The Role of Regional Food Festivals for Destination Branding

Abstract

This paper investigates the role of regional food festivals for destination branding and explores the characteristics of regional food festivals that contribute to building a destination brand. It was found that regional food festivals can play a decisive role for destination branding. Activities using local food and activities promoting the regions' attractions were suggested to be offered by food festivals for enhancing the impact of festivals for destination branding and improving the positive image of the destination and local food. The findings of the study offer insights to regional food festival organizers and destination marketers for success in destination marketing.

Food and Gastronomy for Sustainable Place Development: A Multidisciplinary Analysis of Different Theoretical Approaches

“…Food festivals and events contribute to regional development [74] and regional destination branding, benefitting producers and local businesses not only by attracting locals and visitors but also by increasing awareness of a particular area as a destination by showcasing its local food [75].…”

“…Food tourism is part of the cultural tourism market [77] within the experience economy framework and a major area of interest for regions, particularly rural ones [75]. In the experience economy, "while commodities are fungible, goods tangible and services intangible, experiences are memorable" [78] (p. 11).…”

The influence of the local residents attitudes on the consumption of food products in the function of the development of gastronomic tourism

“…Previous research has identified that regional food manifestations can play an important role not only in economic development (du Rand, et al, 2003;du Rand, Heath, 2006) but also in the development of regional tourism, adding value to already existing products (Quan, Wang, 2004). In addition, food manifestations are used as the promotion of local facilities and differ from manifestations of metropolitan communities (Cela, et al, 2007;Sharples, 2008;Lee, Arcodia, 2011;Kalenjuk, et al, 2012a;Kalenjuk, et al, 2012b).…”

Use of Regional Cuisine as a Supportive Product Within the Scope of Festival Tourism: A Study on Mudurnu Silk Road Culture Art and Tourism Festival

“…Özellikle son zamanlarda, araştırmacılar tarafından destinasyon markalaşmasında festivallerin etkisine yoğun bir şekilde dikkat çekildiği gözükmektedir (Chalip ve Costa, 2005;Lee ve Arcodia, 2011;Crockett ve Wood, 1999). Festivaller yörenin özel günlerine ya da kültürel unsurlarına odaklanılarak gerçekleştirilebildiği gibi sadece tek bir ürüne odaklanılarak da gerçekleştirilmektedir.…”