Abstract
Chapter 5 considers food television’s depiction of idyllic rural locales as drivers of media tourism. Focusing on the Australian television programme, Gourmet Farmer, a tree-change narrative set in rural Tasmania, Phillipov traces the differing experiences of media producers, celebrity chefs, food and beverage producers, and other industry figures involved in the Gourmet Farmer production and the promotion of Tasmania as a tourist destination. She argues that while involvement in a show like Gourmet Farmer is appealing to those in the food and tourism industries, because the needs and genre conventions of the television programme always remain paramount, those most satisfied with their involvement were those most able to offer potential media tourists opportunities to recreate elements of the show’s rural romance ‘outside’ the text.
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