The Center of Excellence in Food, Tourism & Leisure (CoEFTL) at The American College of Greece Research Center (ACG-RC) joins forces with GRtraveller Magazine to investigate how Greek gastronomy influences international travelers’ destination perceptions and decision-making processes. This mixed-methods research project examines the role of Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) products in positioning Greece within the competitive global tourism market.
Research Framework and Methodology
The study employs a comprehensive approach combining quantitative survey data with qualitative expert interviews. Our methodology targets international travelers across key source markets including the United Kingdom, Europe, the United States, and India, with particular focus on individuals interested in gastronomic and cultural tourism experiences.
Research Objectives:
- Examine international travelers’ perceptions of Greek gastronomy as a tourism driver
- Evaluate PDO/PGI products’ role in enhancing destination authenticity and marketability
- Analyze multisensory experiences’ impact on visitor engagement with Greek culture
- Generate evidence-based recommendations for hospitality stakeholders and regional authorities
The collaboration emerged through the initiative of Ms. Lillian Psylla, co-founder and Chief Content & Strategy Officer of GRtraveller, who approached CoEFTL to combine academic rigor with editorial expertise in addressing critical questions about Greece’s gastronomic positioning.
Theoretical Framework: Authenticity and Sensory Tourism
Contemporary tourism research increasingly recognizes gastronomy’s significance in destination differentiation. Greece’s extensive portfolio of PDO and PGI certified products, ranging from Kalamata olives to Santorini wines, represents a unique competitive advantage that merits systematic investigation.
Our research explores four critical dimensions:
- Authenticity Perceptions: How do international visitors perceive Greek gastronomy relative to other Mediterranean destinations? What role do certification systems play in establishing credibility and trust?
- Economic Impact: To what extent does gastronomy influence destination choice, and are travelers willing to pay a premium premium for curated gastronomic experiences featuring certified products?
- Multisensory Integration: Which combinations of sensory elements (e.g., taste, visual aesthetics, soundscapes, tactile experiences) create the most memorable and impactful tourism encounters? How do they affect perceive value?
- Narrative Sustainability: How do stories of tradition, provenance, and sustainability enhance visitors’ emotional connections with Greek food culture?
Mixed Methods Approach
Quantitative Survey Research: We’re reaching out to international travelers across key source markets including the UK, Europe, the US, and India. The survey takes just 3-5 minutes but explores complex questions about how gastronomy influences destination choice, perceptions of authenticity, and willingness to pay premium prices for curated food experiences.
Qualitative Expert Interviews: We’re conducting semi-structured interviews with Greek industry experts (e.g., chefs, hoteliers, producers, and tourism boards) to provide industry perspectives and deeper insights into the challenges and opportunities in gastronomic tourism.
Participation and Impact
International travelers with an interest in Greek gastronomy and cultural experiences, including members of the Greek diaspora who visit the homeland, are invited to contribute their perspectives through our research survey. We’re also keen to hear from international students and young travelers who bring fresh perspectives to traditional experiences. The 3-5 minute questionnaire maintains complete anonymity while gathering critical insights about gastronomic tourism preferences and perceptions.
This research helps understand how certified food products and multisensory experiences influence culinary tourism competitiveness. Results will provide evidence-based strategies for leveraging Greece’s gastronomic heritage as a differentiating factor in international markets. Research findings will be featured in the Exhibition Edition of GRtraveller at WTM London 2025, reaching tourism leaders, buyers, and decision-makers at the World Travel Market this November.
The study’s timing aligns with increased global interest in authentic, sustainable tourism experiences, positioning Greece to capitalize on growing demand for culturally immersive travel. Industry stakeholders will receive actionable insights for product development, marketing strategies, and destination positioning.
Your participation shapes the future of Greek gastronomy in global tourism. By contributing to this research, international travelers directly influence how Greece’s culinary story is communicated and experienced worldwide.
This collaborative effort represents a strategic convergence of academic research excellence and industry expertise, generating insights that will inform Greece’s positioning as a premier gastronomic tourism destination.
