Experiential Marketing in Gastronomy Tourism: Innovative Strategies and Emerging Practices

Abstract

This study examines the role of experiential marketing in shaping gastronomy tourism experiences and enhancing destination competitiveness through a systematic literature review of peer-reviewed studies published between 2015 and 2025. Following PRISMA guidelines, the review analyses 52 articles and identifies innovative, multisensory, and participatory practices that foster emotional engagement with local food cultures and support regional development. The review synthesizes research on sensory and emotional engagement, authenticity and cultural identity, and innovation through co-creation and sustainability. The thematic synthesis identifies three main themes - sensory and emotional engagement, authenticity and cultural identity, and innovation through co-creation and sustainability - shaping contemporary gastronomy tourism experiences. The findings show that experiential marketing can enhance tourist satisfaction, strengthen stakeholder collaboration, and support sustainable and competitive destination branding in hospitality and tourism.