The role of upscale restaurants in destination image formation: a semiotic perspective on gastronomy tourism

Abstract

Purpose

High-end gastronomic tourism is currently trending and significantly impacts a destination’s image. This research aims to demonstrate the importance of high-level local gastronomy in forming the destination image from a semiotic perspective.

Design/methodology/approach

To achieve this objective, the three phases of the upscale dining experience – pre-visit, in situ and post-visit – are examined from a descriptive (informative use), appraisive (valuative use) and prescriptive (incitive use) semiotic perspective. This conceptual model includes six constructs: restaurant image, consumer need for status, consumer expectations, consumer satisfaction, restaurant loyalty and destination loyalty. The study is based on a survey of high-end restaurant customers (N = 421).

Findings

The research findings highlight that the characteristics of upscale dining establishments influence customer expectations, while customer satisfaction plays a crucial role in fostering loyalty towards both the restaurant and the destination. Additionally, the study reveals that individuals' social status or reputation moderates their expectations and satisfaction levels.

Originality/value

Although studies relate gastronomic image to global destination image, this relationship from a semiotic perspective has not been demonstrated through surveys. This proposed three-phase model based on the Peircean semiotic triad and Morris semiotic trichotomies not only addresses a gap in the existing literature but also offers valuable insights for destination managers and restaurant owners.

Citation

Marine-Roig, E., Daries, N., Cristobal-Fransi, E. and Sánchez-García, J. (2024), "The role of upscale restaurants in destination image formation: a semiotic perspective on gastronomy tourism", British Food Journal, Vol. 126 No. 12, pp. 4147-4162. https://doi.org/10.1108/BFJ-04-2024-0416