology. You are not required to agree to receive automated or pre-recorded calls, texts, messages or emails as a condition of enrolling at Escoffier. You can unsubscribe at any time or request removal of street address, phone number, email address via Escoffier website .

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Imagine your ideal vacation. Maybe you’re relaxing under a palm tree on a white sandy beach or backpacking through rugged mountains featuring breathtaking views. Or maybe you’re like a growing number of travelers who enjoy experiencing a new culture through unique dining experiences and locally sourced ingredients.

Picture unwinding in a private villa in the Napa Valley vineyards, partaking in private tastings, and indulging in local Meyer lemons and Dungeness crab. Food can serve as a powerful lens, allowing us to more fully experience new destinations, which is one reason food tourism is a growing trend.

According to some private-sector research, a majority of travelers research restaurants before heading out on vacation . But some travelers take it a step further. A recent report by the World Travel Association (WFTA) found that 34% of travelers select their destination based on food .

This growing interest in connecting travel and the culinary world raises the questions: What is food tourism and what careers exist in the industry?

What Is Food Tourism?

What are some examples of food tourism.

• Traveling to New Orleans to try authentic dishes and drinks like Creole Jambalaya, beignets, and a hurricane cocktail
• Visiting Italy, to indulge in pizza, pasta, and gelato the way it was meant to taste
• Staying in Spain, to experience heritage recipes for paella, tapas, and churros
• Venturing over to Japan, to experience sushi, ramen, and tempura made by locals

Tourists enjoy interacting with chefs as their meals are prepared.

Travelers are looking to learn more about the regions they travel to through food experiences such as farm-to-table tours and restaurants, trips through local markets, and interacting with the chef as their food is prepared. They’re looking for local flavors and specialties they can’t find anywhere else, which is creating unique opportunities for creative chefs.

Food tourism experiences can also help preserve traditional cooking methods and regional cuisines, ensuring their legacy lives on for future generations. It’s a win-win situation for locals and travelers alike.

Why Is Food Tourism so Popular?

While the term “foodie” arrived on the food scene in the 1980s, it began to gain steam in the 1990s when food television grew in popularity. The foodie community began to connect even more once the internet and social media made it easier to share and follow each others’ experiences and the works of celebrity chefs .

Food trucks grew in popularity along with the foodie scene.

In fact, the majority of Millennials and Gen Z would rather spend their money on experiences like traveling instead of saving for the future. In addition, they have become more interested in experiencing authentic culture as they travel instead of wanting to see landmarks or visit popular theme parks.

The younger generations want to move past sightseeing and see how the locals are living—and eating. Why visit a predictable amusement park when you could take a small catamaran to an island off the coast of Mexico where you can eat homemade tortillas prepared by the locals?

And it doesn’t appear to be a fading trend. The food tourism market is strong and expected to continue growing by 15.20% through 2033. With this in mind, it brings new and innovative opportunities for chefs looking to put a different spin on their careers.

Culinary Tourism Creates Exciting Career Opportunities

The increasing popularity of culinary tourism is creating unique opportunities for both chefs and food influencers . There are many ways you can combine your passion for food, culinary experiences, travel, or your local area into money-making opportunities.

Opportunities for Those Who Love to Travel

Do you want to see the world? Or do you have a favorite destination that you’d love to live in long-term or temporarily? There are many opportunities around the world for chefs and others passionate about cuisine in the food tourism industry. If you want to be part of it, here are some ideas for how you can combine your career and hobbies:

1. Partner with Tour Companies

You can partner with travel agencies and tour operators to create one-of-a-kind experiences for travelers. This could include taking groups to local farms and markets to purchase ingredients and educating them on the significance of the ingredients in the local culture throughout history. Escoffier’s Farm To Table Experience offers great examples of how local farming can influence culinary culture.

Food tourists are interested in learning more about the local food scene, including where to source ingredients, like the farmer’s market.

2. Cook for Guests as a Private Chef on a Yacht

Create a luxurious dining experience by working as a private chef on a yacht. You can personalize multi-course meals for private clients or charter guests while incorporating local ingredients from exotic destinations. You get the bonus of stunning ocean views day and night. Several professional organizations exist that can help you on your personal chef journey, including the United States Personal Chef Association and the American Personal & Private Chef Association (founded by friend of Escoffier Candy Wallace).

3. Join Adventure Groups as an Expedition Chef

If you enjoy trekking through the mountains, join an adventure tour company like Overland Cookery . You can prepare meals for hikers and campers throughout their journey. Or, you could prepare delicious meals for travelers to return to after an adventurous day of spotting animals on a South African safari. Get creative thinking about your favorite place to travel and how you could be a part of creating an unforgettable food experience for others.

4. Hit the Road as a Food Influencer

Professional chefs have a unique voice and experience to add to the world of food influencers. If you enjoy travel, you could spend your time traveling while learning about and sharing food experiences with others online. You can help foodies plan their next vacation by covering the best food to try and experiences to participate in throughout the world.

The Food Entrepreneurship Courses at Escoffier include classes in social media content development, food blogging, and hospitality marketing that can help you take the next step.

5. Provide Services as a Restaurant Consultant

Lend your culinary knowledge and experience to restaurants around the world. You can assist restaurants in menu development, improved food quality, and staff training. Become known as the expert in a specific culinary area and travel to teach others how they can do the same. Explore ways a degree in Hospitality and Restaurant Operations Management can help.

Opportunities for Those Who Want to Stay Local

You don’t have to travel to work in and support the world of culinary tourism if you want to stay close to home. There are plenty of opportunities, including the following, for chefs looking to stay local.

1. Host Cooking Classes

Host cooking classes to teach tourists about local culinary techniques and regional dishes. Educate participants on the differences in your local ingredients. Incorporate pieces of local history and storytelling throughout the experience to engage tourists and help them learn more about your area and culture.

2. Participate in Food Festivals

Food festivals , such as the South Beach Wine & Food Festival and Disney California Adventure Food & Wine Festival, are popular among foodies. Join a festival in your area or partner with other food experts to start a food festival to attract tourists. You can provide culinary demonstrations to showcase your skills and promote your region’s culinary heritage.

3. Work as a Private Chef

With the help of companies like Airbnb, many travelers enjoy staying at a house instead of a hotel or resort while traveling. You can help them enjoy an authentic experience by working as a private chef for their trip. You can prepare a lavish spread using local ingredients while customizing the menu for specific travelers.

Private chefs can help tourists enjoy authentic cuisine at every meal.

4. Food Tour Guide

Help take travelers past the tourist hotspots to find the best authentic dishes and culinary experiences the locals love in your city. Lead groups to the best restaurants, sharing what dishes will meet their needs. Take them on behind-the-scenes tours of the restaurants or create experiences where they can meet the Executive Chef.

5. Develop Local Food Tourism Opportunities

With the increase in food tourism, cities are working to create new experiences to help draw tourists. There are many ways you can partner with local government and business owners to put your city on the food tourism map. Here are some ideas to get you started:

• Create themed menus for restaurants in your local area.
• Collaborate with local producers, from farmers to cheesemakers and artisanal bakers, to source fresh local ingredients for your dishes.
• Offer special tasting events featuring local ingredients and specialties.
• Work as a food tourism advocate. Connect with other local chefs, restaurants, and food businesses to bring new culinary offerings to your area.

The food tourism industry is wide open. Look for ways to pair your culinary skills with other passions to create one-of-a-kind experiences for travelers from near and far.

Providing unique culinary experiences and behind-the-scenes experiences can draw tourists.

If the food tourism industry is calling your name, you can set yourself apart from other chefs by developing additional skills that will help you serve in these unique career opportunities.

Non-Culinary Skills for Success in Food Tourism

Food tourism is about more than just local ingredients and cooking. Outside of your culinary skills, the following skills can help you succeed in a career in the culinary tourism industry:

• Storytelling Skills : Creating the authentic experience tourists are looking for includes good communication skills and being a captivating storyteller. Share local heritage and cultural narratives throughout the culinary experience. Engage with people to share your local knowledge and answer their questions to create a personalized experience.
• Business Acumen : Understanding business principles such as marketing and promotion can help you attract customers to your culinary experience while understanding the numbers behind the business will help you price your offerings right.
• Cultural sensitivity : Food is deeply connected with local culture, and having cultural sensitivity helps you communicate local and historical traditions in a meaningful way.

Combining these skills can help you create one-of-a-kind experiences for travelers while establishing yourself in a career that you can enjoy personally and professionally. If you’re interested in starting your own business in the food tourism industry, explore how a food entrepreneurship program can help you get started.

How to Take the Next Step for a Career in Food Tourism

Food tourism is a travel trend that is here to stay. It provides transformative experiences for travelers, allowing them to immerse themselves in unique flavors, local culture, and regional traditions.

The travel landscape continues to evolve with the changing generations, creating new and exciting opportunities in the culinary and hospitality world. If you’re passionate about food and enjoy creating unique experiences along with delicious cuisine, a career in food tourism might be right for you. Contact us to learn more about how you can combine your interests and passions with an exciting career in culinary tourism.

CHECK OUT THESE ARTICLES NEXT!

• Career Options For Culinary School Graduates
• What Skills Do You Need for a Career in Hospitality and Tourism?
• How You Can Get a Job on a Cruise Ship

*Information may not reflect every student’s experience. Results and outcomes may be based on several factors, such as geographical region or previous experience.

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Clicking the "Get the Workbook Now" button constitutes your express request, and your express written consent, to be contacted by and to receive automated or pre-recorded call, texts, messages and/or emails from via phone, text, and/or emails by Auguste Escoffier School of Culinary Arts at the number(s)/email you provided, regarding furthering your education and enrolling. You understand that these calls , texts, messages and/or emails may be generated using an automated or pre-recorded technology. You are not required to agree to receive automated or pre-recorded calls, texts, messages or emails as a condition of enrolling at Escoffier. You can unsubscribe at any time or request removal of street address, phone number, email address via Escoffier website .

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AgriLife Today

Texas A&M AgriLife's digital magazine and newsroom

International study can open doors to a future in hospitality and more

Texas a&m expert shares how study abroad can enhance education, career .

May 8, 2024 - by Katharine Cook

Many  Texas A&M College of Agriculture and Life Sciences  students have the opportunity to gain international study experience, which can present them with unforgettable memories and lifelong lessons. 

But for students in the  Department of Hotel Management, Hospitality and Tourism , it can be a gateway to a new career.

Connor Clark, Ph.D., assistant professor in the department, said beyond the bucket-list type of experiences students can have while traveling, there is a wealth of career options and opportunities to be found when studying abroad.

“Whether you are interested in a career in hospitality or not, the act of studying abroad qualifies you as a tourist and is a great opportunity to learn about tourism experiences in different countries,” Clark said.

Studying abroad presents new experiences and new opportunities

Studying abroad is often regarded as a highlight of many students’ college experience, but it can be much more than a fun trip for students planning to enter the hospitality industry. Between industry visits on faculty-led programs and enriching lectures on new topics, embarking on an international education trip can open doors and teach students about new opportunities. 

With firsthand knowledge, Clark said his study abroad in Latin America changed the trajectory of his career and allowed him to connect deeply with the culture.

“In my experience, studying abroad led to my whole career focusing on Latin American culture and hospitality,” he said. “I use my experience as a tool every day in my work.” 

Learning career-specific skills and beyond

Exposure to different cultures and clientele enhances students’ ability to effectively serve tourists in their careers, Clark said.

One event management program in Scotland, led by Donna Lee Sullins, Ed.D., instructional assistant professor in the department, gives students foundational knowledge in event planning and management. Students attend four area festivals while volunteering alongside locals and get hands-on experience while refining their skills of venue evaluation and selection.

Clark also said if a student is studying where English is not spoken, learning a new language can help them become a global citizen and expand their job opportunities. He added that immersing yourself in a new language is the best way to learn.  

“There are different customs, expectations and values that tourists have, and studying abroad and gaining knowledge of language will be invaluable in a career in hospitality,” Clark said.

Getting comfortable with the unfamiliar through studying abroad

While many students may feel nervous about leaving the comfort of the Bryan-College Station area, studying abroad presents them with personal development experiences that are unique to international travel. 

Travel abroad programs provide some of the most enriching learning practices, and can teach students about themselves and their majors, while exposing them to other cultures and career paths, Clark said. 

“It may be a little uncomfortable to embark on something unfamiliar,” Clark said. “But being able to get to know people and build real relationships with the local people and see how they live is an invaluable benefit.” 

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