Editorial: Taste of City, transnational food and place marketing

Abstract

In this special issue of Transnational Marketing Journal, we brought together a selection of articles drawn from presentations at the Taste of City Conference 2016: Food and Place Marketing which was held at the University of Belgrade, Serbia on 1st September 2016. We have supported the event along with Transnational Press London. We thank to Goran Petkovic, the Faculty of Economics at the University of Belgrade, and Goran’s volunteer students team who helped with the conference organisation. Mobilities are often addressed within social sciences varying across a wide range of disciplines including geography, migration studies, cultural studies, tourism, sociology and anthropology. Food mobilities capture eating, tasting, producing and consuming practices as well as traveling and transferring. Food and tastes are carried around the world, along the routes of mobility through out the history. As people take their own culture to the places, they take their food too. Food meets and mingles with other cultures on the way. Fusion food is born when food transcends the borders and mix with different ingredients from different culinary traditions. Although certain places are associated and branded with food, it is a challenging job to understand the role of food and taste in forming and reformulating the identity of places.