Today, many people prefer to build their lifestyles not on “either/or”, but on “both/and also”. While hi-tech products, such as smart homes and smart phones, increasingly become essential parts of our modernized daily lives, people also become selective in what they consume. Within this context, the first glocal lifestyle arises and it seeks for leading the manufacturer with conscious consumption habits. This newly emerging glocal lifestyle is called Lifestyle of Health and Sustainability (LOHAS). This study is based on the existence of a population embracing LOHAS concept in Turkey, and gastronomy tourism, which is a type of special interest tourism, is considered in order to determine this target audience in terms of tourism. Therefore, Thrace Vineyard Route (TVR) enterprises were selected as samples, which were established in 2013 with the support of Thracian Development Agency (TRAKYAKA). Face-to-face interviews were conducted with people, who were either owner or the managers of eight out of all 12 TVR enterprises. Revealing the customer perceptions of TVR enterprises, their viewpoints, and the place and importance within their locations/whereabouts are among the objectives of this study. The data were evaluated through her hermeneutic research method and descriptive analysis technique. This is a heuristic research, since TVR and LOHAS have never been studied in Turkey before. It was observed at the end of this study that there exists a population embracing LOHAS lifestyle in Turkey, and it was determined that they have demands towards gastronomy tourism and some suggestions were offered through predictions regarding these demands.
Glocal, LOHAS, Thrace Vineyard Route, Gastronomy tourism, Thrace