Gastro-tourism as destination branding in emerging markets.

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

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.

Citation

Williams, H. A., Williams, R. L., & Omar, M. (2014). Gastro-tourism as destination branding in emerging markets. International Journal of Leisure and Tourism Marketing, 4(1), 1-18. https://doi.org/10.1504/IJLTM.2014.059257

• 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