Promotion of local food as tourism product in the Cape Coast Metropolis: An explorative research

Abstract

The increasing interest in unique and authentic travel experiences has contributed to the growth of culinary tourism within the tourism industry. The study uses the cultural exchange theory to explain the important role of culinary experiences and development of culinary tourism. This study seeks to explore how local cuisines could be promoted as part of the tourism offerings of Cape Coast to boost tourism and local economic development. Specifically, the study explores the significance of food tourism to Cape Coast and investigates the role of local food establishments in enhancing the tourism appeal. To achieve the objectives of the study, qualitative research approach/design was adopted. The exploratory study design and purposive sampling technique were adopted for the study. Thirty-one respondents comprising tourists, traditional catering homes and restaurant operators were interviewed using the interview guide. The study found that food establishments, including restaurants, food vendors, and food markets, play a crucial role in enhancing the tourism appeal of Cape Coast. In that, local food serves as a gateway to the local culture and some food enthusiasts visit Cape Coast because of the nice local cuisines served at local food establishments. It is recommended that the Ghana Tourism Authority and tour operators in Cape Coast should make conscious efforts to promote the different and unique Cape Coast cuisines as part of the tourism products to attract tourists who are interested in food offerings.

1. Introduction

Food tourism has become a significant driver of travel experiences and economic growth globally [1]. indicate that the increasing interest in unique and authentic travel experiences has promoted the growth of this sector within the tourism industry. This trend does not only attract tourists but also stimulates local economies in various ways [2,3]. [2] emphasise that one crucial aspect of food tourism is its ability to showcase local cuisine through events, festivals, and culinary tours. Such experiences provide tourists with immersive opportunities to engage with the local culture and traditions [5]. Moreover [4], indicate that the promotion of regional food producers, does not only enhance the authenticity of the culinary experience but also contributes to the economic growth of local communities.

It must be noted that Italy stands out as a prime example of a country renowned for its culinary offerings and food tourism experiences [5,6]. Italy attracts food enthusiasts from around the world with its diverse and flavourful cuisine, including iconic dishes like pasta, pizza, and gelato [5]. For example, cities like Rome, Florence, and Bologna enhance the food tourism experience with their vibrant food markets, cooking classes, and traditional trattorias [7,8]. Similarly [9], notes that French cuisines are renowned for its emphasis on fresh ingredients and culinary technique. It makes France a prominent destination for food tourism. Furthermore [9], explains that Paris stands out as a culinary Mecca with its Michelin-starred restaurants and charming patisseries. Regions like Provence, Burgundy, and Lyon offer distinct culinary traditions to explore. According to Ref. [10], Thailand's vibrant and aromatic cuisine is another magnet for food tourism. Street food culture, epitomised by dishes like Pad Thai and Green Curry, thrives in bustling markets and roadside stalls across the country. It is worthy to note that Bangkok, Chiang Mai, and Phuket emerge as key destinations for culinary adventures [11,12].

In addition [13,14], indicate that Spanish cuisine's diversity and regional specialties, including tapas, paella, and jamón ibérico, attract food enthusiasts worldwide [13]. indicate that cities like Barcelona, Madrid, and San Sebastian offer a rich tapestry of culinary experiences, ranging from traditional markets to Michelin-starred restaurants [13]. According to Ref. [15], food tourism drives the development of food-related infrastructure and services. Investments in culinary schools, food festivals, and guided food tours do not only enhance the visitor experience but also create educational and employment opportunities within the local community [15]. [16] emphasise the broader economic impact of food tourism, citing increased demand for accommodations, transportation services, and locally sourced ingredients [17]. argue that this “farm-to-fork” approach fosters sustainable agricultural practices, supports local farmers, and contributes to the holistic development of the region's economy. In essence, food tourism does not only tantalise taste buds but also serves as a catalyst for economic growth, cultural exchange, and sustainable development in destinations around the world [17].

Furthermore [17], indicate that food tourism attracts not only culinary enthusiasts but also a wide variety of tourists, highlighting its broad appeal. As a vital part of destination marketing strategies, it significantly boosts local economies by drawing visitors eager to experience regional flavors and culture. The potential of food tourism to foster cultural exchange and understanding between tourists and locals is evident in destinations worldwide. Moreover [17], highlight how experiencing local cuisine provides insights into cultural values, history, and traditions, promoting tolerance and appreciation of diversity. However, some destinations, like Cape Coast in Ghana, have not fully capitalised on the promotion of their culinary heritage within the tourism industry. Cape Coast has rich cultural heritage and its historical significance attract numerous tourists annually, contributing to the local economy [4,18]. Yet, the potential of food tourism remains largely untapped. With its seafood delicacies and traditional dishes like etsew, fante fante, banku and fufu, Cape Coast possesses a wealth of culinary offerings waiting to be explored by tourists [2].

Promoting food tourism in Cape Coast can enhance the overall tourist experience and boost tourism revenue [2]. indicate that by showcasing unique culinary offerings and engaging tourists in immersive food-related activities such as cooking classes and food tours, the destination can attract a niche segment of travellers seeking authentic experiences. Moreover, empowering local food producers, vendors, and restaurateurs through food tourism initiatives can drive socioeconomic development within the Cape Coast Metropolis [2]. This study, therefore, seeks to explore how local food could be promoted as part of the tourism offerings of Cape Coast to boost tourism and local economic development. Specifically, the study explores the significance of food tourism to Cape Coast and investigates the role of local food establishments, such as restaurants, street food vendors, and food markets, in enhancing the tourism appeal of Cape Coast Metropolis. It also analyses the challenges associated with food tourism development in Cape Coast. The study answers the questions; what is the significance of food tourism to Cape Coast, the role of local food establishments and the challenges associated with food tourism development in Cape Coast.

2. Theoretical review

This study is underpinned by the cultural exchange theory and explores how tourism facilitates encounters between tourists and locals, facilitating the cross-border transmission of cultures [19]. The theory is particularly relevant in understanding how culinary tourism contributes to both cultural exchange and the stimulation of local economies. It also explains the contribution of culinary tourism to the stimulation of the local economy [19]. Food is seen as a universal language that has the potential to allow travellers to immerse themselves in the local culture. As indicated earlier, food tourism does not only appeal to food enthusiasts and connoisseurs who travel solely for culinary exploration but also to tourists who incorporate food experiences into their itineraries. Food tourism, thus, allows tourists to gain a deeper knowledge and understanding of a destination's culture through its different cuisine offerings. This is achieved through tasting local dishes, participating in cooking classes, or visiting food markets [20].

Furthermore, culinary has a unique ability to bring people together. In food tourism, interactions with locals, chefs, and fellow travellers often occur around the dining table, fostering cross-cultural connections and dialogue [20]. These interpersonal exchanges facilitate the sharing of culinary knowledge, stories, and customs, enriching the travel experience for both visitors and hosts. In addition, food tourism allows the transmission of food preparation, consumption, and other culinary practices of different destinations across [20]. It is worthy of note that some travellers may return home with new recipes, cooking techniques, or food-related traditions learned during their journey, thus contributing to the globalisation of culinary culture [20].

According to Ref. [21], Mexican food, for example, has been used to drive its international diplomacy. This has promoted Mexican image among the international community. Mexico has therefore, been recognised by the United Nations Education Scientific and Cultural Organisation (UNESCO) for its food [21]. adds that dishes like tacos have been adapted and transformed in various cultural contexts highlighting the role of tourism in cultural exchange, globalisation and local economic development. Similarly [22], indicates that food is a powerful cultural symbol and plays a crucial role in the preservation of culture and traditions of a group of people. It must be noted that food choices reflect identity of a people, social status, ethnicity, and their cultural heritage [22]. [23] underscores the importance of food in cultural exchange and identity formation. According to Ref. [23], food tourism facilitates cultural exchange and provides tourists with opportunities to understand and appreciate different cultures. Visitors are, therefore, provided with the opportunities to engage with local food traditions and practices [23].

3. Conceptual issues

3.1. Definition of food tourism

First of all [24], note that food is an essential component for the sustenance of all living organisms. In recent years, there has been a growing convergence between tourism, cuisine, and food preferences, as destinations strive to gain a competitive edge in the global marketplace. According to Ref. [25], this development led to the rise of food tourism. Food tourism has, therefore, garnered growing interest in recent years. Local produce tends to be more appealing to tourists. In addition [26], notes that local food plays an important role in the sustainable tourism experience. This is because it appeals to the visitors’ desire for authenticity. Also [26], indicates that tourists are increasingly seeking out authentic experiences, and that local food can provide a window into the culture and heritage of a place.

Furthermore [27], argue that local food environments have a significant impact on the health and well-being of local communities. It must be emphasized that the local food environment is the physical and social surroundings within which people make decisions about food [27]. According to Ref. [28], the profound connection between food and its place of origin, locations can effectively promote their distinctiveness by emphasising their culinary offerings. This strategy is particularly appealing to travellers who seek a more intimate and immersive experience. These travellers strive to establish a deeper connection with their destination through its diverse sensations. According to the [29], many nations have actively participated in this form of tourism, as each country possesses a distinct culinary offerings and customary gastronomic delights.

Food tourism, alternatively refers to as culinary tourism or gastronomic tourism [30]. It is a distinct and specialised genre of travel that centers on the deliberate pursuit and appreciation of distinctive food and beverage encounters [30] The phenomenon under consideration pertains to individuals who embark on journeys with the specific intention of actively pursuing and partaking in gastronomic experiences. According to Ref. [31], these experiences encompass a wide range of activities, including but not limited to sampling indigenous cuisine, exploring local food markets, enrolling in culinary courses, or patronising esteemed dining establishments. It includes the entirety of the procedure, beginning with the creation of food and continuing all the way through its consumption [31]. According to Ref. [30], the term “culinary tourism” can have different meanings, one popular interpretation is that it refers to an individual's search for unique, unforgettable, and genuine dining experiences.

Also [32], defines culinary tourism as a process that is launched by individuals to discover and study the culture and history of a destination through the location's cuisine traditions and events associated with the creation of memorable experiences. According to Ref. [33], the term “culinary tourism” refers to the visitation to primary and secondary food producers, food festivals, restaurants, and specific locations for which food and tasting and/or experiencing the attributes of a specialist food production region are available. It is worthy of note that [34] places emphasis on the cultural aspect of culinary tourism due to the fact that tourists are able to experience and learn about different cultures through the act of eating local foods and beverages. Furthermore, gastronomic tourism entails travellers integrating themselves into a new culture or location by experiencing the food culture of the destination they are visiting [35]. [36] indicate that there are different types of food tourism. Similarly [37,38], contend that visitors to a destination have varying reasons for participating in food-related tourism activities and perspectives regarding those activities.

According to Ref. [38], there are three primary profiles of culinary tourists that may be classified according to their interest in food. The first profile is an occasional culinary tourist who can participate in culinary food activities. The second profile is a culinary tourist who travels frequently. However, these activities are not the primary motivation for these tourists. There are also culinary tourists who place emphasis on authenticity and embeddedness in the local culture and will choose a destination based on both the cultural and culinary aspects it represents. Finally, there is the gourmet tourists who will organise their travel based on the selection of a limited number of internationally renowned restaurants and places [38].

4. Types of food tourism

Food tourism encompasses a variety of experiences and activities that cater to different interests and preferences of travellers [36]. Food tourism can be categorised into various types based on the specific aspects of culinary exploration. For example, Agritourism encompasses the practice of engaging in visits to farms, ranches, and other agricultural establishments. The purpose of this is gaining direct exposure to the various stages involved in the production of food and beverages [39]. Agritourism encompasses a range of activities including fruit-picking, farm tours, cheese-making classes, and farm-to-table eating experiences [40]. Agritourism extends its scope beyond agricultural landscapes in order to enhance the gastronomic experience [41].

According to Ref. [41] travel enthusiasts partake in farm-to-table gastronomic experiences, relishing in the consumption of culinary creations meticulously prepared with the same materials they have personally procured. Cooking workshops provide valuable knowledge regarding traditional recipes, incorporating cultural context into each culinary experience. In addition [42], indicates that the interaction between tourists and farmers in cultural exchange serves to enhance comprehension and foster stronger connections within communities. Agritourism assumes a crucial function in the preservation of rural livelihoods and heritage [43]. In addition, gastronomic festivals celebrate local and international cuisines and highlight the culinary diversity of a region [44]. These festivals feature food stalls, cooking demonstrations, competitions, and cultural performances, providing a vibrant atmosphere for food enthusiasts to indulge in various culinary delights [45].

Furthermore [46], adds that wine and vineyard tourism is a subset of culinary tourism that focus on traveling to wineries, regions, and vineyards to learn about the making of wine. It also includes learning about how to taste it, and how to pair it with other wines. It offers insights into the art of winemaking and the unique characteristics of different wine varieties. Wine tourism entails the act of visiting vineyards, wineries, and wine-producing regions. The purpose of this is to explore the intricate process of winemaking and engaging in the sensory experience of wine tasting [45].

Moreover [45], explain that farm-to-table activities like visiting organic farms, foraging for ingredients, and preparing meals with local products are all examples of farm-to-table activities that are part of food tourism [45]. add that farm-to-table activities emphasise the connection between food, sustainability, and the environment. This wide audience provides destinations with an opportunity to diversify their tourism offerings and attract a larger visitor base. The impact of food tourism on local economies can be substantial [47]. state that food tourism generates revenue and employment opportunities within the destination by promoting local food and beverage businesses, including restaurants, food markets, farms, wineries, and breweries. This supports the growth and sustainability of these local industries, often leading to the expansion of culinary businesses, the creation of new jobs, and the preservation of food-related traditions and practices [48].

It must be noted that gastronomic festivals are dynamic events that showcase a rich assortment of flavours, fragrances, and ethnic customs [20]. According to Ref. [20], the festivals serve as a lively tribute to the creativity of cuisine that extends beyond basic nourishment. These vibrant social events serve as a platform for both local residents and tourists. The events foster a sense of unity through their mutual appreciation for culinary delights, communal engagement, and the pleasure derived from indulgence [20]. Furthermore [20], indicates that gastronomic festivals encompass a harmonious blend of flavours, serving as a means to delve into cultural traditions and exemplify the ability of food to establish meaningful bonds and foster enduring recollections [20]. It must be noted that gastronomic festivals transcend mere social gatherings. They provide participants with immersive experiences that transport them into a realm of culinary delights. According to Refs. [49,50], individuals visiting the establishment are provided with the chance to experience a wide variety of culinary offerings. This encompasses both traditional favourites and novel inventions, within a vibrant and energetic environment. Gastronomic festivals, therefore, serve as platforms for highlighting the culinary offers of a particular area and have the potential to become distinctive attractions [49].

5. Characteristics of food tourism

The presence of indigenous cuisine and opportunities for gastronomic exploration significantly influence the appeal of a destination for tourists [51]. The unique flavors, customs, and cultural legacy associated with local culinary practices can attract individuals seeking authentic and immersive experiences. Engaging in culinary experiences enables tourists to deeply connect with the local culture, fostering genuine interactions with the destination and its inhabitants [52]. Culinary tourism provides travellers with remarkable and immersive encounters that engage multiple sensory faculties [1]. explains that the sensory attributes of indigenous culinary creations, including flavors, fragrances, textures, and visual appeal, play a crucial role in creating enduring memories for travellers.

In addition [1], notes that utilising local food can provide a distinct advantage by differentiating a destination from its competitors and contributing to the development of a unique cultural character [47]. add that culinary tourism also fosters economic development by generating financial resources for local enterprises such as restaurants, marketplaces, and food producers, as well as interconnected industries like hotels, transportation, and agriculture. Furthermore, the inclusion of local cuisine shapes the overall perception and branding of a destination, enhancing its reputation and visibility in the tourism industry [41].

It must be noted that highlighting local foods and adopting sustainable food practices align with the principles of responsible tourism [53]. These efforts support local ecosystems, lower carbon footprints, and encourage ethical sourcing, fostering a more sustainable tourism model. In summary, culinary tourism does not only offer travellers authentic and memorable experiences, but also contributes to economic development, cultural identity, and sustainability of destinations [50]. indicates that destinations can differentiate themselves, attract tourists, and foster responsible tourism practices by showcasing indigenous culinary traditions.

6. Promotion of food tourism

The promotion of food tourism, a fusion of culinary exploration and travel, offers an enticing journey that stimulates both the palate and the spirit [54]. This endeavor involves strategically showcasing a location's culinary fabric through well-designed campaigns, events, and collaborations to create an alluring expedition [54]. [32] indicates that narrative construction plays a pivotal role in successful culinary tourism advertising [32]. adds that destination marketing organisations (DMOs) employ storytelling techniques to convey the intrinsic culinary legacy of a destination. Tales crafted in promotional efforts evoke emotional responses, anticipation, and curiosity, enticing individuals to embark on a culinary journey [53]. Food festivals and culinary events serve as effective platforms for promoting food tourism by highlighting regional gastronomy, culinary customs, and innovative culinary endeavors [41]. According to Ref. [50], these events generate curiosity among local and foreign audiences by showcasing a diverse range of flavors and experiences.

It is worthy of note that partnerships with local chefs, food artisans, and restaurateurs enhance the authenticity of food tourism advertising, bringing vital experience, creativity, and personality to marketing efforts [55]. Additionally [55], indicate that collaborations with chefs establish a concrete connection between a destination and the artistic elements of its culinary scene, enriching the overall promotion of food tourism. The promotion of food tourism requires a seamless integration of creativity, cultural elements, and gastronomic experiences [32,54].

Moreover [55], add that destinations employ various strategies to curate gastronomic experiences that resonate deeply with the preferences and appetites of travelers. These strategies include developing captivating storylines, fostering collaborations, and leveraging digital platforms [55]. [56] indicate that through the indulgence of each palatable morsel and the captivating engagement it offers, the promotion of food tourism has the power to transform ordinary tourists into enthusiastic connoisseurs of gastronomy. This enriches their travel experiences and foster a deeper connection with a destination's culinary heritage as espoused in the cultural exchange theory.

Several themes have been reviewed in relation to food tourism for this study. What makes this research unique is the focus on Cape Coast, Ghana. This adds to the literature by providing insights into food tourism within a specific geographic context. It must be noted that food tourism is a well-studied phenomenon globally but there exist limited research specifically addressing this aspect in Cape Coast. Also, the study identifies unique local cuisines of Cape Coast, such as “fante fante” “etsew”, “banku” and “oguaa jollof,” suggesting that these culinary offerings may serve as attractions for tourists. This emphasis on local gastronomy contributes to the literature by highlighting the significance of indigenous food cultures in driving tourism development.

In addition, the study sheds light on the importance of local businesses in shaping the food tourism landscape. This aspect adds depth to the literature by examining the contributions of micro-level actors to the development of culinary tourism and the promotion of destinations. Finally, the study identifies challenges related to health, safety, and licensing regulations in promoting food tourism. Recommendations for addressing these challenges, such as marketing campaigns, educational programmes, and collaboration between stakeholders, offer practical insights for tourism authorities and businesses. This focus on actionable recommendations enhances the practical relevance of the study within the literature on destination management and marketing.

7. Research methodology

The study uses the qualitative method of research and employs the exploratory study design. Qualitative research is an approach that seeks to understand, interpret, and explore social phenomena in their natural context [57,58]. It is often used when the researcher aims to gain an in-depth understanding of the underlying reasons, motivations, and perspectives of individuals or groups [59]. According to Refs. [57,60]), an exploratory study design is a research approach used to investigate a research question or phenomenon where there is limited existing information or prior knowledge. The primary purpose of an exploratory study is to gain insights and provide a foundation for more in-depth research in the future [58].

The researchers interviewed thirty-one (31) respondents who were aged between 20 and 60 years. The respondents were drawn from restaurant operators, traditional catering homes (chop bars), local and foreign tourists. In selecting a sample for this study, the non-probability or non-random sampling technique was employed in data gathering. This is because, the study is not interested in large numbers and generalising the results of the study [58,61]. The respondents for this study were, therefore, chosen purposively by a careful examination of multiple criteria, such as knowledge about the subject and the intention to ensure a sufficient level of diversity within the sample [62].

Purposive sampling is a technique in qualitative research, which is employed with the aim of attaining an in-depth comprehension of a certain phenomenon or a targeted population. Some advantages of purposive sampling are that, data can be collected from specific groups of people who have unique experiences about a particular phenomenon or group of people [58]. On the other hand, this sample is unsuitable for drawing inferences about the entire population [63]. After speaking with 31 respondents, the researchers ceased the collection of data when it became saturated in accordance with rules in theoretical sampling technique [59]. Therefore, a sample size of 31 individuals was deemed appropriate for conducting this qualitative study. Data was collected through the use of interview guide. An interview guide is a formalised document that facilitates the systematic organisation and execution of candidate interviews within organisations [58]. Data from the fieldwork was analysed manually after they were sorted and grouped into themes. Table 1 below shows a breakdown of the total number of people interviewed for the study.

Table 1.

Sample distribution.

Category of Respondents	Sample
Local food operators	16
Foreign Tourists	6
Domestic Tourists	9
Total	31

Source: Field Survey, Ashie & Yeboah, 2023.

8. Results and discussions

8.1. Significance of food tourism to Cape Coast

Food or culinary offering is one of the things that attract tourist to Cape Coast. All the 31 respondents interviewed for the study highlighted the significance of gastronomy in relation to the overall efficacy of tourism visits to Cape Coast. The act of consuming food is widely recognised as a fundamental element of the cultural encounter, aligning with the established traditions and historical background of the city. Some respondents indicated that “food undoubtedly plays a key role in the promotion of tourism in Cape Coast, as it serves as a gateway to the local culture. Food is an important driver in the tourism promotion efforts of Cape Coast since it provides visitors with a genuine taste of the local culture. Some of us visit Cape Coast because of the nice cuisines”.

Some of the culinary offerings identified in Cape Coast include etsew with smoked fish, fante fante, fufu, red-red and light soup, banku and tilapia, and jollof rice complemented by tilapia (Oguaa Jollof). These culinary creations exemplify the amalgamation of conventional and modern methodologies in the realm of gastronomy. The debate between Ghana and Nigeria with regard to who cooks the best jollof also entices tourists to have a taste of the Ghanaian jollof. One restaurant operator remarked, “tourists often relish dishes like fante fante, red-red, banku and tilapia, and fufu with light soup. Fante fante, jollof rice, and groundnut soup are frequent favourites among travellers.’

From the above, it is evident that some tourists visit Cape Coast because of its food offerings even though culinary tourism has not been deliberately promoted as one of the tourism products in Cape Coast. This study aligns with the findings of [2,55]. [2], argue that tourists perceive the consumption of local cuisine as a novel experience that facilitates the acquisition of information and cultural capital [50]. add that food remains an integral element of tourism experiences and a matter of significance for several travellers. The phenomenon has also been acknowledged as a draw for clientele in diverse locales, serving as a means of generating money for both residents and the local economy.

Tourists visiting Cape Coast for its culinary offerings engage in cultural exchange by interacting with the local cuisine, learning about culinary traditions, fostering mutual appreciation, transmitting culinary culture, and strengthening cultural bonds. These interactions exemplify the principles of cultural exchange theory and contribute to a deeper understanding and appreciation of Cape Coast's cultural heritage. For example, by sampling traditional dishes like etsew, fante fante, banku, red-red and jollof rice, tourists immerse themselves in the culinary heritage of the region. Tourists, therefore, acquire knowledge about the culinary traditions, ingredients, and cooking techniques that are unique to Cape Coast.

9. Role of local food establishments in enhancing food tourism appeal of Cape Coast

The various instances showcased, including food festivals, culinary events, and food bazaars, effectively emphasise the significance of food in providing visitors with immersive experiences. These foster a more profound connection to the culture of Cape Coast. According to a respondent “restaurants in Cape Coast have played a major role in making it a popular destination for foodies. They are dedicated to preserving local traditions and maintaining high-quality standards”. Another respondent emphasized “myself and some few colleagues were contacted to prepare local/traditional food for a food bazaar that was held at CNC, Cape Coast. Trust me, it was a marvellous event. The people present especially foreigners were surprised about the fact that some of the food they tasted exists”.

The burgeoning recognition of Cape Coast as a prominent hub for culinary tourism may be mostly attributed to the significant contributions made by the indigenous restaurants and dining establishments in the area. The repeated emphasis on their commitment to authenticity and adherence to rigorous quality standards is particularly noteworthy within the remarks. A respondent stated that ‘local food establishments have been instrumental in making Cape Coast an appealing tourism destination through their dedication to authenticity. ‘Local restaurants have played a pivotal role in Cape Coast's ascent to prominence as the desired tourism destination in Ghana by diligently maintaining the city's reputation as a unique destination for travellers”. It must be noted that the food industry/restaurants employ a lot of the youth in Cape Coast contributing to local economic development.

This finding supports the study of [26,27]. [27] argue that local food plays an important role in the sustainable tourism experience. This is because it appeals to the visitor's desire for authenticity [26]. adds that tourists are increasingly seeking out authentic experiences, and that local food can provide a window into the culture and heritage of a place. This finding is relevant to the cultural exchange theory which posits that interactions between individuals from different cultural backgrounds lead to the transmission of cultures across borders and foster mutual understanding and appreciation of diversity. In the context of Cape Coast, tourists visiting the region for its culinary offerings engage in a form of cultural exchange. They interact with the local culture through the act of dining and exploring culinary traditions. They therefore, experience firsthand the cultural heritage and customs of the community. The availability of diverse and authentic local cuisine reflects the cultural richness of Cape Coast, providing tourists with a window into the region's cultural identity.

10. Challenges associated with food tourism development in Cape Coast

First, regulatory frameworks and operational logistics impact both tourists and restaurant operators. Tourists look for transparency and efficiency in these areas to have a seamless dining experience. At the same time, restaurant operators must navigate and adapt to regulatory requirements and manage operational logistics effectively to provide top-notch service to their customers. According to a respondent, “the general dining experience can be affected by operational logistics in restaurants, such as how reservations work, how long you have to wait, and where you sit. When I'm eager to try new foods and see what the area has to offer, long wait times or jumbled seating can be disheartening. For a smooth and enjoyable dining experience, operational processes must work well”.

Another respondent who is a food operator intimated “following the local rules for health, safety, and licenses is not only the law, but also the right thing to do to protect customers' health. But it can be hard and sometimes expensive to find your way through rules that are complicated and change all the time. To meet these needs, it's important to stay up to date, change with the times, and find ways to keep quality and safety high.’ In addition, one of the challenges is maintaining a constant level of food quality. Adhering to food safety regulations, and effectively addressing regulatory issues are frequently encountered challenges. The importance of these findings lies in the continuous requirement for support and progress within the sector. According to a restaurant operator, making sure that the quality of food stays good and following all the rules about food safety are both hard things to do. Tourists have diverse food preferences, and Cape Coast's traditional cuisine, while rich and flavourful, may not cater to all tastes. Some tourists might be hesitant to try new and unfamiliar dishes. Collaboration with other operators are required to be able to serve tourists well.

This finding corroborates the work of [64]) [64]. note that regulatory and logistical issues can be overcome through collaboration and cooperation among restaurants and other food-related businesses. By working together, restaurants can develop best practices for operational logistics and share information about regulatory compliance. This can help to improve the dining experience for tourists and make it easier for restaurants to operate in a compliant manner. For example, creative food clusters can help restaurants share best practices for food quality and safety, and they can also help restaurants develop menus that cater to various food preferences. In terms of theory, the cultural exchange theory explains that efficient regulatory frameworks and operational logistics are critical in fostering positive and meaningful cultural interactions. By ensuring that dining experiences are smooth and enjoyable, these systems enable tourists to fully engage with and appreciate the local culture, while also supporting the economic and cultural sustainability of the local culinary scene.

11. Conclusion

In summary, the study recognizes Cape Coast's culinary traditions as a multifaceted fusion of diverse food influences, reflecting the region's rich historical heritage. The study found that some people, therefore, visit Cape Coast because of the unique cuisines. Local food establishments, including restaurants, street food vendors, and food markets, play a crucial role in enhancing the tourism appeal of Cape Coast. The study also found that the complexity of adhering to health, safety, and licensing regulations was the main challenge in the promotion of food tourism. Collaboration among key stakeholders was identified as a key factor in overcoming challenges and improving the overall dining experience for tourists.

Despite the fact that Cape Coast has not been intentional or deliberate in promoting culinary tourism, visitors are attracted to the local cuisines such as fante fante, etsew, banku, red-red and oguaa jollof. This reflects an interest in experiencing and engaging with the local culture through food, which is a fundamental aspect of cultural exchange theory. Furthermore, the role of restaurants and traditional food establishments as key promoters of tourism in Cape Coast underscores the cultural exchange aspect.

These establishments serve as gateways to the local culture, providing visitors with opportunities to taste and learn about authentic Ghanaian cuisine. Through these culinary experiences, tourists engage in cultural exchanges with locals, gaining insights into the region's heritage, traditions, and way of life as explained by the cultural exchange theory.

Additionally, the challenges related to health, safety, and licensing regulations in promoting food tourism highlight the dynamic nature of cultural exchange. As regulations are navigated and addressed, stakeholders must balance the preservation of cultural authenticity with the implementation of necessary standards, reflecting an ongoing exchange of ideas and practices between different cultural perspectives. Overall, the promotion of food tourism in Cape Coast will not only enrich tourists' experiences but also facilitates cultural exchange by allowing for meaningful interactions between visitors and locals, contributing to mutual understanding and appreciation across cultural boundaries. Finally, culinary tourism has the prospect of boosting local economic development through job creation and income generation.

It is recommended that the Ghana Tourism Authority (GTA) and tour operators should make conscious efforts to promote the different and unique Cape Coast cuisines as a tourism product/attraction to attract tourists who are interested in food offerings. Stakeholders should work on marketing campaigns to promote Cape Coast's unique culinary offerings. This could involve organising food festivals and events, developing educational programmes on local cuisine, and supporting initiatives to preserve traditional recipes and cooking methods. In addition, there should be a collaboration between local eateries, government agencies, and other stakeholders in marketing food as a tourism product. This could involve organising regular workshops, and developing joint marketing and promotional initiatives. Furthermore, the challenges in the promotion of food tourism could be addressed by food venders through maintaining food quality, and adhering to safety regulations. Catering to diverse tourist preferences could be addressed through collaborative efforts, training initiatives, and streamlined regulations.

GTA should simplify rules and operational procedures for local food tourism businesses. This could involve streamlining inspection processes, and providing clearer guidance on compliance requirements. Furthermore, it is recommended that further studies be carried out on the different marketing strategies/campaigns that can be used in the promotion of the unique culinary offerings in Cape Coast. Finally, based on the qualitative methodology employed for this study, it must be noted that the study cannot be generalised. Results can therefore, be contextualised.

12. Theoretical and practical implications of the study

As indicated earlier, food reflects the cultural identity of a group of people. Culinary experiences and understanding of local cuisines promote cross-cultural exchange underpinned in the cultural exchange theory. This study seeks to deepen theoretical understanding of the important role food plays in tourism development and cultural exchange. Knowledge of the diverse culinary offering is important for travel and tourism decision making. Food therefore, allows the international community to appreciate diverse culinary traditions and their cultural significance. In addition, this study highlights the promotion of the different cuisines of Cape Coast. This can significantly contribute to local economic development by attracting international tourists, creating jobs, and supporting local businesses. In essence, food tourism serves as a catalyst for economic growth, cultural exchange, and sustainable development. This is beneficial to both the environment, tourists and local communities. The study highlights major cuisines in Cape Coast and this will serve as a guide for international tourists who are interested in food tourism.

CRediT authorship contribution statement

Richmond Yeboah: Writing – review & editing, Validation, Supervision, Methodology, Investigation, Formal analysis, Conceptualization. Diana Ashie: Writing – original draft, Project administration, Methodology, Investigation, Data curation, Conceptualization.

Ethics and consent section

We wish to confirm that this paper did not require ethical clearance because it did not involve sensitive and private data. Verbal consent was obtained from all participants who take part in this study prior to data collection. Consent was obtained from all participants when they agreed to answer the interview questions. Participants indicated that they were more comfortable with verbal consent because written consent may compromise anonymity and confidentiality of information provided.

Data availability statement

Data included in the manuscript.

Declaration of competing interest

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

Appendix A. Supplementary data

The following is the Supplementary data to this article: