Co-Creation of Destination Image and Food Tourism of the Emerging Economies

The changing foodscape in society has redefined the role of food beyond the biological needs for survival. Food has always played an essential role in travel experiences; nevertheless, the concept of visiting a place just for its food is claimed to be a recent phenomenon. With the break-out of the COVID-19 pandemic, food tourism and branding have been affected worldwide, including Malaysia. Based on the literature review related to food tourism during the pandemic period, this chapter attempts to contribute to the food tourism literature by combining the concept of co-creation and image building. The Malaysian tourism industry needs to be transformational to continue playing a vital role in the economy in the endemic period. Food tourism that combines cultural and heritage, experience, and sustainable aspects co-created between relevant parties will become the critical success factor to educate and offer a meaningful experience to tourists in terms of heritage and traditional food.