Food, glorious food! The intersection of food cultures and creative tourism in Brunei

Purpose The purpose of this research is to apply the theoretical frameworks of resource-based view (RBV) and Social Creativity to elucidate insights related to food cultures and creative tourism in the context of Brunei. This addresses an important gap in the literature to unpack how food cultures and creative tourism can become a vehicle for the diversification of a country’s reliance on oil and gas as primary industries. Design/methodology/approach A case study approach was taken in this research, utilising both primary and secondary data such as social media posts, media reports and semi-structured interviews to shed light on an emerging niche market in Brunei tourism. Findings The research revealed the entrepreneurial mindset of local food chefs and enthusiasts in showcasing Bruneian heritage and cultures, supported by government campaigns and technological advances. This lends further evidence that food cultures and creative tourism can be a lever for a national economic diversification strategy and can be validated elsewhere. Research limitations/implications This is one of the first studies to investigate the intersection of the RBV and Social Creativity to advance the theory and practice of tourism in South East Asia. Practical implications The intersection of food cultures and creative tourism within Brunei is dovetailed into the theoretical frameworks of the RBV and Wilson’s Social Creativity Framework. This is evidenced in a diversification strategy emerging from the case study of Brunei, where food is earmarked as a heritage resource and leverages individual, and in particular, young people’s creativity to generate a niche tourism market for the country. Social implications The paper illuminates the role of technology as a vehicle for the discourses of creativity, reflexivity, education and economy to flourish. Through co-created content on social media, food heritage and creative tourism experiences are foregrounded and assisted by the entrepreneurs in reaching their desired audiences. Arguably, such tools helped the country alleviate the devastating impacts of COVID-19 and thrust domestic food tourism experiences into the spotlight, like other destinations. Originality/value This is one of the first studies to investigate the intersection of the RBV and Social Creativity to advance the theory and practice of tourism in South East Asia.