Food Tourism Development Research Articles

Exploring factors affecting tourists’ purchase intention of Wuhan cuisine

Food has long been considered very important in tourism activities and it has a positive effect on tourist satisfaction. Then local cuisine has become an important attraction for tourist destinations and one of the focuses of destination marketing. This study is based on the theory of perceived value, perceived risk theory, and the theory of planned behavior, aiming to understand tourists’ intentions to purchase local cuisine and its influencing factors, choosing Wuhan, China as the study case, and conducting an empirical survey on tourists visiting Wuhan in 2023. Data analysis was conducted using confirmatory factor analysis and structural equation modeling to test the research hypotheses. The results show that the value of quality, price, emotion, cognition, culture and health can improve tourists’ satisfaction and enhance tourists’ purchase intention of Wuhan cuisine. However, social value and perceived risk have no significant effect on satisfaction and purchase intention, tourists’ satisfaction with Wuhan cuisine positively affects tourists’ attitude, and tourists’ satisfaction. Attitude, subjective norms and perceived behavioral control are also key factors to predict tourists’ purchase intention of Wuhan cuisine. The purchase intention model meets the fitting criteria: X²/Df = 1.533, RMSEA = 0.025, CFI = 0.977, IFI = 0.977. The results of this study provide a reference for the competent government departments and related enterprises to promote the development of food tourism in Wuhan.

Factors Influencing the Development of Food Tourism Destinations: Evidence from China

Purpose – This study investigates the critical success factors (CSFs) for Guilin as a food tourism destination, leveraging its rich natural, social, and cultural resources. Methodology/Design/Approach – Employing a comprehensive quantitative approach, this study seeks to uncover the CSFs for the success of a food tourism destination, with Guilin as the case study. The research design incorporates the Delphi method to ensure robust and consensus-driven data collection, laying a solid foundation for empirical analysis. In the quantitative phase, data was collected from a diverse group of stakeholders, including restaurant operators, government officials, service providers, tourists, and residents. The collected data was then analyzed using multiple linear regression (MLR), enabling the identification and hierarchical ordering of the CSFs for Guilin's food tourism sector. Findings – The research unveiled that destination marketing, visitor experience, destination image, stakeholder involvement, core food products, and government support are essential CSFs for the success of a food tourism destination. A conceptual framework specific to Guilin’s food tourism was also developed, offering insights into enhancing food tourism development strategies. Practical Implications – This research distinguishes itself by dissecting Guilin’s natural and social facets through the lens of food tourism, proposing a set of CSFs that influence the success of food tourism destinations. It provides a comprehensive compilation of definitions, driving factors, and challenges in the food tourism sector, aiming to enrich the understanding and perception of the food tourism industry.

Competency Development of Food Tourism in Thailand

Food tourism has become great potential in the tourism industry, especially in Thailand. When foreign tourists come to travel and witness the diverse gastronomic experience at local levels, however, in 2022, Thailand received 11.15 million foreign tourists, and only 19.45% came because of food attractions. Therefore, this study aims to develop competency in food tourism in Thailand. This quantitative research collected data from food tourism stakeholders in Thailand 400, including foreign visitors, local visitors, restaurant owners, culinary academic institutions, and tourism authorities. Data were analysed in descriptive and inferential statistics, and a structural equation model tested the hypothesis.
 The findings reveal that (1) Tourism policy must include food tourism in the tourism event and public relation scheme of tourism authorities, (2) Unique local cultural experiences must be embedded into food stories, and (3) Nutrition and herbal nutrition must be presented for health-conscious tourists. The observed variables had component weights between 0.241 and 0.79. They were significantly different from zero at the 0.01 level. Latent variables were between 0.058 - 1.153, and 2) the harmonization of the hypothetical model and the empirical data found that all criteria were within the acceptable range (Pass) structural equation model analysis (Chi-Square = 44.113, df = 35, p = 0.139, RMSEA = 0.026, GFI = 0.026, AGFI = 0.960).

Competency Development of Food Tourism in Thailand

Purpose: Food tourism has become great potential in the tourism industry, especially in Thailand. When foreign tourists come to travel and witness the diverse gastronomic experience at local levels, however, in 2022, Thailand received 11.15 million foreign tourists, and only 19.45% came because of food attractions. Therefore, this study aims to develop competency in food tourism in Thailand. Theoretical Framework: This study examines and reviews the concepts of competitive advantage and food tourism. Competitiveness in terms of human resource is the ability to sell his or her ability over other competitor’s employees. Competitive Advantage in human resource is developed either by himself or by company attitude and resource. Competitive Advantage can be developed by (1) Elevating productivity, (2) Purposeful collaboration, (3) Learning Agility, (4) Social binding, (5) well- being. Moreover, food tourism is defined as “visitation to primary and secondary food producers, food festivals, restaurants and specific locations for which food tasting and/or experiencing the attributes of specialist food production region are the primary motivating factor for travel”. Food tourism is also defined as cultural turn from those early management-focused studies to more wholesome and exploratory discussions of food and culture. Not only did the frequency or volume of the studies significantly increase, but so did the variety of research approaches and concepts be explored. Design/Methodology/Approach: This quantitative research collected data from food tourism stakeholders in Thailand 400, including foreign visitors, local visitors, restaurant owners, culinary academic institutions, and tourism authorities. Data were analyzed in descriptive and inferential statistics, and a structural equation model tested the hypothesis. Findings: The findings reveal that (1) Tourism policy must include food tourism in the tourism event and public relation scheme of tourism authorities, (2) Unique local cultural experiences must be embedded into food stories, and (3) Nutrition and herbal nutrition must be presented for health-conscious tourists. The observed variables had component weights between 0.241 and 0.79. They were significantly different from zero at the 0.01 level. Latent variables were between 0.058 - 1.153, and 2) the harmonization of the hypothetical model and the empirical data found that all criteria were within the acceptable range (Pass) structural equation model analysis (Chi-Square = 44.113, df = 35, p = 0.139, RMSEA = 0.026, GFI = 0.026, AGFI = 0.960). Research Practical and Social Implication: Food tourism has become great potential in the tourism industry, especially in Thailand. When foreign tourists come to travel and witness the diverse gastronomic experience at local levels. However, in 2022, Thailand received 11.15 million foreign tourists; only 19.45% came because of food attractions. Therefore, this study aims to develop competency in food tourism in Thailand. This quantitative research collected data from food tourism stakeholders in Thailand 400, including foreign visitors, local visitors, restaurant owners, culinary academic institutions, and tourism authorities. Data were analyzed in descriptive and inferential statistics; a structural equation model tested the hypotheses. Originality/Value: The findings reveal that (1) Tourism policy must include food tourism in the tourism event and public relation scheme of tourism authorities, (2) Unique local cultural experiences must be embedded into food stories, and (3) Nutrition and herbal nutrition must be presented for health-conscious tourists.

The influence of gastronomic identity factors on food tourism development in the Republic of Serbia and Bosnia and Herzegovina.

The gastronomic identity of an area is the key factor in tourism development, attracting numerous tourists and generating significant income. Numerous economic actors participate in its use and proper placement, and their perception of the gastronomic potential significantly affects its distribution and use in tourism. The main aim of this study is to investigate the factors of gastronomic identity that influence the development of tourism, observed at two tourist destinations in Southeast Europe [the Republic of Serbia (RS) the city of Novi Sad with Fruška Gora Mountain, n = 305 and Bosnia and Herzegovina (BIH) the city of Sarajevo with Jahorina Mountain, n = 301]. In order to define the factors that are relevant to food tourism development, a custom-made GastroIdentity scale was created. A survey was conducted among employees in the hospitality and tourism industry as well as employees in educational institutions in the field of hospitality and tourism. The research results show that employees from the RS area acknowledge the importance of organizing gastronomic events where local products are presented and that they understand that dishes and beverages with unique and recognizable tastes can characterize their area. Employees from the BIH area pointed out that the nutritional quality of their local agricultural and gastronomic products represents an advantage when compared to mass-produced ones and that the local gastronomic culture and tradition are authentic representatives of the culture of the region. The GastroIdentity scale proved to be dependable, highlighting gastronomic culture and tradition as extremely crucial factors in tourism, using the input provided by the employees from the investigated areas. Noteworthy results were also recorded regarding the need for incentives for food tourism development in the investigated regions.

Stakeholders’ Collaboration in the Development of an Authentic Gastronomic Offering in Rural Areas: Example of the Ravni Kotari Region in Croatia

The development of food tourism, with an emphasis on authentic gastronomy, is important to ensure the long-term sustainability of tourism, especially in rural areas. Success in developing this type of tourism is largely dependent on strong stakeholder commitment. This study aims to understand the dynamics of the mechanisms of collaboration between different categories of stakeholders in the local development of authentic gastronomy for the purpose of tourism development, using a single rural region as an example. The case study method was selected to obtain a better understanding of the complexity of relationships among rural tourism stakeholders and the Ravni Kotari region in Croatia, as a rural area in the hinterland, with significant gastronomy tourism potential. Content analysis of available secondary sources was conducted to reveal cooperation patterns among different categories of stakeholders that are relevant for authentic gastronomy, together with onsite semi-structured interviews of representatives of different stakeholder categories. The research findings revealed a significant level of cooperation among public sector stakeholders, especially in terms of cooperating on projects that promote local gastronomy. However, the lack of horizontal cooperation among stakeholders from the private sector is also noted as a big challenge. This research provides valuable insights into the roles’ relationships and the collaboration mechanisms among key local stakeholders in the provison authentic gastronomy tourism.

Development of Food Tourism: The Role of Food as a Cultural Heritage of Malwan (Maharashtra)

Development of Food Tourism: The Role of Food as a Cultural Heritage of Malwan (Maharashtra)

The role of rural women entrepreneurship in the development of food tourism (case study: servlet village located in guilan province)

Aim: In recent years, the tourism industry has focused on major shopping malls, resorts, hotels and places to visit, but in recent years, food tourism has become one of the main pillars of the industry. In the meantime, creative, innovative and innovative women as entrepreneurs have been the source of great changes in the fields of industry, production and services in rural areas. Therefore, the purpose of this study is to investigate the role of rural women entrepreneurship in the development of food tourism (case study, Serulat village located in Guilan province). Method: The present research is descriptive-analytical in nature and method and is applied in terms of purpose and strategic development. The statistical population of the study consists of 30 women entrepreneurs in Serulat village of Guilan province. This village has a population of 509 people. 261 men and 248 women live in this village. The required sample size was calculated using Cochran's formula at 95% confidence level and 1% error for this village of 93 people. In this research, the library method has been used to collect information related to the subject for the theoretical foundations of the research and also the field method has been used to conduct a questionnaire and conduct interviews with village officials and experts. Data analysis was performed by trait independence test using chi-square distribution. Resutls: The results showed that there is a significant relationship between the individual characteristics of rural women entrepreneurs and the development of food tourism. Conclusion: Considering that it is difficult for women entrepreneurs to create and maintain a business; Therefore, politicians should help by creating a favorable environment to promote women's entrepreneurship.

SUSTAINABLE FOOD AS AN ENVIRONMENTAL MARKER IN THE FOOD TOURISM INDUSTRY

Participation in food tourism promotes more responsible and sustainable tourism, benefiting both travelers and locals. In general, it is an experience in which food is used as a form of expression and connection with local culture, biodiversity, and the desire to understand local nature and ethnicity. On the basis of these acquired skills, a love for nature is formed, which is expressed through ecological thinking and lifestyle. In the context of a global, technologically rapidly changing world, gastronomy tourism is a way to contribute to local farming and food production practices for sustainable development, food security, social stability and community well-being. Tourists are active participants in the preservation of the environment, local culture and historical traditions, creating, together with local producers, opportunities for communication, outdoor activities and the exchange of regional food in various ethnic and cultural spaces. The problem with the tourism industry as a whole is that instead of moving forward towards sustainability, the industry only responds to emerging environmental problems. Thus, the game of reaction is always doomed to be untimely in matters of global solution of environmental problems. The article explores a more holistic view of both the problems of gastronomic tourism and the possibility of applying environmental solutions in gastronomic tourism to advance towards the goals of sustainable development. A proposal for the use of ecological approaches in gastronomic tourism based on sustainable nutrition is discussed to indicate real actions in achieving the greening of the tourism industry. The authors reveal the factors of the positive influence of gastronomic tourism using socio-ecological and economic approaches. Attention is focused on an integrated approach to identifying environmental problems in the field of gastronomic tourism and proposals for their solution. It is proposed to strive for sustainable nutrition in tourism and use the concept of such nutrition as a marker of the environmental friendliness of gastronomic tourism and the entire field of tourism business. However, it should be noted that further research in the field of gastronomic tourism should focus on the development of new culinary activities, culinary medicine, establishing more active stakeholder participation in the development of food tourism and the role of social networks in promoting these activities. It is argued that sustainable nutrition leads to the greening of gastronomic tourism and can be considered as an ecological marker of the results of tourism economic activities towards the achievement of sustainable development goals. Realizing the potential of gastronomy tourism requires learning to understand and predict demand, create and maintain relationships with all local stakeholders, and develop appropriate products and marketing strategies. Support is also needed for the formation of qualified employees.

Food tourism development in wine regions: perspectives from the supply side

ABSTRACT While food tourism research has increased over the decades, calls for enhancing academic discourse remain, including more critically-focused investigations on conceptual and practical aspects of this leisure activity. In adopting the realms of the knowledge-based view and dynamic capabilities, the present study critically examines the development of food tourism experiences from the perspective of providers from four different wine regions. On-site, face-to-face interviews with 22 winery owners-managers of wineries offering wine tourism experiences in Argentina and Chile were undertaken. Three identified dimensions, notably, enhancing availability, guidance, and foundation setting, highlight key opportunities for wineries to positively contribute to food tourism through wine tourism experiences. In contrast, four factors associated with challenges in developing food tourism emerge, namely the necessity for involvement, enhancing food repertoires, generating excitement, and creating a niche. Extending from these findings, a theoretical framework is developed, and various practical and theoretical implications are discussed.

Tasty but Nasty? The Moderating Effect of Message Appeals on Food Neophilia/Neophobia as a Personality Trait: A Case Study of Pig Blood Cake and Meatballs.

Given the development of food tourism, food culture has become an important motivation for tourists. This study focuses on food tourism and examines the effects of message appeal and personality traits (food neophilia or neophobia) on tourists’ willingness to consume pig blood cake (PBC) and meatballs, two rice-based Taiwanese street foods. A total of 181 valid questionnaires were administered to foreign tourists in Taiwan (the majority of subjects were Europeans and Americans) through snowball sampling. The questionnaires were analysed using the AMOS 6.0 statistical software package. Foreign tourists’ food neophobia or neophilia was found to significantly affect their willingness to consume rice-based Taiwanese street food (PBC and meatballs) and to strongly regulate the effect of message appeal on their willingness to consume the two delicacies. Past studies on food neophobia/neophilia traits have mostly focused on Western and European foods and have rarely investigated the effect of message appeal on the consumption of traditional rice-based street food in Eastern Asia (e.g., Taiwanese special delicacies). This study’s most important contribution is that food neophilia or neophobia moderates the message appeal effect on foreign tourists’ intention to consume local delicacies. This finding has implications for the hospitality industry and relevant government agencies in Asia for the marketing and promotion of food tourism.

Research on Integration and Innovation of Anhui Food Eco-tourism Industry under the Concept of Green Development

Anhui’s food resources are rich and colorful, and the conditions for the development of food tourism are unique. The article introduces Anhui’s unique “special dishes”, “famous teas”, “flavor specialties” and “morning tea culture” and other gastronomic cultural resources, analyzes the current status and problems of the development of Anhui’s food tourism, and proposes the development of different guidelines for Anhui food tourism projects. Finally, giving advice on the development of Anhui food tourism from “cultivating leading food enterprises, establishing a sense of gourmet brand”, “creating a batch of local food tourism products”, “Establishing quality standards of Anhui’s local brands, famous delicacies, and special flavor products”, “Designing tourism routes with the help of Anhui celebrity culture and time-honored brands” and other six aspects.

Tourists’ private social dining experiences

While private social dining has emerged as a new activity in the sharing economy, associated research is limited. This study aims to conceptualize tourists’ private social dining experiences by incorporating the concept of the experience economy with the sharing economy. Thematic analysis of 29 interviews unveiled a hierarchical framework, beginning with a personalized experience and leading to sensory experience before ending with emotional experience in private social dining settings. Seven identified emotional experiential domains were then situated within a four-quadrant framework to address how private social dining can enrich the four original experiential domains of the experience economy (i.e. entertainment, education, esthetic, and escapism) to trigger tourists’ emotional pleasure. These results lay a theoretical foundation for future studies and provide practical implications for the development of food tourism.

Critical success factors for food tourism destinations: A socio‐cultural perspective

AbstractEating the food of other cultures is fraught with many problems underpinned by many factors chief among them being sociocultural background. The study, therefore, through a socio‐cultural perspective, examines the factors necessary for food tourism development and promotion from tourists' perspectives. Using the tenets of grounded theory, 40 international tourists were interviewed at Cape Coast, Ghana. It was found that sensory characteristics and mediated by factors such as cultural/worldviews influence local food consumption. The findings support the position that the socio‐cultural background of tourists affects their evaluation of a destination's food, hence consumption. Implications of the study are also drawn.

DEVELOPMENT OF FOOD TOURISM PERSPECTIVES IN UKRAINE

Topicality. The development of domestic tourism is relevant today around the world, and Ukraine is no exception. One of the domestic tourism types for the country can be food tourism, which is still unequally developed within tourist destinations. Aim and tasks � to assess the condition of food tourism development in Ukraine and to outline the prospects for its further development on the basis of the European experience. Research results. A promising area of tourist services market development is food tourism - a specialized type of tourism, focused on learning about the history, technology and culture of national dishes and products consumption, as well as training and professional development in cooking. Trends in the modern tourism market show a growing interest among consumers in these types of travel. According to the UNWTO (World Tourism Organization), most tourists mark the food aspect as the main reason for visiting a country, and argue that the gastronomic features of the country are one of the three main reasons in determining the place of tourist travel. Wine tours in Zakarpattia, Odessa, Kherson and Mykolayiv regions are gaining the most popularity in Ukraine among the actively demanded directions of tourist and gastronomic activity. Deep cultural traditions, in particular in food, for which Ukraine is famous, create preconditions for the formation of numerous interesting gastronomic tours for both domestic and foreign tourists. Conclusion. Current trends in the development of food tourism in Ukraine indicate its significant potential and opportunities for professional development, because now this area of tourism is engaged in a limited number of tourism companies; Most trips are organized to Lviv, Zakarpattia and Poltava regions, where there are strong national traditions, the formation of their own gastronomic brands and geographical indications, a strong authentic culture and specific culinary preferences. The combinatorial capabilities of gastronomic tourism, which are actively used in European practice, open its perspectives in the domestic tourism sector, in particular, increasing employment of local people and strengthening the competitiveness of agro-industrial, recreational and agricultural regions and multinational areas of our country.

Potencijali za razvoj turizma hrane u AP Vojvodini u Republici Srbiji

The aim of the paper work is to present the concept of food tourism with a special emphasis on potentials for its development in the area of AP Vojvodina in the Republic of Serbia. Special attention is given to presentation of local resources (natural, social, etc.) that are suitable for development food tourism. Also, the paper work points out the importance of tourism events that contribute to the popularization of local culinary specialties, i.e. manifestations that take place in honor of food in rural areas, which can and /or already represent the basis for development food tourism. Authors give emphasis in research for possibilities for complementary development different types of tourism based on food which is characteristic for the area of AP Vojvodina and special attention are given on rural tourism development. On that way article showes some guidelines for future development of food tourism in target area. If tourism would be linking with agricultural production, ie. food that is characteristic for the region of AP Vojvodina, a new quality of image of tourist destination would be obtained. Through linking tourism, agriculture, events, food trade, can be start up development of rural areas of AP Vojvodina and it can be one of the possible ways how to slove numerous problems that burdning rural areas of this region nowadays.

中国乡村食品旅游发展的资源与困难——以天柱山万涧村为例

中国乡村食品旅游发展的资源与困难——以天柱山万涧村为例

Marketing local food and cuisine culture online: a case study of DMO’s websites in Egypt

Purpose Given the increased importance of food in tourists’ travel experience, the purpose of this paper is to explore the current and future potential of local food and foodways in marketing Egyptian destinations online. Design/methodology/approach The content of 20 Egyptian destination marketing organization (DMO) websites was subject to a content analysis. A checklist was developed based on literature analysis. The frequencies of information related to food culture and cuisine marketing were tallied, followed by a qualitative assessment of contents from the various websites. The results were further discussed with DMO representatives to provide contextualized insights as to the future potential of utilizing local food and food tourism initiatives as a component of DMOs website marketing in Egypt. Findings The study noted some initial efforts for Egyptian DMO websites to market food culture and gastronomic practices; however, the results suggest that the usage of food culture on Egyptian DMOs websites is still in its infancy. The study also highlights the challenges that need to be tackled as well as the resources required for food tourism development. Practical implications This study illustrates the need and potential capacity of Egyptian DMO websites to market food culture and local cuisines (including traditional foods and table manners). These results are expected to help Egyptian DMOs to strategically embrace local cuisine and food culture as a vehicle for destination marketing. Originality/value This case study provides insights for African and other developing economies in their destination marketing. The proposed framework and guidelines are intended to potentially serve as a framework for destination marketers and entrepreneurs to optimize the tourism potential of food culture.

Exploring the food tourism landscape and sustainable economic development goals in Dhofar Governorate, Oman

PurposeThis exploratory research opens a new avenue of tourism destination enquiry for Dhofar Governorate, Oman. It examines the relationship between the food tourism landscape in the country’s southernmost region and the Government’s stated economic development goals. Tourism is a new industry here and in need of sustainable development. The purpose of this paper is to identify how the natural and human resources of the region may be harnessed to expand food tourism pathways and achieve sustainable economic development e.g. maximising stakeholder benefits.Design/methodology/approachThe literature review highlights many new developments in food tourism for this baseline study. Qualitative and quantitative (i.e. mixed) methods are used including a case study, a pilot survey of key Government stakeholders in Oman’s Ministry of Tourism, food factory tours and interviews with their executives in Dhofar, direct and participant observation at food establishments and events, visits to popular roadside and market food stalls in Salalah and tourism trend analysis.FindingsSome recent trends in food tourism elsewhere may be adapted in Salalah and spark interest in the food culture and heritage of Dhofar. This, in turn, may bring multiple benefits to the destination’s stakeholders. The governorate’s environment yields a rich variety of agricultural and other food products that may be used to provide new forms of food tourism and increase the region’s appeal to tourists beyond the Khareef season. Further possible benefits include safeguarding local food knowledge, production, culture and heritage, developing SMEs, creating new jobs and increasing visitor stay and spend.Research limitations/implicationsThe study is conducted solely in English, whereas Arabic is the mother tongue in Oman. Dhofar is the country’s largest governorate occupying a vast area, not all of which is covered by the study. More data are needed to inform tourism development, policymaking and planning in Dhofar.Practical implicationsImproving tourism’s sustainability profile, creating successful food tourism products and services and achieving Dhofar’s economic development goals require concerted effort. All are in the best interest of the tourism stakeholders concerned.Social implicationsThis paper provides a foundation for future research on this topic. It highlights the importance of placing food tourism development on a sustainable footing to protect and preserve Dhofar’s unique food culture, heritage, traditions and environment, extend the main tourism season and maximise benefits to stakeholders.Originality/valueRecent trends in food tourism are investigated to gauge their applicability in this dynamic region of Oman. Ideas are presented demonstrating possible food tourism pathways to sustainable economic development that benefit a wide range of stakeholders e.g. food tours, food factory tours and shops, food festivals and cookery-school holidays and/or classes.

Food tourism and events as tools for social sustainability?

PurposeFood tourism and events are often prefaced as tools for sustainability within national and intra-national food and agricultural policy contexts. Yet, the realities of enhancing sustainability through food tourism and events are problematic. Sustainability itself is often conceived broadly within policy proclaiming the benefits of food tourism and events, with a need for further deconstruction of the ways each dimension of sustainability – economic, environmental, social and cultural – independently enhances sustainability. The lack of clarity concerning the conceptual utilisation of sustainability works to compromise its value and utilisation for the development of food tourism and events in peripheral areas. In recognition, this paper aims to turn attention to social sustainability within the context of a local food festival, to ask the following: in what ways is social sustainability enhanced through a local food festival, who benefits from this sustainability, and how?Design/methodology/approachThe paper examines the development of a local food festival in a rural coastal community on Scotland’s west coast. The concept of social capital is used to examine the unfolding power relations between committee members, as well as the committee and other social groups. Observant participation undertaken over a 10-month period, between December 2015 and September 2016, renders insights into the ways event planning processes were dependent on the pre-existing accruement of social capital by certain individuals and groups.FindingsLocal food festivals have the potential to enhance social sustainability, in offering opportunity to bridge relations across certain diverse groups and foster an environment conducive to cohabitation. Bridging, however, is dependent on preconceived social capital and power relations, which somewhat inhibits social integration for all members of a community. The temporally confined characteristics of events generates difficulties in overcoming the uneven enhancement of social sustainability. Care, thus, needs to be upheld in resolutely claiming enhancement of social sustainability through local food events. Further, broad conceptualisations of “community” need to be challenged during event planning processes; for it is difficult to develop a socially inclusive approach that ensures integration for diverse segments without recognising what constitutes a specific “community”.Originality/valueThis paper is situated within the context of a peripheral yet growing body of literature exploring the potential of events to develop social sustainability. In extending work examining events and social sustainaility the paper turns attention to the gastronomic – examining the extent to which social sustainability is enhanced through a local food festival, for a rural coastal community – Mallaig, on Scotland’s west coast.