Chapter 8 Linking Local and Culinary Cuisines with Destination Branding

Abstract

This chapter examines residents’ attitudes toward the use of local cuisine and culinary establishments in developing a destination brand. Analyses were based on a sample of residents in Taiwan. Three distinctive groups were identified: “indifferent,” “ambivalent,” and “supportive.” Residents belonging to the latter category had the most interest in being involved in promoting culinary cuisine to international tourists. The ambivalent group was conservative in making recommendations to international tourists about local food. The indifferent members had a low level of support for using culinary tourism. Generally, residents were likely to recommend snacks at local night markets and seafood-based cuisine at Chinese restaurants to international tourists. The chapter concludes with a discussion of implications for developing effective destination branding strategies through culinary tourism.

Citation

Lin, Y.-C. (2009), "Chapter 8 Linking Local and Culinary Cuisines with Destination Branding", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 105-118. https://doi.org/10.1108/S2042-1443(2009)0000001010