Effects of Food Image on Tourists’ Destination Image and Visit Intention
Effects of Food Image on Tourists’ Destination Image and Visit Intention
ABSTRACT
In Korea, recent trends brand destinations using their regional food, realizing that food reflects a country’s culture and its people. However, theoretical concepts and research are lacking to explain how food images work in branding destination and what their effects are. Therefore, the primary goal of this study is to identify the attributes and impacts of Korean food image on potential tourists’ attitudes and intentions when they visit a destination. The proposed model will test the relationships among destination’s food image, destination image, and tourists’ visit intention. The results of this study will develop theoretical bases for food tourism, showing how regional food contributes to tourism and adds competitiveness to a destination. Also, it will encourage managerial efforts to focus on using food as a branding tool and a benefit for marketers in terms of brand differentiation.
Keywords: food image, destination image, visit intention, Korean food, branding.
INTRODUCTION
As competition has grown among destinations, academics and government officials have focused on branding destinations through positive image building. Just as marketers select consistent brand elements for product identification, unique features are emphasized from a destination’s architecture, culture, food, festivals, history, and natural resources to create desirable perceptions. Recent trend in brand destinations is using regional food, realizing that food reflects a country’s culture and its people. For instance, at the beginning of 2010, the Korean government launched a professional organization to promote its food and announced they are willing to spend more than $90 million on several projects to enhance tourism awareness through food.
Although food is significant in destination branding, supporting theories
ABSTRACT
In Korea, recent trends brand destinations using their regional food, realizing that food reflects a country’s culture and its people. However, theoretical concepts and research are lacking to explain how food images work in branding destination and what their effects are. Therefore, the primary goal of this study is to identify the attributes and impacts of Korean food image on potential tourists’ attitudes and intentions when they visit a destination. The proposed model will test the relationships among destination’s food image, destination image, and tourists’ visit intention. The results of this study will develop theoretical bases for food tourism, showing how regional food contributes to tourism and adds competitiveness to a destination. Also, it will encourage managerial efforts to focus on using food as a branding tool and a benefit for marketers in terms of brand differentiation.
Keywords: food image, destination image, visit intention, Korean food, branding.
INTRODUCTION
As competition has grown among destinations, academics and government officials have focused on branding destinations through positive image building. Just as marketers select consistent brand elements for product identification, unique features are emphasized from a destination’s architecture, culture, food, festivals, history, and natural resources to create desirable perceptions. Recent trend in brand destinations is using regional food, realizing that food reflects a country’s culture and its people. For instance, at the beginning of 2010, the Korean government launched a professional organization to promote its food and announced they are willing to spend more than $90 million on several projects to enhance tourism awareness through food.
Although food is significant in destination branding, supporting theories