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

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 sin...

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Detalles Bibliográficos
Autores principales: Jiang, Fei, Huang, Rong, Chen, Qian, Zhang, Jinhua
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10378846/
https://www.ncbi.nlm.nih.gov/pubmed/37509782
http://dx.doi.org/10.3390/foods12142690
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author Jiang, Fei
Huang, Rong
Chen, Qian
Zhang, Jinhua
author_facet Jiang, Fei
Huang, Rong
Chen, Qian
Zhang, Jinhua
author_sort Jiang, Fei
collection PubMed
description 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.
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spelling pubmed-103788462023-07-29 Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China Jiang, Fei Huang, Rong Chen, Qian Zhang, Jinhua Foods Article 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. MDPI 2023-07-13 /pmc/articles/PMC10378846/ /pubmed/37509782 http://dx.doi.org/10.3390/foods12142690 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Jiang, Fei
Huang, Rong
Chen, Qian
Zhang, Jinhua
Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title_full Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title_fullStr Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title_full_unstemmed Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title_short Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China
title_sort brand equity, tourist satisfaction and travel intentions in a unesco creative city of gastronomy: a case study of yangzhou, china
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10378846/
https://www.ncbi.nlm.nih.gov/pubmed/37509782
http://dx.doi.org/10.3390/foods12142690
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