The potential for gastro-tourism in China:
A Case Study of Beijing.
[Dissertation (University of Nottingham only)]
Recently, tourism industry is becoming more and more popular for scholars. However, the analysis of the food tourism literature and the promotional material of various destinations indicate that the role of food in the marketing of destinations has until recently received very little attention locally and globally. Whereas, all indications shows that the local food holds much potential to enhance sustainability in tourism; contribute to the authenticity of the destination; strengthen the local economy; and provide for the environmentally friendly infrastructure.
Chinas’ tourism industry has great potential for all the destinations especially the foreign tourists. There is a dramatic increasing for international tourists to China after Beijing gained the opportunity to hold the Olympic Games. People want to travel to Beijing for heritage, fun and Olympic Games during 2008 and after. However, most of them ignored the Beijing’s food, one of the famous components in Beijing, which has almost 2,500 years history. Besides, it would be the easy way to experience the Chinese culture. Thus, this research aims to evaluate the potential of food tourism in Beijing. Then, this study would try to figure out appropriate method to promote food tourism in particular destination, Beijing. It is illustrated using the structured questionnaire survey would be the efficient method to exam the research questions. Moreover, semi-structured interview is also utilised for specifying the research issues. Finally, there are three different cases would be used to compare with Beijing in order to examine the attributes of destination and offer the suggestions for DMO to make right movement.
This research would use SPSS for analyzing the data collected from questionnaire. Many different SPSS tools are used to analyze the data has been collected from questionnaire. Crosstabs and factor analysis are the important tools to justify the relationship of different variables. Crosstabs is used for identifying the relationship between two different variables. Factor analysis is used for identify the potential motivation of tourists. The results of the finding part aims to find out the potential for gastro tourism in Beijing and the tourists’ major motivation for travelling. Besides, it also aims to find the relationship between each factor in survey. Moreover, it will show the opinion of tourists, the importance of food for a destination.
Finally, conclusions and recommendation will be discussed. This research contributes to destination branding and positioning strategies. It also identifies the attitudes, expectation and perception of visitors. Consequently, this research is to examine the importance and potential of food tourism in Beijing in order to support the local DMO for promoting Beijing’s food and local tourism industry.
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