Pairing intangible cultural heritage with tourism: the case of Mediterranean diet

Abstract

Purpose

The purpose of this paper is twofold: to suggest a conceptual framework for linking intangible cultural heritage (ICH) to tourism for managerial actions at destination level; and to empirically investigate and validate the value of this framework.

Design/methodology/approach

The paper proposes a conceptual framework for pairing ICH with tourism. The utility of this framework was empirically investigated by means of case study (Cretan Diet Festival, Greece) using the technique of interview.

Findings

Findings suggest that: the proposed framework constitutes a good as a planning tool useful in achieving an integrated approach and as a management tool in assessing the effectiveness of ICH projects; the crucial success factors in this area; and culinary-based festival could be a constructive platform on certain conditions.

Research limitations/implications

Because of its exploratory nature, the study has inherent drawbacks. The suggested framework should be finalised. Future studies could explore the perspective of visitors. More empirical studies are needed to provide further corroboration of the findings.

Practical implications

Practical implications of this is in the field of strategic management. It contributes to consider approach and adopt managerial action plans in the field of developing and implementing a mutually beneficial partnership between ICH and tourism.

Originality/value

It is the first study that suggests and empirically investigates a framework for linking ICH to tourism at destination level, taking a strategic management perspective. It provides an integrated approach incorporating the main issues.

Citation

Sotiriadis, M. (2017), "Pairing intangible cultural heritage with tourism: the case of Mediterranean diet", EuroMed Journal of Business, Vol. 12 No. 3, pp. 269-284. https://doi.org/10.1108/EMJB-07-2016-0019