Food tourism subsegments: A data‐driven analysis

The demand side food tourism literature is underdeveloped with gaps in knowledge regarding the particular characteristics of the “foodies” market. Shortcomings in previous approaches have inhibited determining whether the food tourism market is behaviourally homogeneous or whether it is more nuanced. The omnivore–univore theory frames this data‐driven analysis segmentation study. The 4 food‐related travel preference segments that emerge are interpreted as distinct. Our analysis focuses on 2 particular segments. This has practical implications, especially for food tourism stakeholders in marketing but also has implications for tourism researchers more broadly, to reconsider the previously assumed homogeneity of other travel markets.