What is the significance of food for travel?

As one of the six elements of tourism, "food" plays an indispensable role in tourism. As a special attraction, food can not only enrich tourism products, show local culture and history, but also have experience. It is an important branch of special interest tourism. In the context of intensified competition in the tourism market, destinations urgently need to tap the potential of market segments and avoid homogenization of tourism.

A survey from Ctrip.com and Binke.com shows that 75% of China people will decide their tourist destination according to their food. To some extent, food is becoming a key factor affecting the decision-making of tourism behavior.

Looking at the development track of world-famous tourist destinations, a path to enhance brand image through food is clearly visible.

First of all, use festival marketing to create tourist attractions. With the help of large-scale news, advertisements and other diversified publicity before the gourmet activities, the spotlight effect during the activities and the aftermath after the activities, the popularity of tourist destinations will be improved, target customers will be attracted at low cost and with high accuracy, and the brand image of gourmet tourist destinations will be shaped; Secondly, establish online celebrity destinations with digital content.

At present, live broadcast, Vlog and short video are in the ascendant. Digital content with both content portal and social gene has opened up a new mode of destination marketing of food tourism, which has solved the constraint that simple content marketing cannot directly contribute to immediate decision-making. Live marketing, which is widely favored by young users, uses the celebrity effect to show the audience the unique flavor, historical context, local customs and customs of food tourism destinations through live webcasts, flexibly interact with the audience, collect feedback from the audience in time and give answers, and enhance the sense of reality while breaking the time and space restrictions. In addition, the use of film and television communication to empower consumption upgrades.

Many destinations around the world make use of the food production fragments in the environment, places, festivals or film and television works to package the food experience as an essential element of this trip.

Empowering the construction of tourist destinations through food is a favorite way for tourists and local residents, which not only enhances tourists' understanding of the destination in the two-way interaction between culture and food, but also provides a space for tourists and local residents to blend cultures. Therefore, in the post-epidemic era, gourmet tourism has pointed out the high-quality development direction for China's huge tourist destination.

Build a multi-level gourmet ecology to meet different levels of consumer demand.

In destination management, we should pay attention to the layout of local food formats, and pay attention to the quality improvement and efficiency improvement of high-frequency food leisure scenes while creating high-end ritual food situational tourism. In addition, efforts should be made in diversified development. In addition to taking food as the core attraction of the region, we should also actively cultivate "internal strength". In the construction of blocks, complexes, scenic spots and villages, we should comprehensively consider the self-contained product formats such as natural sightseeing, cultural display, leisure shopping, intangible experience, sports vacation and farming experience, so as to promote the spiritual connection and emotional integration between tourists and food destinations to a higher level.

Combine multiple marketing subjects to create a vivid food tourism brand. We should actively sort out the relationship among stakeholders in gourmet tourism destinations, pay attention to the demands of stakeholders such as folk chefs, gourmets, time-honored brands, non-genetic inheritors and street food stores, give play to the role of industry associations, and plan projects according to local conditions.

On the other hand, we should attach great importance to the communication power of the media, integrate mass media platforms and self-media communication channels, cooperate with food review websites and short video websites in depth, and actively gain positive reputation in the process of actively configuring marketing channels.

Consolidate the foundation of gourmet tourism and lengthen the second curve of social and economic development. Food tourism destinations should make great efforts to ensure the "quality" of food and consolidate the quality and reputation of products.

On this basis, the concept of destination management is iterative. We should avoid the thinking limitation of developing food marketing in isolation and constantly lengthen the second curve of social and economic development. Learn from the experience of "business in scenery" in Karuizawa, Japan and "exploring Shunde" in Guangdong, and take exquisite food as the main kinetic energy of innovation, and constantly tap the new engine of industry to lay the foundation for the sustainable development of local economy and society.