Abstract:

This research examines the growing influence of integrating traditional culinary and heritage elements into the destination marketing strategy of Odisha, India. Drawing on an impactful body of existing educational literature, this study explores how traditional cuisine is rapidly becoming a primary driver of tourist arrivals and destination appeal, rather than a mere ancillary service. This paper discusses Odisha's sustainable potential in traditional cuisine tourism, rooted in its special cuisine recognition, which encompasses everything from traditional food and local cuisine to regional authentic dishes, as well as the sacred Mohaprasad served at the Jagannath temple in Puri. The reviewed studies on destination tourism strategies emphasize the promotion of particular food-centric experiences, such as cuisine combinations within major festivals like the Konark festival, initiatives under the "Vocal for Local" campaign, and marketing branding efforts for the state.

The collective data from several research studies suggest that strategically leveraging traditional culinary and cultural assets consistently enhances the state's destination marketing image. Investment in branding and marketing local food experiences is consistently agreed upon, including the use of GI (Geographical Indication) tags for tribal products, traditional products, and marketing religious cuisine. The researchers 'approach not only successfully attracts tourist sections but also substantially contributes to the sustainable development of regional income.

Keywords:

traditional food; culture; destination marketing; tourism; culinary.

Country: India

DOI: https://doi.org/10.61161/ijarcsms.v14i1.1

Pages: 1- 9

---

Download Full Paper (PDF) Download eCertificate Back to Journal