Food tourism: opportunities for SMEs through diaspora marketing?

Bowen, Robert

doi:10.1108/bfj-04-2021-0410

Journal article 807 views 546 downloads

Food tourism: opportunities for SMEs through diaspora marketing?

Robert Bowen

British Food Journal, Volume: 124, Issue: 2, Pages: 514 - 529

Swansea University Author: Robert Bowen

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DOI (Published version): 10.1108/bfj-04-2021-0410

Abstract

Purpose: The aim of this paper is to investigate the impact of the diaspora effect on food tourism. Focussing on the nexus of diaspora marketing, entrepreneurship and food tourism, this paper seeks to explore opportunities for food and drink SMEs to engage in food tourism activities through diaspora...

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Published in:	British Food Journal
ISSN:	0007-070X
Published:	Emerald 2022
Online Access:	Check full text
URI:	https://cronfa.swan.ac.uk/Record/cronfa58858

first_indexed	2021-11-30T22:39:36Z
last_indexed	2022-06-25T03:15:02Z
id	cronfa58858
recordtype	SURis
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spelling	2022-06-24T09:41:21.0873951 v2 58858 2021-11-30 Food tourism: opportunities for SMEs through diaspora marketing? 6bb9d2aaad27adeef4e3c5f5e0572344 Robert Bowen Robert Bowen true false 2021-11-30 CBAE Purpose: The aim of this paper is to investigate the impact of the diaspora effect on food tourism. Focussing on the nexus of diaspora marketing, entrepreneurship and food tourism, this paper seeks to explore opportunities for food and drink SMEs to engage in food tourism activities through diaspora marketing.Design/methodology/approach: As an investigation of an under-researched concept, this research uses mixed methods to develop a deeper understanding of diaspora effects on food tourism. This includes an online survey of 169 food producers, with 37 follow-up interviews. Research was conducted with food producing SMEs in Wales and Brittany, two culturally and geographically similar places, where both the food and drink and tourism industries are significant parts of the local economy.Findings: Two avenues for diaspora tourism are apparent, either through engaging with diaspora networks, such as expatriate networks located outside the country of origin, or through the reverse diaspora effect, of visitors experiencing products and then seeking to purchase them once returned to their countries. Both approaches depend on the ability for the food producer to sell their products to international buyers, as well as ensuring that international buyers had sufficient awareness of the products, which also links to a positive reputation for food.Originality: The paper aims to take a novel approach to the impact of diasporas on food tourism by considering the entrepreneurial activity of businesses in developing opportunities for food tourism through diaspora marketing. Distinctions are made from existing research by studying diaspora tourism from the business perspective. Journal Article British Food Journal 124 2 514 529 Emerald 0007-070X Diaspora tourism; Food tourism; Diaspora entrepreneurship; Internationalisation; Ragional food 14 1 2022 2022-01-14 10.1108/bfj-04-2021-0410 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2022-06-24T09:41:21.0873951 2021-11-30T22:34:15.7947554 Faculty of Humanities and Social Sciences School of Management - Business Management Robert Bowen 1 58858__21761__9b56637a056c4978bf90c2022a8e394b.pdf 58858.pdf 2021-12-01T15:33:42.9444694 Output 266517 application/pdf Accepted Manuscript true Released under the terms of a Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0) true eng https://creativecommons.org/licenses/by-nc/4.0/
title	Food tourism: opportunities for SMEs through diaspora marketing?
spellingShingle	Food tourism: opportunities for SMEs through diaspora marketing? Robert Bowen
title_short	Food tourism: opportunities for SMEs through diaspora marketing?
title_full	Food tourism: opportunities for SMEs through diaspora marketing?
title_fullStr	Food tourism: opportunities for SMEs through diaspora marketing?
title_full_unstemmed	Food tourism: opportunities for SMEs through diaspora marketing?
title_sort	Food tourism: opportunities for SMEs through diaspora marketing?
author_id_str_mv	6bb9d2aaad27adeef4e3c5f5e0572344
author_id_fullname_str_mv	6bb9d2aaad27adeef4e3c5f5e0572344_***_Robert Bowen
author	Robert Bowen
author2	Robert Bowen
format	Journal article
container_title	British Food Journal
container_volume	124
container_issue	2
container_start_page	514
publishDate	2022
institution	Swansea University
issn	0007-070X
doi_str_mv	10.1108/bfj-04-2021-0410
publisher	Emerald
college_str	Faculty of Humanities and Social Sciences
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hierarchy_top_title	Faculty of Humanities and Social Sciences
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hierarchy_parent_title	Faculty of Humanities and Social Sciences
department_str	School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description	Purpose: The aim of this paper is to investigate the impact of the diaspora effect on food tourism. Focussing on the nexus of diaspora marketing, entrepreneurship and food tourism, this paper seeks to explore opportunities for food and drink SMEs to engage in food tourism activities through diaspora marketing.Design/methodology/approach: As an investigation of an under-researched concept, this research uses mixed methods to develop a deeper understanding of diaspora effects on food tourism. This includes an online survey of 169 food producers, with 37 follow-up interviews. Research was conducted with food producing SMEs in Wales and Brittany, two culturally and geographically similar places, where both the food and drink and tourism industries are significant parts of the local economy.Findings: Two avenues for diaspora tourism are apparent, either through engaging with diaspora networks, such as expatriate networks located outside the country of origin, or through the reverse diaspora effect, of visitors experiencing products and then seeking to purchase them once returned to their countries. Both approaches depend on the ability for the food producer to sell their products to international buyers, as well as ensuring that international buyers had sufficient awareness of the products, which also links to a positive reputation for food.Originality: The paper aims to take a novel approach to the impact of diasporas on food tourism by considering the entrepreneurial activity of businesses in developing opportunities for food tourism through diaspora marketing. Distinctions are made from existing research by studying diaspora tourism from the business perspective.
published_date	2022-01-14T20:20:21Z
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Food tourism: opportunities for SMEs through diaspora marketing?

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