THE IMPACT OF THE GASTRONOMIC OFFER IN CHOOSING TOURISM DESTINATION: THE CASE OF ALBANIA

Abstract

Food structures the tourist day. A large proportion of tourist day are
spent either consuming food and drinks, or deciding where and what to consume.
One of the essential tasks in developing and marketing gastronomic tourism,
therefore, is to find the ways to add value to the eating experience in order to
make it memorable. Gastronomic experiences for tourist are usually developed
from the prospective of unique aspects of gastronomy that can only be found in
that particular location. If gastronomy can be linked to specific countries or regions,
it becomes a powerful tourism marketing tool. Many tourism destinations around
the world have begun to realize this, and are using gastronomy to market
themselves.
This paper, therefore, is going to discuss a number of issues regarding
food tourism. The purpose of this research was to determine motivations which
influencing tourists’ local food consumption. The study involved a multi-method
approach undertaken through initiating interviews in 20 restaurants to build
inventory of local food of Vlora Region and to find out if local food to Vlora Region
take part in the menus of restaurants. Finally a survey applied to the tourists of the
area to determine motivations which influencing their local food consumption.
From the analysis five motivational factor were identified; Quality of taste,
authentic experience, rural development, health concern and knowledge.
Authentic experience was chosen as a primary motivational factor by visitors to
consume local food during their holiday.
Based on the findings of this research food has a great influence on
attracting tourists to a destination from the tourists' point of view.