Profiling potential food tourists: an Australian study

Purpose – This paper aims to share the findings of a study of self-declared “foodies”. In particular this paper provides a demographic and socio-economic profile of the sample and their behavioural and travel preferences. Design/methodology/approach – An online survey was designed, incorporating existing literature. It was administered to a population of foodies in Australia. Data is analysed using SPSS®. Findings – Key results suggest food tourists are mostly female, well-educated and generally affluent. They seek diverse, regional and authentic yet tactile rather than passive experiences, and are willing to travel for food (and drink) complemented by cultural and sightseeing activities. Research limitations/implications – The geographic scope of this study is limited and the volume of data yielded from the study inhibits efforts to report all findings in a compact paper; the implication being future analysis and research is required. Practical implications – This study provides valuable insights to destination marketers seeking to niche food tourists. Originality/value – This study demographically and socio-behaviourally profiles foodies and provides insights into the domestic travel behaviours.