Title

Watching A Bite of China: The impact of a food and culture documentary on previsit perceptions and expectations

Document Type

Book Chapter

Publisher

Springer

School

School of Business and Law / Markets and Services Research Centre (MASRC)

RAS ID

28211

Comments

Originally published as: 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. Original publication available here

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.

DOI

10.1007/978-981-13-3624-9_12

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