Food consumption sustainability in the tourism industry: a study on stakeholders' beliefs about innovative animal feedings

Purpose – The food tourism sector is increasingly recognized for its considerable ecological impact, yet it also holds significant potential to drive the adoption of sustainable food practices. Processed animal proteins (PAP) derived from insects are being explored as a sustainable alternative in animal feed. Among alternative proteins, products that are processed and familiar in form – such as PAP-fed animal proteins – are more likely to be integrated into tourism offerings with minimal disruption. Design/methodology/approach – This study interviewed 12 experts to explore knowledge, beliefs and perceived risk regarding insect PAPs. Findings – Two dominant and contrasting narratives emerged: the first highlighting insect PAPs' nutritional benefits and sustainability, the other reflecting skepticism especially driven by limited market experience. Results suggests practical implications regarding communication strategies and the integration of AP into hospitality and tourism curricula. Research limitations/implications – Limitations, insights for further research and relevance for the tourism industry are discussed in the article. Originality/value – Stakeholders' beliefs about the use of insect-based processed animal proteins (PAP) in livestock destined for human consumption have been the focus of only limited research.