Archaeological-Gastronomy tourism: tasting prehistory through creativity

This study aims to conceptualize Archaeological-Gastronomy Tourism as a co-creative tourism product which combines the exploration of archaeological heritage with culinary experiences. In particular, we draw upon the ‘From Prehistory to the Plate’ (PreHGastro) project developed in Cantabria (Spain), a region with several UNESCO-recognized Paleolithic caves and a strong culinary tradition. A mixed-methods approach was employed, integrating quantitative cluster analysis with qualitative insights from focus groups with industry experts. The segmentation of tourists based on their attractiveness to and engagement with Archaeological-Gastronomy Tourism shows that it appeals particularly to younger and middle-aged tourists, contrary to its previously perceived niche status. The study highlights the importance of offering a diverse range of experiences that cater to various demographic segments. It also emphasizes the need for collaboration among stakeholders to ensure sustainability and cultural preservation. The research extends beyond traditional heritage tourism and provides fresh insights into how this form of tourism can engage diverse audiences while ensuring sustainable practices