Ethnic Food as a Tourism Driver

About the Project

This research focused on the role of ethnic food as a motivator and determinant of destination choice. Key factors such as satisfaction level, similarities and differences between tourist’s demographics and psychographics and the role of the dining experience were also determined. The study compared Montreal and Toronto Chinatown visitors using a survey.

About the Researcher

Dr. Zhen Lu is an Associate Professor at Toronto Metropolitan University. His work focuses on e-procurement, strategic and crisis management in the lodging and tourism industry.