Intro -- Food Tourism: Opportunities for Development -- Contents -- Contributors -- About the Editors -- About the Authors -- Part I: Introduction -- Chapter 1: Eating in Asia: Understanding Food Tourism and Its Perspectives in Asia -- 1.1 Food and Tourism: Eating Otherness -- 1.2 Heterogeneous Culture and History of Asia -- 1.3 Getting Closer to Food Tourism in Asia -- 1.3.1 An Avenue on the Journey of Eating in Asia -- 1.3.2 Two Perspectives of Food Tourism in Asia -- References -- Part II: Food and Tourism: Socio-cultural Aspects of Food Tourism in Asia -- Chapter 2: Kin kao laew reu young ('Have You Eaten Rice Yet')?: A New Perspective on Food and Tourism in Thailand -- 2.1 Introduction -- 2.2 Rice: The Essence of Thai Life -- 2.3 Discovering Thainess Through Cuisine: But Where Is the Rice? -- 2.4 Rice: Linking Land, Culture and Cuisine -- 2.5 Amazing Thai Rice -- 2.6 Conclusion -- References -- Chapter 3: Consuming Food in Pre-industrial Korean Travel: Approaching from Veblen's Conspicuous Consumption -- 3.1 Introduction -- 3.2 Studies on Food in Social Sciences -- 3.3 On 'Of no Intrinsic Use' in Conspicuous Consumption: Its Application in Marketing and Tourism Research -- 3.4 Meaning of Consuming Food While Travelling in Pre-industrial Korea -- 3.5 Consuming Food as Mundane Necessity -- 3.6 Consuming Food for Cultural Signs -- 3.6.1 Ability to Get Exquisite Ingredients -- 3.6.2 Consuming Drinks as Cultural Appreciation -- 3.7 Concluding Remarks -- References -- Chapter 4: Street Food and Tourism: A Southeast Asian Perspective -- 4.1 Introduction -- 4.2 Street Food -- 4.3 Food and Tourism -- 4.4 Street Food as a Tourist Attraction and Amenity in Southeast Asia -- 4.4.1 Singapore -- 4.4.2 Ho Chi Minh City -- 4.4.3 Review -- 4.5 Conclusion -- References -- Chapter 5: Cooking with Locals: A Food Tourism Trend in Asia? -- 5.1 Introduction.

5.2 Literature Review -- 5.2.1 Food as a Tourism Resource -- 5.2.2 Food Tourism Product Development -- 5.2.3 Food Tourism Experience -- 5.3 Case Studies -- 5.3.1 Traditional Hot Spring Cooking in Japan -- 5.3.2 Cooking Schools in Thailand -- 5.4 Discussion -- 5.5 Conclusion -- References -- Part III: Food Tourism Destination Development, Policy, and Management -- Chapter 6: From Third World to First World: Tourism, Food Safety and the Making of Modern Singapore -- 6.1 Introduction -- 6.2 Literature Review on Food Tourism and Food Safety -- 6.2.1 Regulations and Tourist Anxiety -- 6.2.2 Regulations and Authenticity -- 6.2.3 Regulations and Doing Tourism -- 6.3 From Third World to First World: History of Food Safety in Singapore -- 6.4 Food Tourism in Singapore -- 6.4.1 Food Safety and Tourist Anxiety - Authenticity and Selective Colonialism -- 6.4.2 Authenticity and a Critique of Food Safety -- 6.4.3 Food Safety and the Civilizing Effect -- 6.5 Conclusion -- References -- Chapter 7: Festivalisation of Edible [Food] Heritage and Community Participation: From a Multi-stakeholder Perspective -- 7.1 Introduction -- 7.2 Research Methods -- 7.3 The Historical Background of Tatebayashi Noodle Grand Prix -- 7.4 Collaboration and Partnership of Stakeholders for Tatebayashi Noodle Grand Prix -- 7.4.1 The Roles of Regional and Local Governments -- 7.4.2 The Initiative and Role of Tatebayashi Chamber of Commerce and Industry -- 7.4.3 Roles and Meanings of Volunteers -- 7.5 Conclusion -- References -- Chapter 8: Ekiben, the Travelling Japanese Lunchbox: Promoting Regional Development and Local Identity Through Food Tourism -- 8.1 Introduction -- 8.2 Food Tourism and Regional Identity -- 8.3 The History of Ekiben in Japan -- 8.4 Ekiben as a Metaphor of Japanese Society -- 8.5 Regional Identities in Ekiben -- 8.6 Innovation in Ekiben.

8.7 Conclusion: Ekiben and Regional Identity -- References -- Chapter 9: Food Tourism, Policy and Sustainability: Behind the Popularity of Thai Food -- 9.1 Introduction -- 9.2 Evolution of Policies from 'Food Supply' to 'Gastronomy Tourism' in Thailand -- 9.2.1 Food Supply and Globalization (2000-2003) -- 9.2.2 Establishing Food-Related Standards and Human Resource Development (2004-2009) -- 9.2.3 Growth of Sustainable (Food) Tourism, and Food Security and Value in the National Development Plan (2010-2013) -- 9.2.4 Gastronomy Tourism Promotion (2014) -- 9.2.5 Discover Thainess Campaign (2015) -- 9.2.6 Amazing Thai Taste (2016) -- 9.2.7 The Year of Gastronomy Tourism (2017) -- 9.3 Public Sector's Responsibilities for Developing Food (Tourism) Supply Chains -- 9.4 Sustainable Food Tourism Approach -- 9.5 Conclusion -- References -- Chapter 10: Cultural Manifestation of Food in Branding Destination: A Case of Khasi Food of Meghalaya, India -- 10.1 Introduction -- 10.2 Literature Review -- 10.2.1 Food, Identity and Culture -- 10.2.2 The Role of Food in Destination Branding -- 10.2.3 Food Acculturation -- 10.3 Introduction to Khasi Food -- 10.4 Cultural Manifestation of Khasi Food in Branding Destination Meghalaya -- 10.5 Conclusion -- References -- Part IV: Food Tourists and Tourist Behaviour -- Chapter 11: What Matters to Japanese Udon Noodle Tourists? A Phenomenological Approach -- 11.1 Introduction -- 11.2 Tourist Experience and Food Tourism -- 11.3 Research Methods -- 11.3.1 Mizusawa Udon Village in Gunma Prefecture, Japan -- 11.3.2 Data Collection and 'Interviewees' Profile -- 11.4 Findings and Discussions -- 11.4.1 Embodied Multisensory Experience and Emotional Appreciation -- 11.4.2 Cognitive Consumption and Appraisal of History, Architecture and Craftsmanship of Noodle Production -- 11.4.3 Liminal Experience, Escapism and Refreshment.

11.5 Conclusion -- References -- Chapter 12: Watching A Bite of China: The Impact of a Food and Culture Documentary on Pre-visit Perceptions and Expectations -- 12.1 Introduction -- 12.2 Image and the Role of Media -- 12.2.1 Destination Image and Perception of Local Food -- 12.2.2 The Motivating Role of Media and Food Media -- 12.2.3 A Bite of China -- 12.3 Research Methods -- 12.4 Ways of Seeing and Believing -- 12.5 Changes in ;Perception and Stimulation of ;Motivation -- 12.6 A Taste of Uniqueness -- 12.7 Conclusions and Implications -- References -- Part V: Conclusion -- Chapter 13: Emerging Research Themes of Food Tourism in Asia: A Cognitive Mapping Perspective -- 13.1 Introduction -- 13.2 Cognitive Mapping -- 13.3 Decision Explorer -- 13.4 The Contribution of Each Chapter -- 13.4.1 Chapter 2. Kin Kao Laew Reu Young ('Have You Eaten Rice Yet?'): A New Perspective on Food and Tourism in Thailand -- 13.4.2 Chapter 3. Consuming Food in Pre-industrial Korean Travel: Approaching from Veblen's Conspicuous Consumption -- 13.4.3 Chapter 4. Street Food and Tourism: A Southeast Asian Perspective -- 13.4.4 Chapter 5. Cooking with Locals: A Food Tourism Trend in Asia? -- 13.4.5 Chapter 6. From Third World to First World: Tourism, Food Safety and the Making of Modern Singapore -- 13.4.6 Chapter 7. Festivalisation of Edible [Food] Heritage and Community Participation: From a Multi-stakeholder Perspective -- 13.4.7 Chapter 8. Ekiben, the Travelling Japanese Lunchbox: Promoting Regional Development and Local Identity Through Food Tourism -- 13.4.8 Chapter 9. Food Tourism, Policy and Sustainability: Behind the Popularity of Thai Food -- 13.4.9 Chapter 10. Cultural Manifestation of Food in Branding Destination: A Case of Khasi Food of Meghalaya, India -- 13.4.10 Chapter 11. What Matters to Japanese Udon Noodle Tourists? A Phenomenological Approach.

13.4.11 Chapter 12. Watching A Bite of China: The Impact of a Food and Culture Documentary on Pre-visit Perceptions and Expectations -- 13.5 Developing an Aggregated Map of Emerging Food Tourism Research in Asia -- 13.6 Emerging Themes of Food Tourism Research in Asia -- 13.6.1 Changes in Society -- 13.6.2 Film-Induced Food Tourism -- 13.6.3 Street Food -- 13.6.4 Regulation -- 13.6.5 Engagement with the Tourism Experience -- 13.6.6 History and Culture -- 13.7 Conclusion -- References -- Index.