Feeding a tourism boom: changing food practices and systems of provision in Hoi An, Vietnam

While food studies have increasingly gone beyond the “Western” experience in food globalization processes, research on food and tourism has often prioritized the (Western) tourist’s gaze. In the literature on food and tourism in Asia, little attention has been given to the experiences of host populations. Responding to this lacuna in the literature, this paper analyses how a tourism boom is fed and how tourism-driven “foodway encounters” shape food practices and systems of provision. Focusing on the major tourism transformations seen in the UNESCO World Heritage Site of Hoi An, Vietnam, over the past decades, we study how hosts approach tourists’ demand for both comfort food from home and new food experiences that are simultaneously “authentic” and safe. We analyze how both Vietnamese and foreign hosts seek to understand, influence and adapt to the culinary preferences of visitors, and how they develop the necessary skills to do so. Furthermore, since feeding tourists often requires a wide range of food traditionally unavailable or uncommon in Hoi An, we analyze how hosts acquire the ingredients necessary for changing food practices and how systems of provision both shape and take shape through the process of catering to the particularities of touristy foodways.