How do different Actors in the Copenhagen Food Scene stage Food to the Public?: How does this contribute to the Food Component of the Tourism Industry?
Translated title
How do different Actors in the Copenhagen Food Scene stage Food to the Public?
Author
Mülbrecht, Michelle Noemi
Term
4. term
Education
Publication year
2023
Abstract
Food tourism is an increasingly important part of destination experiences and economies. This thesis explores how different actors in Copenhagen’s food scene stage food for the public and how these practices contribute to the food component of the tourism industry. Building on a literature review of food tourism, foodie destinations, Danish food culture, sustainability in the New Nordic Cuisine, and influencer marketing, the study applies qualitative methods: semi-structured interviews with stakeholders (food tours, public organizations, private restaurants, and influencers) and netnography. The analysis examines stakeholders’ views of food tourism in Copenhagen, concrete ways of staging food, the role of sustainability, and patterns of collaboration and trust. The findings indicate that while not all stakeholders target tourists directly, they nevertheless influence tourism indirectly. Copenhagen’s diverse food landscape—from small bakeries to Michelin-starred restaurants such as Noma—and visitors’ varied expectations lead actors to stage food in different ways. The city is widely seen as a foodie destination, yet collaboration among actors is not always optimal. The thesis offers insight into how staging practices, sustainability narratives, and word-of-mouth and influencer communication shape Copenhagen’s appeal to visitors.
Madturisme er en stadigt vigtigere del af destinationers oplevelser og økonomi. Denne afhandling undersøger, hvordan forskellige aktører i Københavns madscene iscenesætter mad for offentligheden, og hvordan disse praksisser bidrager til madkomponenten i turismeindustrien. Med afsæt i en litteraturgennemgang om madturisme, foodie-destinationer, dansk madkultur, bæredygtighed i det Nye Nordiske Køkken og influencer-markedsføring anvendes kvalitative metoder: semistrukturerede interviews med interessenter (madture, offentlige organisationer, private restauranter og influencers) samt netnografi. Analysen belyser aktørers syn på madturisme i København, konkrete måder at iscenesætte mad på, bæredygtighedens rolle samt mønstre i samarbejde og tillid. Resultaterne peger på, at selv om ikke alle aktører henvender sig direkte til turister, påvirker de alligevel turismen indirekte. Københavns mangfoldige madlandskab—fra små bagerier til Michelin-restauranter som Noma—og de besøgendes forskellige forventninger gør, at mad iscenesættes på mange måder. Byen betragtes som en foodie-destination, men samarbejdet er ikke altid optimalt. Afhandlingen giver indsigt i, hvordan iscenesættelse, bæredygtighedsfortællinger og mund-til-mund- samt influencer-kommunikation former Københavns tiltrækningskraft for besøgende.
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