Food and food related festivals in rural destination branding

Carol Ann Kalkstein-Silkes, Purdue University

Abstract

The present study examines food and food-related elements (FFREs) at festivals as a unique form of culinary tourism and as an image builder of a destination. The backdrop of the study is the importance of destination branding to rural communities. A content analysis was conducted to explore the presence of FFREs in rural festival marketing materials and how text and graphics were employed to illustrate FFREs in these materials. Using a case study approach, six in-depth interviews were conducted with festival organizers and destination marketing organizations (DMOs). The case study examined the key concepts of resident involvement, participation, and attitudes; and DMOs' involvement and participation. The case study also investigated the extent to which FFREs were integrated in the festival marketing materials produced by festival organizers and DMOs. As tangible attributes, FFREs contribute to the cognitive component of a destination image. FFREs also have the capacity of invoking emotions, thus directly contributing to the affective component of a destination image. These two characteristics of FFREs are aligned with the existing principles of how destination image is formed; therefore FFREs can be incorporated into the branding of a destination. In particular, the emotional characteristics of FFREs elevate FFREs to a symbol of local culture. The content analysis and case study investigated whether the festival marketing materials communicate such symbolic nature of FFREs. Four dimensions of FFREs as depicted in festival marketing materials were identified. They were food as sustenance, specific food and drink, beer and wine, and experiential FFRE interaction. Each dimension was further delineated by numerous sub-dimensions which were evaluated by the criterion of cultural symbolism spanning a continuum from no cultural significance to high cultural significance. Coupled with the integration of literature on destination image and branding, rural tourism, festivals, and culinary tourism, the content analysis and case study resulted in a proposition of a conceptual model for festival-based culinary tourism in rural destination branding. The model focuses on culturally significant FFREs at festivals which bridge together two distinct parts pertaining to destination stakeholders and tourists, respectively. On the part of destination stakeholders, the model promotes communication and relationship building among festival organizers, residents, local businesses, corporate sponsors, and DMOs. FFREs provide a unique platform for culture-based interactions between the destination stakeholders and tourists, thus enriching the experience of both. On the part of tourists, the model links FFREs to destination branding through both cognitive and affective image building. This duality of FFREs is uniquely attributed to the multi-sensory nature of food consumption.

Degree

Ph.D.

Advisors

Lehto, Purdue University.

Subject Area

Marketing|Food science|Management

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