Jeong Hyun Kim

Owing to the increase in the use of mobile devices when traveling, the contents of government-run tourism mobile applications (or "apps") have become a powerful way to promote a destination's cuisine and food culture. This study explores the cuisine- and gastronomy-related contents of the tourism mobile apps run by the official organizations of Hong Kong, Korea, Taiwan, Thailand, Switzerland, Italy, Scotland, and the Czech Republic. The mobile apps of Hong Kong, Korea, and Scotland can be regarded as user friendly, while the mobile apps of Thailand and Switzerland offer playful moments for the users. Because different types of food tourists may have different approaches and evaluations of mobile apps, tailored approaches should be necessary when developing tourism mobile apps. By examining how official tourism organizations deliver information and then comparing different food tourism marketing strategies used by these mobile apps, this study reveals the strengths and weaknesses of such apps, and provides practical suggestions for further promoting food-related information through this platform.