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A destination’s gastronomy as a means for holiday well-being

Peter Björk (Department of Marketing, CERS – Centre for Relationship Marketing and Service Management, Hanken School of Economics, Vaasa, Finland)
Hannele Kauppinen-Räisänen (Department of Marketing, Faculty of Business Studies, University of Vaasa, Vaasa, Finland)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 July 2017




To provide insights into holiday well-being, the purpose of this paper is to examine two inevitable traveller activities related to destinations’ gastronomy: pre-trip food information sourcing and the daily meals consumed.


A survey was carried out among 243 Finnish travellers. The findings are based on univariate analysis (t-test, ANOVA and regression analysis).


Pre-trip behaviour to ensure holiday well-being is based on travellers’ interests in food, an emotional desire for a sense of safety and a functional desire for convenience, while they collect information from the internet and guidebooks about recommended food places and local food as well as food safety and price level. Travellers’ place the highest importance on dinner for their holiday well-being, especially foodies – those travellers with a keen interest in food. Breakfast is the second most important meal contributing to holiday well-being.

Practical implications

These findings inform destination marketing organisations about what food dimensions they should emphasise in destination gastronomy-related marketing communication for tour operators and hotel and local restaurants about the essence of dinner and breakfast for holiday well-being.


The study provides insights into the role of destinations’ gastronomy in holiday well-being, which deserves to be studied in the current era of experiences and food interest.



Björk, P. and Kauppinen-Räisänen, H. (2017), "A destination’s gastronomy as a means for holiday well-being", British Food Journal, Vol. 119 No. 7, pp. 1578-1591.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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