ABSTRACT
As many of the case studies presented in this volume show, a large number of destinations use gastronomy as a tourism marketing tool, and many also use tourism to promote gastronomy. There are signs, however, that such marketing efforts are far less effective than they could be. Because of the separation of the fields of tourism and gastronomy, tourism marketers often do not understand the gastronomic product, and many gastronomers do not understand tourism. What is needed, we argue here, is more knowledge of the gastronomy tourism market. What determines the demand for gastronomy tourism? Are the motivations of individual tourists most important, or is it the total gastronomic experience provided by the destination?
