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dc.contributor.authorAdeyinka-Ojo, SF
dc.contributor.authorKhoo-Lattimore, C
dc.date.accessioned2017-05-03T16:17:39Z
dc.date.available2017-05-03T16:17:39Z
dc.date.issued2013
dc.identifier.issn1755-4217
dc.identifier.doi10.1108/WHATT-03-2013-0012
dc.identifier.urihttp://hdl.handle.net/10072/63613
dc.description.abstractPurpose - For years, the community in Bario has chosen to organize a slow food and cultural festival annually to draw tourists to Bario. The aim of this paper is to explore the staging of slow food events as a high-yield strategy for rural tourism destinations and how they can be used to move a destination up the value chain in responsible rural tourism practices. Design/methodology/approach - The study adopted an interpretative approach. Participant observation and 15 in-depth interviews with local and foreign tourists were conducted to elicit responses before, during and after the event. In addition, photography and videography were also employed. Findings - Findings revealed that the event was seen by many as a catalyst for the provision and development of infrastructural development. More importantly, 67 percent of the foreign tourists interviewed state that the price of goods and services at the event are reasonable and affordable, given the unique cultural experience during the festival in Bario. These findings imply that such an event has potential in generating higher yield for a rural destination. However, findings also show that the event could be better marketed and managed. Originality/value - A significant contribution of this study is its exploration of the use of slow food events in a rural destination as a strategy in generating high yield for a rural tourism destination.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group Publishing
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom353
dc.relation.ispartofpageto364
dc.relation.ispartofissue4
dc.relation.ispartofjournalWorldwide Hospitality and Tourism Themes
dc.relation.ispartofvolume5
dc.rights.retentionY
dc.subject.fieldofresearchTourism Marketing
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode150604
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1506
dc.titleSlow food events as a high yield strategy for rural tourism destinations: The case of Bario, Sarawak
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorKhoo-Lattimore, Catheryn S.


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