Chapter 4: Conceptualizing festival-based culinary tourism in rural destinations
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Date
2008
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge
Abstract
Destination branding is a powerful marketing resource used to
differentiate one location from another ( Cai, 2002 ; Kotler and
Gertner, 2002 ). Successful destination branding must incorporate
various elements of a destination to portray a unique and
positive image to attract tourists. Festivals staged in rural areas
can utilize a destination branding strategy to differentiate their
location. Festivals often include food and food related elements
as unique regional celebration of culture. Cultural significance
combined with food at festivals and implemented as a branding
strategy will form a powerful emotional connection with a destination.
Experiencing food and food related elements at a destination
can be defined as culinary tourism. It is known that the
sharing of food also elicits an emotional response and a sense of
an identity with place ( Visser, 1991 ; Bessiere, 2001 ; Long, 2004 ).
The use of food and food related elements in destination branding
materials will not only evoke a positive response to a destination,
but also invoke an emotional identification with the
food image affirming a positive response to a destination.
Description
Food and Wine Festivals and Events Around the World: Development, Management and Markets; Routledge, 2008
Keywords
Conceptualizing festival-based culinary tourism in rural destinations