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Abstract This paper investigates the role of Michelin‐starred chefs as change‐makers and advocates of tourism activities in both rural and urban areas. We conducted a longitudinal ethnographic study in 35 French Michelin‐starred restaurants (1, 2, and 3 Michelin stars) in France from 2014 to 2018. Our results show that there are four significant forms of activities implemented by luxury restaurants to enhance destination attractiveness: (a) designing unique luxury gastronomic experience offerings, (b) promoting terroir products and rural food tourism, (c) gastronomization of rural destinations, and (d) augmenting the media capital of the destination.
Wided Batat (Fri,) studied this question.