Abstract
AbstractThis paper investigates the role of Michelin‐starred chefs as change‐makers and advocates of tourism activities in both rural and urban areas. We conducted a longitudinal ethnographic study in 35 French Michelin‐starred restaurants (1, 2, and 3 Michelin stars) in France from 2014 to 2018. Our results show that there are four significant forms of activities implemented by luxury restaurants to enhance destination attractiveness: (a) designing unique luxury gastronomic experience offerings, (b) promoting terroir products and rural food tourism, (c) gastronomization of rural destinations, and (d) augmenting the media capital of the destination.
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