Taste before you travel: Professor WooMi Jo investigates connection between ethnic cuisine and travel intentions
Tourists contemplate a range of factors when deciding where to travel, and one of the most important considerations is often how they perceive a destination, also known as destination image. Even without visiting a certain city or country, people base their opinions on what they see or hear and, according to School of Hospitality, Food and Tourism Management professor WooMi Jo, what they taste.