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Gastro-tourism as destination branding in emerging markets.

Williams, Helena A; Williams, Robert L; Omar, Maktoba

Authors

Helena A Williams

Robert L Williams

Maktoba Omar



Abstract

Food related gastro-tourism refers to the pursuit of appealing, authentic, memorable culinary experiences of all kinds, while traveling internationally, regionally or even locally. For gastro-tourists, food is the focus and the motivation for the travel. In developed countries the gastro-tourism business is booming and has become one of the most dynamic and creative segments of tourism, attracting billions of tourists worldwide. Destination brand strategy is defined as “a plan for defining the most realistic, most competitive, and most compelling strategic reason for the country, region, or city” (Anholt, 2004). Gastro-Tourism can be a driver of destination choice, especially for emerging markets. This paper defines Gastro Destination Branding, and introduces and discusses a conceptual Gastro-Tourism Destination Identity process model to assist various towns, cities, regions and countries to maximize the potential of the growing gastro-tourism market through effective use of destination branding.

Journal Article Type Article
Online Publication Date Feb 11, 2014
Publication Date 2014
Deposit Date Jun 8, 2015
Publicly Available Date Jun 8, 2015
Journal International Journal of Leisure and Tourism Marketing
Print ISSN 1757-5567
Electronic ISSN 1757-5575
Publisher Inderscience
Peer Reviewed Peer Reviewed
Volume 4
Issue 1
Pages 1-18
DOI https://doi.org/10.1504/IJLTM.2014.059257
Keywords destination branding; gastro-tourism; gastro experiences; emerging markets; culinary tourism; food tourism; place branding; gastronomic destination branding; culinary experiences; infrastructure elements; home-grown resources; shared brand promises; feedb
Public URL http://researchrepository.napier.ac.uk/id/eprint/8585
Publisher URL http://dx.doi.org/10.1504/IJLTM.2014.059257
Contract Date Jun 8, 2015

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