ABSTRACT
Eating is one of people's fundamental behaviors in order to maintain their bodily functions properly, and to survive. In this chapter, the author explores and analyzes the food experience extensively. Historically, the first remarkable change in food occurred with the discovery of fire. Food experience has always been an essential part of the tourist experience, as wherever they travel, people need to eat, and their expectations change according to the itinerary they planned. The tourism industry creates value in an essential service such as food by "making experiences memorable". The concept of co-creation is defined as "the joint creation of value by the company and the customer; allowing the customer to co-construct the service experience to suit their context". Postmodernism came along with a major transformation in consumer behaviour. Customers' memories, meaning their recollections about their past experiences are highly important for creating value in food experience.
