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
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.