Start Date

7-1-2011 3:15 PM

End Date

7-1-2011 4:00 PM

Track

2. Track 2 - Poster Session

Subject Area

Marketing

Faculty Member

Dr. Ki-Joon, Back / kback@central.uh.edu Dr. Carl, Boger/cboger@uh.edu Gloryvee, Ramos/ gramos@central.uh.edu

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



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Jan 7th, 3:15 PM Jan 7th, 4:00 PM

Effects of Food Image on Tourists’ Destination Image and Visit Intention

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.