Venetian Cafés: a taxonomy and study of the marketing style of gastronomic tourism destination homepages.

Abstract

Previous research on gastronomic tourism has classified motivations behind destination choice for tourists and divided them into the categories of social-sustainable, low-involved, and cultural-culinary tourists (Galati et al., 2023). The present paper attempts to assess the marketing style of the homepages of three Venetian cafés, with the aid of the aforementioned classification. The present paper offers an assessment of the state of the art on luxury and sustainable tourism to better understand the typologies, then the homepages themselves are analyzed using cluster and visual analysis frameworks. The results suggest that two cafés might pander to social-sustainable tourists, while the third to cultural culinary tourists. Moreover, the assessment of the homepages reveals that the businesses are constantly monitoring the changes in the sustainable and luxury tourism markets, while they try to advertise their business in a way which will resonate with contemporary customers.