Gastronomy can be defined as the art or science of eating food. It can also mean the studies of food as well as culture. Gastronomic tourism is used to refer to individuals travelling to a specific destination with the local food and drinks being the motivation. It is also known as ‘food tasting’, ‘culinary tourism’ and simply as ‘food tourism’. Tourists who fall under this form of tourism travel with the aim of having unique and memorable drinking and eating experiences.

Gastronomic tourism is largely domestic where individuals travel to a certain region of the country to experience different foods and drinks. Many tourists travelling abroad rarely cite food as the major reason for their travel. However, there has been growth in the popularity of certain foods such as Chinese, Indian and Mexican, which has increased the number of people travelling for culinary purposes (Croce & Perri, 2010, p.56). Gastronomic tourists are usually couples of middle age whose income is above average and are usually professionals. This is also similar for other types of tourists. However, those who travel purposely for food spend more than half of their budgets on food.

Food, just like many other cultural artifacts is specific for certain countries or regions. As such, a person looking for unique food and drinks would normally demand authentic and different foods that are different from what they are used to. For tourism site to appease such tourists, it is forced to produce foods that are unique to their cultural heritage. This creates a desire in the tourists to explore the culture from where the food came from and eventually, regions are able to showcase their uniqueness while using food as their symbol. Gastronomy when used as a tourism product has a positive effect on the economies of marginalized or rural areas. Due to curiosity, foods tourists like to experience the whole food chain from the raw product, the preparation process and finally eating. As such, promotion of food tourism in the rural areas benefits the farmers, small business owners and assists in the diversification of these economies as it increases the demand for the local products.

The concept of gastronomy as a tourism product entails the marketing of food. It is also based on the interaction of the consumer and the provider of food. Products of gastronomy tourism are then made available to consumers through various distribution channels such as supermarkets and restaurants. Four stages are involved in the creation of a tourism gastronomy product. The first focuses on the sites where tourists can enjoy food. These places include restaurants, food campaigns as well food festivals. The second step aims at enhancing the tourists’ better understanding of food. This can include having unique labels for the foods. The third activity entails food experimentation through cooking schools. The fourth activity entails exchange of information on nutrition through various projects.

As a product, gastronomy is reliable because food is always available. One can get their favorite dish regardless of the weather or other factors. As such, it can be used to revive a struggling tourist destination that has stalled due to the decline in its life cycle as a tourist site.
Gastronomy can also be viewed as a tourist product by being promoted as a luxurious product. Many countries such as France that have long histories of cuisine have seen the potential of gastronomy. As such, its products are usually expensive and are thus highly attractive to the rich. They also have popularized high-end restaurants. Individuals eating and drinking French cuisine in these restaurants wish to consume quality-sophisticated goods and in return acquire an attractive image. As such, tourism is more secure in these areas against financial turmoil because the luxury goods market is not heavily affected during such periods(Croce & Perri, 2010, p.56).

To promote gastronomy as a product, it is important to create connections and cooperation so that food can link other economic activities such as food festivals. It is vital to integrate all related activities in order to promote a tourist’s culinary experience. This is because food is a single factor in the economy but the market, stores as well as restaurants are also important to the tourist.

Understanding gastronomic aspects of a given area can be enhanced by the inclusion of a country’s or a region’s gastronomic features in its promotional materials. They can be included in travel brochures where beautiful pictures of tourists eating, restaurants as well as markets are posted.Regions can also campaign for popular products that are specifically connected to them. An example is how some parts of Britain promote the apple season. The apples as well as the ciders are made available in restaurants and markets.

Another way of enhancing a region’s culinary is by establishing trademarks that have regional features. This entails combining many products and labeling them with the name or symbol of the region. In this way, food lovers are able to associate the region with the type of products labeled. Another way of popularizing gastronomy in tourism is enhancing better planning of restaurants in new resort developments. This is because food should be integrated in the developments. In rural settings, the planning of various amenities such picnic sites, parking lots and signs are vital and can be considered as indigenous and hence be more attractive to the tourists.

For gastronomy to be better understood as tourism package, it is important to set standards for various food producers, suppliers and restaurants based on a set of values. As such, people can view specific restaurants as significant sites during their visit and not just a source of accommodation. The criteria or the values involved should be easy to follow for all the people involved. The accrediting organization should be credible and the rating system should be marketed to the tourists. This arouses their curiosity, gives a competitive advantage to the accredited suppliers and eventually raises the quality in the whole supply chain. For example, hotels that have the Michelin stars attract a high number of tourists in France.

Implementing and marketing quality standards should also be encouraged. This is because some societies have good cuisines that have been trivialized to their common local use and availability. The standards assist the notable cuisines to regain their reputation and significance, which enhances interest in them. Local qualities can be enhanced by a combination of factors such as training and assistance promotion of the cuisines.

It is also important to reinvent, modernize and add commercial value to food traditions. Food is usually a common feature in myths and stories. However, these food traditions and recipes contained in these myths have been lost over time possibly due to globalization and enhancements in technology. However, increased need to increase tourist products has led to the reinvention and marketing of these recipes.It is also important to integrate food and drinks with other tourist activities such as hiking and game watching. There has also been an increase in eating and drinking when on transit and most areas where tourists are interested in have food stores.

Another way of enhancing gastronomy as a tourist product is by establishing elaborate marketing routes. Visitors are taken through various routes that expose them to the varieties of foods and drinks that are available. As such, there are wine and beer routes where the producers create a network and coordinate their marketing activities. There are also solid food routes where visitors are allowed to taste.

It is also important to create visitor centers that inform the tourist the various production processes and the traditional significance of the product. In such places, tourists’ interest is increased by involving them in the production processes such as baking. Other tourist centers have adopted food to their attraction. An example is lodges in game parks offering game meat (Hall & Hall , 2003).

It is also important to restructure the whole food experience. This can be achieved by exposing food producing zones as well as processing plants to tourists. Many tourists prefer to observe the traditional equipment and methods at work. This also gives the producers a marketing opportunity as well as enhancing their public relations. Another way that can enhance gastronomy as a tourism package is to create events that focus on food and also tourism. Food festivals, food themed events and competitions all increase the awareness of the local food. Use of food-like products during popular events also popularizes the foods. An example is the use of pumpkin pies during Halloween. Cooking classes are can also be organized by chefs and restaurant owners for people interested in cooking. This popularizes gastronomy as a package in tourism.

Another method that can lead to better understanding is training food science and tourism professionals on gastronomy. Information is passed in well-equipped facilities by researchers. The public is also invited for chosen classes for the experience of cookery tourism with the hope that they can give feedback which would be important to the professionals.Research and development is also very important to enhance better understanding of gastronomy as a tourism package. Over the years, there has been little enhancement in research based knowledge on the need for the combination of tourism and food industries. This can be overcome by commercializing research and development.

Better understanding can also be created through increased use of the media. Development in communication technologies should be adopted to increase the reach. Regional tourism organizations by themselves cannot be sufficient but there should be agronomy centered tourism boards.

There should also be demonstration sites that would raise new prospects in gastronomy tourism. Safe methods of production and consumption are demonstrated which raises tourists’ interest in the products. However, food can be combined with other fields such as medicine for matters to do with food safety and therapy. This can increase the interest in restaurants and other providers who offer food related medical services.