Watching A Bite of China: The impact of a food and culture documentary on previsit perceptions and expectations
Abstract
Based on 15 semi-structured interviews with recent viewers of the successful documentary A Bite of China, this chapter examines the impacts of the food and culture documentary on previsit perceptions and expectations. The results show that the documentary can change viewers’ perceptions of regional cuisine and has a more prominent impact on first-time viewers. Food image is highlighted through representations of unique regional cooking methods, ingredients, customs and everyday life of locals as part of local culture. Those credible food images aid the process of building perceptual images that distinguish a destination from other similar destinations. The documentary, therefore, has the potential to motivate viewers to visit destinations they were initially interested in.
Document Type
Book Chapter
School
School of Business and Law / Markets and Services Research Centre (MASRC)
RAS ID
28211
Copyright
subscription content
Publisher
Springer
Comments
Xu M., & Kim S. (2019). Watching A Bite of China: The impact of a food and culture documentary on previsit perceptions and expectations. In E. Park, S. Kim, & I. Yeoman (Eds.), Food tourism in Asia (pp. 171-183). Singapore: Springer. Available here