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  • Slow food events as a high yield strategy for rural tourism destinations: the case of Bario, Sarawak.

    Author(s) : Adeyinka-Ojo, S. F.Khoo-Lattimore, C.

    Author Affiliation : School of Hospitality, Tourism and Culinary Arts, Taylor's University, Malaysia, Subang Jaya, Malaysia.

    Editors : Nair, V.Hussain, K.Ramachandran, S.

    Journal article : Worldwide Hospitality and Tourism Themes 2013 Vol.5 No.4 pp.353-364

    Abstract : Purpose - 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 tourismrural tourismSubject Category: Activities
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    destinationsdestinationsSubject Category: Miscellaneous
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    and how they can be used to move a destination up the value chainvalue chainSubject Category: Miscellaneous
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    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.

    ISSN : 1755-4217

    DOI : 10.1108/WHATT-03-2013-0012

    Record Number : 20133328239

    Publisher : Emerald Group Publishing Ltd

    Location of publication : Bingley

    Country of publication : UK

    Language of text : English

    Indexing terms for this abstract:

    Descriptor(s) : cultural activitiescultural activitiesSubject Category: Activities
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    , destinationsdestinationsSubject Category: Miscellaneous
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    , festivalsfestivalsSubject Category: Miscellaneous
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    , food productsfood productsSubject Category: Commodities and Products
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    , gastronomic tourismgastronomic tourismSubject Category: Activities
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    , infrastructureinfrastructureSubject Category: Infrastructure
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    , pricespricesSubject Category: Properties
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    , rural tourismrural tourismSubject Category: Activities
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    , tourism developmenttourism developmentSubject Category: Miscellaneous
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    , yieldsyieldsSubject Category: Properties
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    , value chainvalue chainSubject Category: Miscellaneous
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    Geographical Location(s) : MalaysiamalaysiaSubject Category: Geographic Entities
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    , SarawaksarawakSubject Category: Geographic Entities
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    , BorneoborneoSubject Category: Geographic Entities
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    Broader term(s) : APEC countriesapec countriesSubject Category: Institutions and Organisations
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    , ASEAN Countriesasean countriesSubject Category: Institutions and Organisations
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    , Commonwealth of Nationscommonwealth of nationsSubject Category: Institutions and Organisations
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    , Developing Countriesdeveloping countriesSubject Category: Miscellaneous
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    , South East Asiasouth east asiaSubject Category: Geographic Entities
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    , AsiaasiaSubject Category: Geographic Entities
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    , Threshold Countriesthreshold countriesSubject Category: Miscellaneous
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    , BorneoborneoSubject Category: Geographic Entities
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    , MalaysiamalaysiaSubject Category: Geographic Entities
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