#marketingspeaker #traveljournalist #consultant · “food offers a kind of reassurance. i...
TRANSCRIPT
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 2
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 3
instafoodHow Social Media Is Changing The Way We Eat On Holiday
Mihir Nayak
bdquoIt seems people are
spending more time
looking at images of food
and paying less attention to
actual foods consumedldquo1
instafood - How Social Media Is Changing The Way We Eat On Holiday 5
1 Kinard 2016 p 481
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 2
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 3
instafoodHow Social Media Is Changing The Way We Eat On Holiday
Mihir Nayak
bdquoIt seems people are
spending more time
looking at images of food
and paying less attention to
actual foods consumedldquo1
instafood - How Social Media Is Changing The Way We Eat On Holiday 5
1 Kinard 2016 p 481
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 3
instafoodHow Social Media Is Changing The Way We Eat On Holiday
Mihir Nayak
bdquoIt seems people are
spending more time
looking at images of food
and paying less attention to
actual foods consumedldquo1
instafood - How Social Media Is Changing The Way We Eat On Holiday 5
1 Kinard 2016 p 481
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
instafoodHow Social Media Is Changing The Way We Eat On Holiday
Mihir Nayak
bdquoIt seems people are
spending more time
looking at images of food
and paying less attention to
actual foods consumedldquo1
instafood - How Social Media Is Changing The Way We Eat On Holiday 5
1 Kinard 2016 p 481
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bdquoIt seems people are
spending more time
looking at images of food
and paying less attention to
actual foods consumedldquo1
instafood - How Social Media Is Changing The Way We Eat On Holiday 5
1 Kinard 2016 p 481
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 6
2 Ada 2015
Israeli restaurant Catit Every plate staged for Instagram
Special lighting conditions
Plates rarr brackets for smartphones 2
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Food photography rarr most popular posts [Instagram]
bull foodie foodporn nom rarr over 20 million images
bull travel also features many culinary posts
instafood - How Social Media Is Changing The Way We Eat On Holiday 7
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
instafood identity
instafood - How Social Media Is Changing The Way We Eat On Holiday 8
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Like the lsquo68 Gen Todayrsquos youth rarr rejecting values of previous generations
42 of millennials are drinking less than their parents
Getting drunk belongs to an older generationrsquo
71 prefer revitalising smoothies over alcohol3
Everbrite Survey
instafood - How Social Media Is Changing The Way We Eat On Holiday 9
3 Barrie 2017
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoIf you wanted to pick up a chick in the East
Village [New York] in the lsquo80s you walked
around with a guitar strapped to your back
Today you get a tattoo of a carrot on your
forearmrdquo 4
instafood - How Social Media Is Changing The Way We Eat On Holiday 10
4 Barrie 2017
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoPrevious generations definitely defined themselves by
the music they listened tohellip
But my generation is looking to food ndash making it eating
it talking about it learning about it ndash as their own form
of entertainment and self-expressionrdquo 5
instafood - How Social Media Is Changing The Way We Eat On Holiday 11
5 Barrie 2017
Food not musicfashion rarr defining topic of millennials [Born 1980 - 2000]
Trauer amp Ryan (2005) sbquoIntimacy theorylsquo rarr Emotional attachment with food amp drink
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Eating particular foods is a way
of making a statement about
who we are what we believe 6
bdquoEvery meal can tell us something about ourselvesldquo7
Means of expressing themselves
instafood - How Social Media Is Changing The Way We Eat On Holiday 12
6 Mintz 19967 Bell and Valentine 1997 p3
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoMany millennials canrsquot afford to buy houses
canrsquot get great jobs in fields they studied
and are otherwise struggling economicallyrdquo8
bull What they do have is sourdough bread expensive but still cheaper than a mortgage
instafood - How Social Media Is Changing The Way We Eat On Holiday 13
8 Michael Lee in online forum Quora in Barrie 2017
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoI post pictures of food because I like food but its also
because I dont have much else to post
about Food is just an accessible way to at least
pretend you are living The Good Liferdquo
ldquoIt probably comes down some sense of luxury Like I
canrsquot afford a mortgage but I can afford some really
nice sourdoughrdquo 9
instafood - How Social Media Is Changing The Way We Eat On Holiday 14
9 Freelance copywriter Victoria Parkey in Barrie 2017
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoFood offers a kind of reassurance I cant afford to put
a deposit down or insure a car or go abroad but it
cant be that bad because I am here eatinghellip
a beaut piece of avo toast
And that positive reinforcement of likes
and comments on my picture on Instagram
makes me feel like thats okrdquo 10
instafood - How Social Media Is Changing The Way We Eat On Holiday 15
10 Barrie 2017
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Food rarr new social currency via photo sharing apps
ldquoPosting a picture and getting a bunch of likes
is very much instant gratification
ndash feeling good about yourselfrdquo 11
instafood - How Social Media Is Changing The Way We Eat On Holiday 16
11 Food content manager Huge Harrison in Barrie 2017
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
instafood foodtourism
instafood - How Social Media Is Changing The Way We Eat On Holiday 17
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bdquoVisitation to primary and secondary food producers food
festivals restaurants and specific locations for which food tasting
andor experiencing the attributes of specialist food production
regions are the primary motivating factor for travelhellip
[The] desire to experience a particular type of
food or the produce of a specific regionldquo 12
instafood - How Social Media Is Changing The Way We Eat On Holiday 18
12 Hall and Mitchell 2001 p 308
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
ldquoCulinary tourism is about food exploring
and discovering culture amp history
through food and food related activities in
the creation of memorable experiencesrdquo13
instafood - How Social Media Is Changing The Way We Eat On Holiday 19
13 Long 2005
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull 3000 BC Spice trade near Somalia Dijbouti Eritrea14
bull 1492 Italian explorer Christopher Columbus In search of gold and spices
bdquodiscoveredldquo sweet potatoes beans birds fish crab amp maize
instafood - How Social Media Is Changing The Way We Eat On Holiday 20
14 Nabhan 2014 Najovits 2003
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Tasting local cheese at a family-run diary in Holland
Sampling bread at a market in France
Learning to prepare spicy dishes in Thailand
Drinking tea in a Sri Lanka plantation
Working on an organic farm in South America
bull Travelling for food and drink experiences rarr popular tourist activity
instafood - How Social Media Is Changing The Way We Eat On Holiday 21
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Food tourism is worth nearly
$8 billionyear in the UK (World Food Travel Association)
15
bdquoOver 33 of tourist spending
is devoted to foodldquo (UNWTO)16
instafood - How Social Media Is Changing The Way We Eat On Holiday 22
15ICTA 2012 16 UNWTO 2012 p6 Kim et al 2009a
Meler and Cerovic 2003
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Food photography rarr very strong impact on travelers when choosing a destination17
instafood - How Social Media Is Changing The Way We Eat On Holiday 23
17 Liu et al 2013
Liu B Norman WC amp Pennington-Gray L ldquoA Flash of Culinary Tourism Understanding the Influences of Online Food
Photography on Peoplersquos Travel Planning Processrdquo 169 participants in an online survey
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Enteleca (nd) divided UK tourism market into 5 groups
instafood - How Social Media Is Changing The Way We Eat On Holiday 24
Laggards
28-17
No interest in local food
Unlikely to have purchased
any during their holiday
Un-reached
15-17
Food can contribute to
enjoyment of a holiday
Happy to try local food
Not purchasing it currently
Un-engaged
22-24
Donrsquot perceive fooddrink as
adding to the enjoyment of
their holiday
Not negative towards
sampling local foods
Interested
30-33
Food rarr enjoyment on holiday
Try local foods when the
opportunity arises
Most active purchasers of
local foods
Food Tourists
6 - 8
Food rarr main reason for
choosing a holiday
destination
Aim rarr Experience ldquogood
foodrdquo not necessarily local
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bdquoFood tourism is on the boil like never before holiday makers are choosing where they go by
what they can put into their stomachshellip
Food tourism today is where ecotourism was 20 years agoldquo
Fiona Jeffery World Travel Market spokesperson 18
instafood - How Social Media Is Changing The Way We Eat On Holiday 25
18 World Travel Market 2008
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
instafooddestinationmarketing
instafood - How Social Media Is Changing The Way We Eat On Holiday 26
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Increasing homogenization of tourism destinations
bull Local food enhances the distinctiveness of a destination
Other destinations find difficult if not impossible to imitate19
instafood - How Social Media Is Changing The Way We Eat On Holiday 27
19 Cavicchi amp Ciampi Stankova 2016
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Most DMO marketing materials include fooddrink offerings20
Australian Tourist Commission
Canadian Tourism Commission
Hong Kong Tourism Board21
Peru Tourism Bureau
instafood - How Social Media Is Changing The Way We Eat On Holiday 28
20 Fields 2002 Getz et al 2014 Kim et al 2009b21 Ignatov and Smith 2006 Okumus et al 2007 Plummer et al 2005
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Another way of integrating food into tourism rarr food festivals
Potential for tourists to indulge in the local culture
Great popularity in recent years
Catalyst for food tourism by attracting influencers to the destination
instafood - How Social Media Is Changing The Way We Eat On Holiday 29
Creators who share content on Instagram building communities around topics eg travel food photography fashion beauty fitness
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 30
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 31
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 32
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 33
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
250000Melbourne food and wine festival
32 million Pahiyas festival Philippines (2015)
18000SAVOUR Singapore (2014)
instafood - How Social Media Is Changing The Way We Eat On Holiday 34
50000La Tomatina in Spain (2013)
30000Maine Lobster festival
50000San Francisco street food festival
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
21441 impressions on Instagram
28155impressions on Twitter
instafood - How Social Media Is Changing The Way We Eat On Holiday 35
TOP INTERNATIONAL CULINARY DESTINATIONS
1 France
2 Italy
3 Australia (from 10th)
restaurantaustralia
DMOs rarr user-generated social media content in campaigns
$86 million advertisingsocial media campaign in May 2014 22
22 Ontario Culinary Tourism Alliance amp Skift (2015)
196045Twitter follows
6357143FB Likes
21492945 YouTube views
1102203 Instagram followers
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Ireland rarr emerging culinary destination
Faacuteilte Irelandrarr ldquoDiscover Irelandrdquo campaign23
ne opportunity to interact with Irelandrsquos local cuisine producers
Sheridanrsquos Irish Food Festival
Irish Whiskey Trail
TASTE of Kilkenny Food Trail
23 Ontario Culinary Tourism Alliance amp Skift (2015)
instafood - How Social Media Is Changing The Way We Eat On Holiday 36
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Growing interest in authentic local foods on holiday
Over 52 wanted to try local foods 6
Over 70 rarr food makes a positive contribution to their holiday24
instafood - How Social Media Is Changing The Way We Eat On Holiday 37
24 Visit Scotland 2011
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Tourists are looking for authentic experiences behind the touristic curtain rarr off limits to tourists25
bull Sharing economy ldquoNew marketplaces that allow services to be provided on a peer-to-peer basisrdquo (OECD)
25 MacCannell 1973
instafood - How Social Media Is Changing The Way We Eat On Holiday 38
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak instafood - How Social Media Is Changing The Way We Eat On Holiday 39
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Cooking classes
Tourists rarr visit local villages to collect ingredients + cook together with the locals26
New authentic culinary tourism experience where the cuisine originates1
Tailor-made individual27
instafood - How Social Media Is Changing The Way We Eat On Holiday 40
26 Millionmetrics 201727 Cavicchi and Ciampi Stankova 2016
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
Baipai Thai Cooking School Thailand
bull Taught by qualified Thai professionals
bull Established in April 2002
bull Meet a special interest need in cookery holidays
41
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
instafood adventure
Some people go out of their way
to try the dangerousscary 28
28 Gyimoacutethy and Mykletun 2009
instafood - How Social Media Is Changing The Way We Eat On Holiday 42
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir NayakGoat-head culinary experiences sought by tourists in Tunisia
43
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak 44
Pufferfish (Japan) rarr Russion roulette
Lethal rarr up to 1200 times more potent than cyanide
Dizziness vomiting Numbness prickling
Rapid heart rate low blood pressure muscle paralysis
2011 Diner nearly died rarr fish liver something only brave diners do
Thrill Danger
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull sbquoRoadKill Grilllsquo (annual events) rarr particulary gruesome
bull Opportunity to eat dishes (possum deer rabbit squirrel snake) freshly peeled from the road
45
bdquoDo you ever see a dead raccoon on the side
of the road and think bdquoMan that looks good
If yes then this festival is for youldquo
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak 46
fresh
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
drmihirnayak
instafood - How Social Media Is Changing The Way We Eat On Holiday
SeniorLecturerHochschule Fresenius
An avid traveller since the age of 10 he started Indias only Couples Hotel (wwwmitaroygoahotelcom) in 2008
As Senior Lecturer he conducts research on cutting edge topics that affect the hospitality and tourism industry
MarketingSpeaker
Author
HotelierIndialsquos only Couples Hotel
TravelJournalist
Consultant
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Ada K (2015) Das erste Instagram-Restaurant Teller fuumlr Gourmet-Foodporn Available at httpwwwgalileotvfooddas-erste-instagram-restaurant-teller-fuer-gourmet-foodporn (722018)
bull Barrie J (2017) Generation Sourdough millennials are obsessed with food because its all weve got Available at httpwwwtelegraphcoukfood-and-drinkfeaturesgeneration-sourdough-millennials-obsessed-food-got(822018)
bull Cavicchi A amp Ciampi Stankova K (2016) Food and gastronomy as elements of regional innovation strategies European Commission Joint Research Centre Institute for Prospective Technological Studies Seville Spain
bull Enteleca (nd) Tourists Attitudes Towards Regional and Local Foods Available at httpwwwtourisminsightsinfoONLINEPUBFARMING20AND20FOODFOOD20PDFStourist20attitutes20to20local20foodspdf(722018)
bull Everett S amp Aitchison C (2008) The role of food tourism in sustaining regional identity a case study of Cornwall South West Englandlsquo Journal of Sustainable Tourism 16(2) pp150-67
bull Fields K (2002) Demand for the gastronomy tourism product motivational factoslsquo In AM Hjalager and G Richards (eds) Tourism and Gastronomy London Routledge pp 36-50
bull Germann Molz J (2004) Tasting an Imagined Thailand Authenticity and Culinary Tourism in Thai Restaurants In LM Long (ed) Culinary Tourism Lexington University Press of Kentucky
bull Getz D Robinson RNacute Andersson TD amp Vujicic S (2014) Foodies and Food Tourism Oxford Goodfellows
bull Gyimoacutethy S amp Mykletun RJ (2009) Scary food commodifying culinary heritage as meal adventures in tourismlsquo Journal of Vacation Marketing 15 (3) 259-73
bull Hoffmann O amp Arlt H J (2015) Die naumlchste Oumlffentlichkeit Heidelberg Springer
bull Ignatov E and Smith S (2006) Segmenting Canadian culinary tourists Current Issues in Tourism 9(3) pp 235-255
bull Kapalschinski C amp Kolf F (2016) Ernaumlhrung und Soziale Medien Wie das Internet das Essen veraumlndert Available at httpswwwhandelsblattcomunternehmenhandel-konsumgueterernaehrung-und-soziale-medien-wie-das-internet-das-essen-veraendert12826920html (722018)
bull Kim YG Eves A amp Scarles C (2009a) Building a model of local food consumption on trips and holidays a grounded theory approach International Journal of Hospitality Management 28(3) pp 423-31
bull Kim YH Yuan J Goh BK amp Antun JM (2009b) Web marketing in food tourism a content analysis of web sites in West Texaslsquo sbquoJournal of Culinary Science amp Technology 7(1) pp 52-64
bull Kinard BR (2016) Insta-Grams The Effect of Consumer Weight on Reactions to Healthy Food Posts Cyberpsychology Behavior and Social Networking 19(8) pp 481-486
bull Lee I amp Arcodia C (2011) The Role of Regional Food Festivals for Destination Branding International Journal of Tourism Research 13(4) pp 355-367
bull Liu B Norman W C amp Pennington-Grey L (2013) A Flash of Culinary Tourism Understanding The Influences of Online Food Photography on Peoplelsquos Travel Planning Process on Flickr Tourism Culture amp Communication 13(1) pp 5-18
instafood - How Social Media Is Changing The Way We Eat On Holiday 48
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49
Mihir Nayak
bull Long LM (2004) Culinary Tourism Lexington KY University Press of Kentucky
bull Long LM (2005) The First culinary tourism symposium Toronto George Brown college
bull MacCannell D (1976) The Tourist A New Theory of Leisure Class New York Schocken Books
bull Mak AHN Lumbers M amp Eves A (2012) Globalisation and food consumption in tourism Annals of Tourism Research 39(1) pp 171-196
bull Martin N (2014) Food Fight Immigrant Street Vendors Gourmet Food Trucks and the Differential Valuation of Creative Producers in Chicago International Journal of Urban and Regional Research 38(5) pp1867-1883
bull McGuire S (2016) Social Media Is Driving Interest in Food Tourism Available at httpstechcosocia-media-food-tourism-2016-01 (722018)
bull Millionmetrics (2017) The Rise of Food Tourism How food tourism can boost the hospitality amp tourism industry Available at httpwwwmillionmetricscomfood-tourism (722018)
bull Misoch S (2004) Identitaumlten im Internet Selbstdarstellung auf privaten Homepages Konstanz UVK
bull Nabhan GP (2009) Cumin Camels and Caravans A Spice Odyssey Berkely CA University of California Press
bull Najovits S (2003) Egypt the Trunk of the Tree Vol II A Modern Survey of and Ancient Land New York Algora Publishing
bull Northern Ireland Tourist Board (2012) Northern Ireland Tourism Statistics 2012 Available at wwwdetinigovuknorthern_ireland_tourism_statistics_2012-3pdf (722018)
bull Okumus B amp Cetin G (2015) Using Local Food in Istanbullsquos Marketing as a Tourist Destination Paper presented at the 4th International Interdisciplinary Business Economics Advancement Conference Las Vegas Nevada USA
bull Okumus B Okumus F and McKercher B (2007) sbquoIncorporating local and international cuisines in the marketing of tourism destinations the cases of Hong Kong and Turkeylsquo Tourism Management 28(1) pp 253-61
bull Ontario Culinary Tourism Alliance amp Skift (2015) The Rise of Food Tourism Available httpswwwvisitmarinorgsiteassetsfiles3798octa-skift-the-rise-of-culinary-tourism-2pdf (722018)
bull Plummer R Telfer D Hashimoto A and Summers R (2005) sbquoBeer tourism in Canada along the Waterloo-Wellington ale traillsquo Tourism Management 26(3) pp 447-58
bull Richards G (2012) An overview of food and tourism trends and policies In OECD (ed) Food and the Tourism Experience The OECD-Korea Workshop OECD Studies on Tourism Paris OECD Publishing
bull Smith S (2007) Analysis of tourists attending a culinary event Motivations Thesis (PhD) Knoxville The University of Tennessee
bull Top Hashtags (2018) Top 100 HashTags on Instagram Available at httpstop-hashtagscominstagram (722018)
bull UNWTO (2012) Global Report on Food Tourism Madrid World Tourism Organization
bull Updhyay Y amp Shrama D (2014) Culinary preferences of foreign tourists in India Journal of Vacation Marketing 20(1) pp 29-39
bull Visit Scotland (2011) Scotland Visitor Survey 2011 and 2012 Available at wwwvisitscotlandorgpdfExternal20Visitor20Surveypdf (722018)
bull World Travel Market (2008) Fiona Jeffery Group Exhibition Director of World Travel Market Available at wwwwtmlondoncomWorld_TravelampTourism (722018)
instafood - How Social Media Is Changing The Way We Eat On Holiday 49