Food Tourism in New Zealand: Canterbury's Foodscapes

Abstract

New Zealand's "100% Pure" tourism campaign draws heavily on the country's natural resources. Indeed, it is predominantly images of the landscapes of the country that feature in the popular advertising campaign, including those that suggest a bucolic, rural idyll. Along with tourism, primary food production is a significant part of the New Zealand economy, and a significant part of any rural landscape. This research analyzes how rural landscapes and primary production could provide the foundations from which visitors could experience and "taste" the foodscapes of Canterbury. A content analysis of the foodscapes presented in food tourism marketing collateral of the region revealed a predominantly wine-related foodscape, with a lesser focus on the producers, foods, and cuisine of the rural landscape. This did not accurately or comprehensively reflect primary production in the region, and several significant omissions were noted. The results suggested that further research is required to fully understand the relationship between foodscapes and tourism before opportunities to develop and embed foodscapes as part of both the New Zealand and Canterbury regional tourist experiences can be identified.