Culinary Tourism Experience a Strategy for Destination Diversification in Tanzania: Evidence from Northern Tourist Circuit.

Agapity, Greyson (2025) Culinary Tourism Experience a Strategy for Destination Diversification in Tanzania: Evidence from Northern Tourist Circuit. Masters thesis, The Open University of Tanzania.

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Abstract

Culinary tourism represents an emerging component of the tourism industry and encompasses all the traditional values associated with the new trends in tourism: respect for culture and tradition, authenticity and sustainability. Tanzania is known worldwide for the richness and variety of its natural food and culinary arts. It is one of the most important places where culinary tourists can enjoy local food and beverages. Using a modified experience economy model developed by Pine and Gilmore (1999), the present study examines the role of culinary tourism in the diversification of Tanzania’s tourism products. The study's findings reveal that esthetic experience had a statistically significant relationship with diversification of tourism products. Moreover, the findings also indicate that Educational Experience and Escapism Experience do not have a statistically significant relationship with the diversification of tourism products. This result means that the tourists had less experience and that some of them were not curious and creative in doing culinary tourism. Thus, it is recommended that culinary tourism be compatible with tourist activities during travel in Northern Tourist Circuit so that Tanzania’s tourism product is diversified. Keywords: Culinary tourism, diversification of tourism, educational experience, escapism experience, esthetics experience

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