RESEARCH ON TOURISTS' DEMAND FOR EXPLORING THE CULINARY CULTURE IN DA NANG CITY

Abstract

This research was conducted to assess the demand for exploring and discovering the culinary culture of Da Nang city. The survey results from 391 international and domestic tourists show that up to 75.5% of tourists wish to experience Da Nang's culinary culture if time allows, indicating the enormous potential in developing culinary tourism as a primary tourism product of the city. The majority of visitors to Da Nang desire to experience the cuisine at a deeper level than just eating. Additionally, tourists have diverse needs in understanding Da Nang's culinary culture, with particular interest in ingredients, ways of enjoying, and cooking methods. Simultaneously, visitors to Da Nang tend to prefer experiential, interactive, and in-depth methods of exploring culinary culture, opening up opportunities to develop a variety of culinary tourism products, from themed tours to community living experiences. Based on the survey results, the article also proposes several solutions to effectively exploit the culinary culture of Da Nang city for tourists.