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Food consumption can incorporate meanings of place whereby the culture of place becomes a feature of the experience. Despite the apparent importance of place to how tourists experience food, there is little understanding of how food experience producers integrate place into that experience. This research focuses on artisanal food and the artisanal food consumption experience to study how the relationship between food and the meaning of place is incorporated into an augmented food experience based on the input of food experience producers (including food artisans, restaurateurs, speciality food retailers, tour guides). To understand how these key stakeholders add value to the experience through place discourse, the study focuses on Tasmania in Australia as a context and uses multiple qualitative methods including in-depth interviews and extensive observation over a two-year period. The research reveals that food experience producers integrate layers of place meaning (artisanal food and place stories; the artisan; terroir; community values of place) into the food experience, and that related discourse is substantial and unique to the environment and complimentary to both the food and place. The study contributes to the understanding of how food experience producers contribute to food consumption experience.

Augmenting the food experience through the projection of place: the case of Tasmania