Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China

Authors

Qian Chen, Yangzhou University
Fei Jiang, Yangzhou University
Rong Huang, Plymouth Business School
Jinhua Zhang, Plymouth Business School

ORCID

• Rong Huang: 0000-0002-6061-9329
• Jinhua Zhang: 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

Recommended Citation

Chen, Q., Jiang, F., Huang, R., & 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: 10.3390/foods12142690