Cooking for fun: The sources of fun in cooking learning tourism

Cooking learning tourism (CLT), an innovative type of culinary tourism, is a growing and highly marketable phenomenon among tourists. However, few studies have explored the subject or the sources of fun it delivers to tourists. Therefore, both qualitative and quantitative approaches were used in this study to explore the sources of fun in CLT. This study deconstructs the sources of fun into five factors: market tour experiences, positive interpersonal interactions, exotic food experiences and a sense of accomplishment, unique cooking learning experiences, and a fun learning atmosphere. The findings improve current knowledge of cooking learning at tourist destinations and provide implications and suggestions for how to market such destinations. •Identifies the sources of fun in cooking learning tourism (CLT) at a destination.•Examines five factors influencing sources of fun in CLT.•Improves current knowledge of CLT.