The Effect of Local Cuisine Experience on Customer Based Brand Equity of Destination
Keywords:
Destination branding, Food experience, Brand equity, Behavioral intentionsAbstract
The importance of branding has increased for destinations to differentiate themselves in the highly competitive tourism industry. Thus, during the last decade, destinations have started to use local food and cuisines as a mean of marketing to increase the number of travelers. In line with these developments, research studying the effect of local food on destination branding have become more crucial. As a result, the purpose of this study is to understand the attributes affecting local cuisine experience as well as the effect of these food experience attributes on customer based destination brand equity. For this purpose, a conceptual research model has been proposed and tested. The data were collected from foreign travelers visiting İstanbul and the model was tested by structural equation modeling. The results confirmed the hypothesized sequential link of food experience – brand awareness – brand image and behavioral intentions. From the food experience attributes; food quality, cultural and social aspects have been identified as the attributes affecting destination brand equity formation
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