This study addresses the conceptualization of food image and examines the role food and cuisine play in the formation of destination brand image. By tracing the destination branding literature with a specific focus on image and three components that influence food image formation, the authors map the current state of food image research in tourism. They then provide a dual-perspective review of food image—one that is projected and/or perceived by destination marketers and their food producers and suppliers, and the other a mental representation as perceived by tourists. The evaluation aligns the various dimensions, underlying variables, and indicators of food destination attractiveness as reflected in host–tourist perspectives. The paper offers a comprehensive conceptual framework of food tourism branding and suggests a pathway for future empirical research on destination image and branding.

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This study examines the predictive power of cognitive and affective food image components on potential tourists’ behavioral intention. Using Chinese tourists’ perception of Australia as the context, the study adopted a multi-method approach incorporating desktop research, surveys of food tourism stakeholders, and quantitative testing of a model using survey data. Results confirmed that (1) cognitive food image is a formative construct, (2) cognitive food image is a stronger predictor of intention than affective image, and (3) the moderating effect of food neophobia highlights the need for a destination image-building strategy to be sensitive to tourists’ food-related personality traits. Study findings validate a structural model that integrates theories regarding food image and food neophobia to explain destination food image formation. Results also offer a comprehensive formative measurement model of cognitive food image for future research.

The purpose of this study is to explore the perception of Malaysian Chinese towards food and eating by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. Twelve Malaysian Chinese were asked to collect photographs that represented their thoughts and feelings about food and eating. The results surfaced six broad meanings Malaysian Chinese have about food and eating: (a) health, (b) trying new food, (c) people, (d) home cooked food, (e) enjoyment, (f) happiness. The findings were supported by rich description and meaningful images that capture both the spoken and tacit thoughts and feelings of the respondents. The findings reflected the health concerns and food neophilia tendency of Malaysian Chinese. The findings also revealed the positive emotional value of food and eating linked to enjoyment and pleasure. These findings suggest numerous important implications for scholars and practitioners in the industry.

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