ABSTRACT
This chapter considers the relationship between cuisine and culture through the ways in which food shapes our individual and collective identities. Particular consideration is given to how food, culture, cuisine and place work in synergy to create deeper and more meaningful experiences for tourists. The concept of terroir is explored as a means of understanding how food and place are inextricably intertwined. A case for how this relationship contributes to food and cuisine being one of the most important resources of a tourist destination is presented. Interspersed throughout the chapter is the story of rice in Thailand and how a single grain of rice came to represent gastronomy tourism in that nation.
