Gastronomic Tourism and Festivals: Views from Potential Tourists in Greece and South Korea

Tourism is multifaceted and primarily encompasses cultural activities, aiming mainly to ensure visitors’ relaxation and rejuvenation. Therefore, activities that involve exploring the culinary richness of a destination, which provide elements of the local culture and history, are important. The purpose of this study is to outline the profile of potential gastronomic tourists in order to identify the motivating factors for tasting local cuisine. Additionally, gastronomic festivals are raising the question of whether they serve as a means to attract potential tourists and what conditions they must meet in order to become an attractive activity. A survey was carried out targeting two nationalities with a deep gastronomic culture: Greeks and Koreans. The findings indicate that despite their common perspectives on food selection motives and that the existence of a gastronomic festival at the travel destination interests both nationalities, they differ in terms of choosing a gastronomic festival as the primary factor in visiting a destination. Overall, it is deemed useful to implement and promote gastronomic festivals with a focus on the particular needs of the respective potential tourists.