Exploring the rise of Farm-to-Table dining experience and its implications on sustainable tourism destination marketing

Abstract

The rationale for this study lies in the intersection of three contemporary shifts: the transformation of tourist preferences toward authentic and sustainable experiences; the increasing commodification of ethical consumption; and the strategic repositioning of food as both an identity marker and economic driver in destination marketing (Sims, 2009; Björk & Kauppinen-Räisänen, 2016;Ellis et al., 2018).

Firstly, from a demand-side perspective, travelers are increasingly seeking meaningful engagements that go beyond superficial sightseeing. Food, in this sense, acts as a bridge to local culture, enabling tourists to connect with the heritage, landscape, and community of a destination (Everett & Aitchison, 2008; Richards, 2014). As food is a daily necessity and a deeply personal experience, it offers a natural entry point into local life. When restaurants and hotels emphasize locally sourced ingredients and transparency in sourcing practices, they are not only delivering a meal, they are curating a narrative of authenticity (Bessière, 1998; Sims, 2009).

Secondly, on the supply side, the farm-to-table label has become associated with quality and ethical consumption, which allows businesses to justify higher pricing and promote a premium brand image. This exclusivity whether perceived or actual is increasingly used to attract high-spending visitors who value sustainability, wellness, and craftsmanship (Björk & Kauppinen-Räisänen, 2016). In this sense, farm-to-table is no longer just a food philosophy; it is a branding and positioning strategy used by businesses to differentiate themselves in crowded unethical markets (Kline et al., 2016). This exclusivity also intersects with the notion of experience staging in tourism, where perceived rarity and personalization drive customer satisfaction and willingness to pay (Pine & Gilmore, 1999). Restaurants and hotels that highlight their farm-to-table offerings often employ storytelling techniques, behind-the-scenes tours, or chef-led experiences that elevate the dining event into a cultural performance (Ellis et al., 2018).

Thirdly, the farm-to-table movement aligns with growing concerns over sustainability in tourism development. Sustainable tourism frameworks emphasize the need for tourism that is ecologically responsible, socially inclusive, and economically viable (UNWTO, 2015). By promoting local food networks, reducing carbon footprints from food transport, and supporting small-scale producers, farm-to-table dining can support both environmental and community-based sustainability goals (Feenstra, 1997; Hall & Gössling, 2016). This is particularly important in regions where tourism risks displacing local livelihoods or contributing to environmental degradation.

Despite these connections, there is a surprising lack of empirical research that explores how farm-to-table is used strategically within the hospitality sector as both a sustainability and branding tool. Most existing studies isolate either the environmental benefits or consumer behaviors, with little investigation into the operational or strategic dimensions of hospitality businesses adopting farm-to-table models (Alonso & Liu, 2012; Sims, 2009). Furthermore, while larger destinations and boutique hotels have been featured in past research, a broader investigation into how a variety of hospitality establishments from luxury to mid-scale leverage farm-to-table for profitability and place branding is still underdeveloped in literature.

Therefore, this dissertation aims to fill this gap by conducting a qualitative investigation into how hotels and restaurants that adopt farm-to-table practices create exclusive, authentic experiences that benefit both the tourist and the destination. Through interviews, observations, and analysis of marketing materials, the study will examine how farm-to-table is used not just as an ethical practice, but as a commercial strategy rooted in storytelling, place branding and sustainable culinary systems.