Exploring the roles of local food in developing Lenggong Valley as a rural food tourism destination
Integrating the relationship between food and tourism destination has been an important issue in the current tourism scenario. More tourism leaders globally are recognizing the important role local food can play in strengthening a rural destination’s tourism product. Thus, the purpose of this stu...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/19813/ http://journalarticle.ukm.my/19813/1/48756-184742-1-PB.pdf |
| Summary: | Integrating the relationship between food and tourism destination has been an important issue in
the current tourism scenario. More tourism leaders globally are recognizing the important role
local food can play in strengthening a rural destination’s tourism product. Thus, the purpose of
this study is to explore the role of local food in developing Lenggong Valley as a rural food
tourism destination. This study is applying a qualitative method using in-depth interview and
participant observation. The finding identified four steps in developing rural food tourism
destination; i) identifying local food components, ii) examining the capabilities of local food as
tourism product; iii) evaluating local food as tourism product; and iv) selecting suitable
marketing strategy to promote food tourism. This study contributes to expanding research on
food tourism in constructing the rural food tourism framework. The information in this study
leading to new ways of thinking about local food, by integrating local food and tourism resources
to enhance rural destination attraction, since local food at rural destination attract little research
in the field of tourism management. |
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