Food in tourism in a time of critical shift: four reflexive case studies in Aotearoa New Zealand

Purpose - This study aims to explore the values, resilience and innovation of four food businesses during the COVID-19 pandemic and their responses to the chaotic environment they find themselves in. It also evaluates whether there is evidence of a thriving food in tourism environment propelling these businesses forward within an innovative regenerative tourism system. Design/methodology/approach - A descriptive and comparative case study approach is used using a holistic design with four in-depth interviews for each business over 18 months. A thematic analysis of the qualitative data provides answers to the key research questions and informs our understanding of the ecosystems in which food businesses reside. Findings - The findings indicate that an internal business ecosystem with a strong value base and effective networks across a range of stakeholders enhances resilience. The crisis refocused and stimulated a variety of innovations. Practical implications - An ethos of collaboration and cooperation for food businesses provides opportunities for a shared future where it is implemented. Social implications - A values-based food in tourism system that gives back to communities potentially creates an external environment that better supports small food businesses; however, the place of food in tourism and the food story of Aotearoa New Zealand continues to lack clarity. Originality/value - The exploration of four food businesses in the time of crisis provides new insights into the multidirectional inter-related factors that either drive success or hinder it.