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Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China.
- Source :
- Foods; Jul2023, Vol. 12 Issue 14, p2690, 22p
- Publication Year :
- 2023
-
Abstract
- Food is an indispensable part of destination tourism resources and attractions, playing a vital role in the marketing and promotion of the destination. Food can also be viewed as an important brand that the destination can develop. Yangzhou has been listed as a UNESCO Creative City of Gastronomy since 2019, and the government aims to enhance the food brand for the city. This study attempts to assess the impact of a destination's food brand equity on tourist satisfaction and travel intentions, and to evaluate the potential of developing food tourism. Questionnaires were conducted with 481 tourists, followed by semi-structured interviews with 29 tourists. A structural equation modelling analysis addressed the positive relationships among destination food brand equity, tourist satisfaction and travel intentions. A qualitative analysis contributes to further clarifying the relationships of the model. Implications for theory, research and practice are discussed. [ABSTRACT FROM AUTHOR]
- Subjects :
- BRAND equity
SATISFACTION
FOOD tourism
STRUCTURAL equation modeling
GASTRONOMY
Subjects
Details
- Language :
- English
- ISSN :
- 23048158
- Volume :
- 12
- Issue :
- 14
- Database :
- Complementary Index
- Journal :
- Foods
- Publication Type :
- Academic Journal
- Accession number :
- 168598112
- Full Text :
- https://doi.org/10.3390/foods12142690