1. Introduction
The early 21st century has been characterised by the emergence of the so-called experience economy. As part of this phenomenon and as described by Marson (2011), the tourism industry is undergoing a transformation in response to the evolving shape, scope, and nature of visitor activities. Richards (2012) claims that the focus has shifted away from visiting typical ‘must see’ physical sights, to engaging in ‘must experience’ tourism activities, in which visitors can discover, participate, and learn about everyday life (Robinson & Novelli, 2005). Marson (2011) further implies that visitors are searching for and expecting new, unique and more meaningful travel experiences. One means of offering these is through the prospect of experiencing the cuisine that is endemic to the destination being visited (Richards, 2012).