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Digital marketing and food tourism: towards a better understanding of food tourists’ engagement

Kempiak, Joanna, Hollywood, Lynsey, Bolan, Peter and Gilmore, Audrey (2016) Digital marketing and food tourism: towards a better understanding of food tourists’ engagement. In: CHME (Council for Hospitality Management Education) Conference 2016, Ulster University, Belfast. Ulster University. 9 pp. [Conference contribution]

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Abstract

Having considered the importance of food in a destination’s development, its key role in the tourists’ experience, marketing and enhancing the existing tourism ‘product-service’ offering, it is not surprising that food tourism is a growing sector. Moreover, food has become a major theme across various digital communication channels. With this in mind, tourism businesses must maximise the potential of various new digital technologies which, enable tourists to engage with a destination, especially since consumers’ reliance on social networks is increasing due to the advances in technology and media communications. Subsequently, the purpose of this research is to examine the role of digital marketing communications within the food tourism context. To gain an in-depth insight into the industry outlook and a better understanding of tourists’ behaviour, a qualitative two stage multiple method research design has been proposed.

Item Type:Conference contribution (Paper)
Keywords:food tourism, food tourist, digital marketing, co-creation
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:36685
Deposited By: Dr Peter Bolan
Deposited On:23 Jan 2017 16:16
Last Modified:23 Jan 2017 16:16

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