A new study reveals that sustainability messaging for food tourism is not one-size-fits-all. Research conducted across U.S. destinations shows that the effectiveness of such campaigns depends heavily on a region's agricultural heritage.
Published in the Journal of Sustainable Tourism, the study finds that in areas where farming traditions are deeply woven into local identity, tourists are more receptive to messages about sustainable food choices. Conversely, in regions without a strong agricultural legacy, sustainability appeals often fail to resonate.
Dr. Irem Onder, the study's author, analyzed consumer reviews to understand how cultural context moderates sustainable behavior. The findings suggest that destination managers must tailor their messaging to leverage existing cultural narratives rather than deploying generic environmental slogans.
For tourism researchers and policymakers, this underscores the importance of place-based strategies. As destinations worldwide seek to promote eco-friendly travel, understanding the cultural backdrop may be as crucial as the message itself.
“Agricultural heritage acts as a cultural moderator,” the study notes, implying that sustainability campaigns work best when aligned with regional identity.