Beating the Pandemic, One Bite at a Time: How the Gastronomy Sector in British Columbia is Forging Its Own Path Forward
This research was conducted during the second COVID-19 lockdown in British Columbia, Canada. Its aim was to reveal the opportunities that emerged for gastronomic experience providers which enabled them to build economic, social, and or environmental resilience during the pandemic. Using
an interpretative, qualitative approach and case study methodology, data were gathered through semistructured interviews. Nineteen responses were collected and reflected the following key findings. First, technology was a primary tool used in paving the way for strategic and operational changes.
Second, expansion into retail as a revenue diversification tool is key to creating sustained economic growth. Finally, the sense of community is at an all-time peak as shown by collaborative spirit, customer loyalty, and philanthropic initiatives across the sector. The findings also suggest
a postpandemic gastronomic scene in British Columbia that is heavily supported by domestic palates, a diversified offering, and pandemic-proof experiences.
Keywords: BRITISH COLUMBIA; COMMUNITY; GASTRONOMY; OPPORTUNITY; RESILIENCE
Document Type: Research Article
Affiliations: School of Tourism Management at Capilano University, North Vancouver, British Columbia, Canada
Publication date: 15 December 2021
This article was made available online on 16 October 2021 as a Fast Track article with title: "Beating the Pandemic, One Bite at a Time: How the Gastronomy Sector in British Columbia is Forging Its Own Path Forward".
- Formerly: Journal of Gastronomy and Tourism.
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