Global branding strategy and framework: Exploring the potential of street food as a sustainable livelihood tourism strategy for developing destinations

The most sustainable form of tourism activities is the one directly related to the daily life of locals. Hence the focus of this chapter is on street food. As a lifestyle, and as a tourism experience, street food is presented as a global phenomenon, not only present in major capi¬tals, but also in smaller ones, involving a large number of consumers regional, and internationalization). Having said that, as a tourism activity, street food remains quite vulnerable to external forces such as pandemics. Tourism and street food businesses were severely affected by the COVID-19 crisis due to closures and strict health regulations imposed by national authorities, worldwide. Tourism businesses have applied a wide range of responses, ranging from compliance with health measures to innovation in their services, adoption of new technologies, and the search for new customer segments to regain their customers.