ORCID
- Huang, Rong: 0000-0002-6061-9329
- Zhang, Jinhua: 0000-0002-0182-4306
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.
DOI
10.3390/foods12142690
Publication Date
2023-07-13
Publication Title
Foods
Volume
12
Issue
14
Embargo Period
2023-07-15
Organisational Unit
Plymouth Business School
Recommended Citation
Jiang, F., Huang, R., Chen, Q., & Zhang, J. (2023) 'Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China', Foods, 12(14). Available at: https://doi.org/10.3390/foods12142690
