Food, glorious food! The intersection of food cultures and creative tourism in Brunei

• Purpose: The purpose of this research is to apply the theoretical frameworks of Resource

Based View and Social Creativity to elucidate insights related to food cultures and

creative tourism in the context of Brunei. This addresses an important gap in the

literature to unpack how food cultures and creative tourism can become a vehicle for the

diversification of a country’s reliance on oil and gas as primary industries.

• Design/methodology/approach: A case study approach was taken in this research,

utilising both primary and secondary data such as social media posts, media reports and

semi-structured interviews to shed light on an emerging niche market in Brunei tourism.

• Findings: The research revealed the entrepreneurial mindset of local food chefs and

enthusiasts in showcasing Bruneian heritage and cultures supported by government

campaigns and technological advances. This lends further evidence that food cultures

and creative tourism can be a lever for a national economic diversification strategy and

can be validated elsewhere.

• Originality/Value: This is one of the first studies to investigate the intersection of the

Resource Based View and Social Creativity to advance theory and practice of tourism in

South East Asia.