{"id":3011,"date":"2025-08-15T12:34:39","date_gmt":"2025-08-15T05:34:39","guid":{"rendered":"https:\/\/riat.vn\/nghien-cuu-ve-du-khach-am-thuc-tai-hoa-ky-phan-tich-thi-truong-ngach-va-xu-huong-moi\/"},"modified":"2025-08-15T12:34:39","modified_gmt":"2025-08-15T05:34:39","slug":"nghien-cuu-ve-du-khach-am-thuc-tai-hoa-ky-phan-tich-thi-truong-ngach-va-xu-huong-moi","status":"publish","type":"post","link":"https:\/\/riat.vn\/en\/nghien-cuu-ve-du-khach-am-thuc-tai-hoa-ky-phan-tich-thi-truong-ngach-va-xu-huong-moi\/","title":{"rendered":"Nghi\u00ean c\u1ee9u v\u1ec1 Du kh\u00e1ch \u1ea8m th\u1ef1c t\u1ea1i Hoa K\u1ef3: Ph\u00e2n t\u00edch Th\u1ecb tr\u01b0\u1eddng Ng\u00e1ch v\u00e0 Xu h\u01b0\u1edbng M\u1edbi"},"content":{"rendered":"<p data-start=\"269\" data-end=\"1130\"><em><strong>This study presents key findings from The Culinary Traveler report by Mandala Research, an update to the 2006 study, aimed at defining and better understanding the culinary tourism market. Results indicate that 77% of U.S. leisure travelers\u2014equivalent to 131 million individuals\u2014qualify as culinary travelers, segmented into three categories: Deliberate, Opportunistic, and Accidental <\/strong><\/em><\/p>\n<p data-start=\"269\" data-end=\"1130\"><em><strong>Nghi\u00ean c\u1ee9u nh\u1ea5n m\u1ea1nh gi\u00e1 tr\u1ecb \u0111\u1eb7c bi\u1ec7t c\u1ee7a nh\u00f3m ch\u1ee7 \u0111\u00edch \u2013 nh\u1eefng ng\u01b0\u1eddi c\u00f3 t\u1ea7n su\u1ea5t du l\u1ecbch cao h\u01a1n, m\u1ee9c chi ti\u00eau l\u1edbn h\u01a1n, \u0111\u1ed3ng th\u1eddi th\u1ec3 hi\u1ec7n s\u1ef1 quan t\u00e2m s\u00e2u s\u1eafc \u0111\u1ebfn v\u0103n h\u00f3a, t\u00ednh x\u00e1c th\u1ef1c v\u00e0 tr\u1ea3i nghi\u1ec7m \u0111\u1ecba ph\u01b0\u01a1ng. Ngo\u00e0i ra, nghi\u00ean c\u1ee9u c\u0169ng x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m \u0111\u1ebfn \u1ea9m th\u1ef1c h\u00e0ng \u0111\u1ea7u, c\u00e1c k\u00eanh th\u00f4ng tin hi\u1ec7u qu\u1ea3, v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c th\u00edch \u1ee9ng v\u1edbi xu h\u01b0\u1edbng \u1ea9m th\u1ef1c l\u00e0nh m\u1ea1nh c\u0169ng nh\u01b0 nhu c\u1ea7u c\u1ee7a du kh\u00e1ch gia \u0111\u00ecnh. <\/strong><\/em><\/p>\n<h2 data-start=\"1137\" data-end=\"1159\"><strong data-start=\"1140\" data-end=\"1157\">Introduction<\/strong><\/h2>\n<p data-start=\"1160\" data-end=\"1550\">Culinary tourism is increasingly recognized as a strategic segment that destinations of all sizes\u2014from major cities to small towns\u2014can leverage. In the context of the United States having lost roughly one-third of its international tourism market share since 1997, and facing economic challenges, focusing on niche markets has become essential for stimulating domestic travel and attracting international visitors. <\/p>\n<p data-start=\"1552\" data-end=\"2113\">Although culinary tourism has long existed\u2014through activities such as dining at restaurants, wine tasting, and visiting farmers\u2019 markets\u2014there has historically been a lack of quantitative data to determine its scale and characteristics. To address this, Mandala Research produced the latest <em data-start=\"1839\" data-end=\"1857\">Culinary Traveler<\/em> report, supported by the World Food Travel Association, the states of Virginia, Delaware, and California, and the Shop America Alliance. The primary objective is to define the market, profile culinary travelers, and clarify how they perceive and engage in culinary travel.  <\/p>\n<p><iframe title=\"SETTRA Webinar January 2014 - The Culinary Traveler\" width=\"1020\" height=\"574\" src=\"https:\/\/www.youtube.com\/embed\/RDva-uEVPi8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2 data-start=\"2120\" data-end=\"2154\"><strong data-start=\"2123\" data-end=\"2152\">Research Methodology<\/strong><\/h2>\n<p data-start=\"2155\" data-end=\"2417\">The study employs a shared definition of culinary tourism:<em data-start=\"2216\" data-end=\"2309\"> \u201cTravel undertaken to explore or enjoy unique and memorable food and drink experiences,\u201d<\/em> encompassing experiences that need not be exclusive or famous, provided they deliver meaningful value.<\/p>\n<p data-start=\"2419\" data-end=\"2679\">A \u201ctraveler\u201d is defined as a U.S. resident who has traveled at least 50 miles (one way) or stayed overnight for leisure within the past 12 months. \u201c<em data-start=\"2571\" data-end=\"2590\">Culinary activities<\/em>\u201d refer to specific food-related experiences undertaken during leisure trips in the past three years.<\/p>\n<p data-start=\"2681\" data-end=\"2812\">Market segmentation analysis\u2014based on travel motivations, psychographics, behaviors, and demographics\u2014identified three primary groups:<\/p>\n<ul data-start=\"2813\" data-end=\"3222\">\n<li data-start=\"2813\" data-end=\"2963\">\n<p data-start=\"2815\" data-end=\"2963\"><strong data-start=\"2815\" data-end=\"2844\">Deliberate Culinary Travelers<\/strong> (30%): Choose destinations based on culinary offerings or consider food as the primary reason for the trip.<\/p>\n<\/li>\n<li data-start=\"2964\" data-end=\"3119\">\n<p data-start=\"2966\" data-end=\"3119\"><strong data-start=\"2966\" data-end=\"2993\">Opportunistic Culinary Travelers <\/strong>(51%): Seek out culinary experiences at the destination, though such activities do not determine the initial destination choice.<\/p>\n<\/li>\n<li data-start=\"3120\" data-end=\"3222\">\n<p data-start=\"3122\" data-end=\"3222\"><strong data-start=\"3122\" data-end=\"3153\">Accidental Culinary Travelers<\/strong> (19%): Participate in culinary activities incidentally, simply because they are available.<\/p>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-3003\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-1024x683.jpg\" alt=\"Nghi\u00ean c\u1ee9u v\u1ec1 Du kh\u00e1ch \u1ea8m th\u1ef1c t\u1ea1i Hoa K\u1ef3 2 Ph\u00e2n t\u00edch Th\u1ecb tr\u01b0\u1eddng Ng\u00e1ch v\u00e0 Xu h\u01b0\u1edbng M\u1edbi\" width=\"1020\" height=\"680\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-1024x683.jpg 1024w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-300x200.jpg 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-768x512.jpg 768w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-1536x1024.jpg 1536w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-2-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi.jpg 2048w\" sizes=\"(max-width: 1020px) 100vw, 1020px\" \/><\/p>\n<h2 data-start=\"3229\" data-end=\"3261\"><strong data-start=\"3232\" data-end=\"3259\">Results and Analysis<\/strong><\/h2>\n<ul>\n<li><strong data-start=\"3267\" data-end=\"3306\">Market Size and Segmentation<\/strong> : Seventy-one percent of U.S. adults (170 million) are leisure travelers, of which 77% are culinary travelers. The distribution is as follows: <strong data-start=\"3440\" data-end=\"3452\">deliberate<\/strong> (30%), <strong data-start=\"3458\" data-end=\"3468\">opportunistic<\/strong> (51%), and <strong data-start=\"3477\" data-end=\"3491\">accidental<\/strong> (19%). <\/li>\n<li><strong data-start=\"3504\" data-end=\"3542\">Travel Frequency and Patterns:<\/strong>Culinary travelers average 4.9 trips annually, slightly higher than the leisure traveler average of 4.5 trips. Deliberate travelers lead with an average of 5.8 leisure trips, 3 business trips, and over 1 international trip per year. Over 40% of all culinary travelers have traveled internationally in the past two years; for deliberate and opportunistic travelers, this figure exceeds 50%.  <\/li>\n<li><strong data-start=\"3882\" data-end=\"3912\">Awareness and Destinations:<\/strong>Awareness of the term \u201c<em data-start=\"3938\" data-end=\"3957\">culinary tourism<\/em>\u201d has risen from 22% in 2006 to 38%. Nearly 60% of deliberate travelers are familiar with the term, indicating potential marketing utility. Internationally, France and Italy are perceived as top culinary destinations. Domestically, New York, California, and Louisiana are leading, followed by New Orleans, San Francisco, Las Vegas, Chicago, and Orlando.   <\/li>\n<li><strong data-start=\"4303\" data-end=\"4344\">Information Sources and Marketing Channels:<\/strong>Food journalism, specialized magazines, and local media are significant influencers. Friends and family exert the greatest impact on destination choice (52%). Mobile devices, platforms such as TripAdvisor, and online reservation services are increasingly essential tools for culinary travelers.  <\/li>\n<li><strong data-start=\"4621\" data-end=\"4645\">Economic Value<\/strong>: Culinary travelers spend more than general leisure travelers, with an average expenditure of USD 1,500 per trip; deliberate travelers spend nearly USD 1,900. Sixty-seven percent bring home food or recipes, 89% engage with local culture and cuisine, and 79% prioritize authentic experiences. <\/li>\n<li><strong data-start=\"4892\" data-end=\"4930\">Decision Drivers and Motivations<\/strong>: Beer festivals are the most influential event-based motivators, followed by wine and food festivals. The top three attributes sought in a culinary trip are locality, authenticity, and budget suitability. <\/li>\n<li><strong data-start=\"5143\" data-end=\"5198\">Healthy Eating Trends and Family Needs<\/strong>: The \u201c<em data-start=\"5210\" data-end=\"5238\">farm-to-table<\/em>\u201d movement and the use of local ingredients are increasingly favored. Family travelers seek variety to satisfy both adult and child preferences, with supplementary activities such as cooking classes, factory tours, and farmers\u2019 market visits adding appeal. <\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3005\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi.jpg\" alt=\"Nghi\u00ean c\u1ee9u v\u1ec1 Du kh\u00e1ch \u1ea8m th\u1ef1c t\u1ea1i Hoa K\u1ef3 Ph\u00e2n t\u00edch Th\u1ecb tr\u01b0\u1eddng Ng\u00e1ch v\u00e0 Xu h\u01b0\u1edbng M\u1edbi\" width=\"960\" height=\"698\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi.jpg 960w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-300x218.jpg 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Nghien-cuu-ve-Du-khach-Am-thuc-tai-Hoa-Ky-Phan-tich-Thi-truong-Ngach-va-Xu-huong-Moi-768x558.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<h2 data-start=\"5467\" data-end=\"5497\"><strong data-start=\"5470\" data-end=\"5495\">Discussion and Implications<\/strong><\/h2>\n<p data-start=\"5498\" data-end=\"5532\">Findings suggest that:<\/p>\n<ul data-start=\"5533\" data-end=\"6019\">\n<li data-start=\"5533\" data-end=\"5676\">\n<p data-start=\"5535\" data-end=\"5676\">Deliberate travelers should be targeted during trip planning stages, while opportunistic and accidental travelers respond better to in-destination marketing.<\/p>\n<\/li>\n<li data-start=\"5677\" data-end=\"5760\">\n<p data-start=\"5679\" data-end=\"5760\">Destination marketing should emphasize authenticity and unique local offerings.<\/p>\n<\/li>\n<li data-start=\"5761\" data-end=\"5843\">\n<p data-start=\"5763\" data-end=\"5843\">Local communities can serve as \u201cculinary ambassadors\u201d through word-of-mouth.<\/p>\n<\/li>\n<li data-start=\"5844\" data-end=\"5940\">\n<p data-start=\"5846\" data-end=\"5940\">Digital presence and mobile accessibility must be optimized.<\/p>\n<\/li>\n<li data-start=\"5941\" data-end=\"6019\">\n<p data-start=\"5943\" data-end=\"6019\">Events, particularly beer and food festivals, are powerful tools for attracting culinary travelers.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"6047\" data-end=\"6535\">With 131 million culinary travelers, the United States possesses a large, high-value niche market. In particular, deliberate travelers exhibit high travel frequency, above-average spending, and strong demand for authentic, locally grounded culinary experiences. A nuanced understanding of the motivations, behaviors, and preferences of these segments enables destinations and tourism businesses to develop effective marketing strategies, fully leverage the potential of culinary tourism, and enhance customer retention among high-value travelers.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>This study presents key findings from The Culinary Traveler report by Mandala Research, an update to the 2006 study, aimed at defining and better understanding the culinary tourism market. Results indicate that 77% of U.S. leisure travelers\u2014equivalent to 131 million individuals\u2014qualify as culinary travelers, segmented into three categories: Deliberate, Opportunistic, and Accidental Nghi\u00ean c\u1ee9u nh\u1ea5n&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[347,402,401],"tags":[],"class_list":["post-3011","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culinary-tourism-en","category-tourism-news","category-webinar-en"],"_links":{"self":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/3011","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/comments?post=3011"}],"version-history":[{"count":0,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/3011\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media\/3006"}],"wp:attachment":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media?parent=3011"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/categories?post=3011"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/tags?post=3011"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}