Preferred travel experiences of foodies: an application of photo elicitation

Andersson, Tommy D., Getz, Donald, Vujicic, Sanja, Robinson, Richard N. S. and Cavicchi, Alessio (2016) Preferred travel experiences of foodies: an application of photo elicitation. Journal of Vacation Marketing, 22 1: 55-67. doi:10.1177/1356766715589621

Author Andersson, Tommy D.
Getz, Donald
Vujicic, Sanja
Robinson, Richard N. S.
Cavicchi, Alessio
Title Preferred travel experiences of foodies: an application of photo elicitation
Journal name Journal of Vacation Marketing   Check publisher's open access policy
ISSN 1479-1870
Publication date 2016-01
Sub-type Article (original research)
DOI 10.1177/1356766715589621
Volume 22
Issue 1
Start page 55
End page 67
Total pages 13
Place of publication London, United Kingdom
Publisher SAGE Publications
Collection year 2017
Language eng
Abstract A large-scale sample of food lovers accessed by an online survey, which followed a qualitative focus group study, employed the photo elicitation technique to investigate their preferences for travel experiences. This technique identified top choices both for food-related and other types of urban, nature-oriented and active recreational pursuits. Overall, the most popular experience sought was described as ‘enjoy regional cuisine in a local restaurant’ and depicted a couple dining informally with a waterfront backdrop. The photo conveyed the romantic, authentic and informal messages all at once. More detailed analysis revealed significant differences according to respondent country of residence and previous food-related travel. Specifically, the most experienced food tourists were the most likely to select food festivals and meeting/learning from chefs. Those who had travelled less for food experiences had more general, leisure-oriented preferences that included nature and heritage. Results have implications for precise targeting at food tourists; the packaging of experiences; and destination development, branding and promotion. A number of methodological and theoretical issues are discussed, including the issue of how photos communicate messages and their use in marketing.
Keyword Experience preferences
Food tourism
Photo elicitation
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
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