Investigating the Role of Food Tourism in Shaping Destination Branding : A Qualitative Research Perspective

Authors

  •   Sonal Gupta Research Scholar (Corresponding Author), Amity University, Sector 125, Noida - 201 301, Uttar Pradesh
  •   Manohar Sajnani Dean, Faculty of Hospitality & Tourism, Amity University, Sector 125, Noida - 201 301, Uttar Pradesh
  •   Vanessa GB Gowreesunker Associate Professor, Indian Institute of Management, Sirmaur, Rampur Ghat Road, Paonta Sahib, Kunja - 173 025, Himachal Pradesh

DOI:

https://doi.org/10.17010/pijom/2024/v17i4/173425

Keywords:

Food Tourism

, Destination Branding, Culinary Experiences, Qualitative Research, Cultural Identity, Thematic Analysis.

JEL Classification Codes

, M370, Z320, Z330

Paper Submission Date

, January 10, 2024, Paper sent back for Revision, March 5, Paper Acceptance Date, March 25, Paper Published Online, April 15, 2024

Abstract

Purpose : The qualitative research paper delved into the dynamic interplay between food tourism and destination branding, aiming to understand how culinary experiences contributed to shaping the overall image of a destination.

Design and Methodology : This study used a qualitative research design, conducting in-depth interviews with food tourists in Delhi to explore the impact of food tourism on destination branding. Data were collected from 25 participants, and thematic analysis was used to identify recurring themes and patterns. We used MAXQDA Pro Analytics software to analyze themes and a word cloud generator for the word cloud.

Findings : The research findings revealed that food tourism transformed destination branding. The research examined the cultural, social, and economic aspects of food tourism, shedding light on how local cuisines and gastronomic experiences influenced tourists’ perceptions and contributed to the distinct identity of a destination. The analysis yielded 10 themes and 45 sub-themes, helping marketers build Delhi-NCR as a food tourism brand.

Research Limitations : The limitations included a focus on a specific destination, subjectivity in data interpretation, a small participant pool, time limits, external influences, and an overemphasis on positive features. Addressing these limits and exploring new opportunities could significantly contribute to the conversation around food tourism and destination branding.

Originality : This research offered original contributions to both academia and destination management. It unveiled the dynamic interplay between food tourism and destination branding, bridging gaps in the existing literature, and shedding light on a transformative aspect of modern tourism.

Downloads

Download data is not yet available.

Downloads

Published

2024-04-01

How to Cite

Gupta, S., Sajnani, M., & Gowreesunker, V. G. (2024). Investigating the Role of Food Tourism in Shaping Destination Branding : A Qualitative Research Perspective. Prabandhan: Indian Journal of Management, 17(4), 8–28. https://doi.org/10.17010/pijom/2024/v17i4/173425

Issue

Volume 17, Issue 4, April 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(1), 9–17. https://doi.org/10.5281/zenodo.401370

Amoako, G. K., Obuobisa-Darko, T., & Marfo, S. O. (2022). Stakeholder role in tourism sustainability: The case of Kwame Nkrumah Mausoleum and centre for art and culture in Ghana. International Hospitality Review, 36(1), 25–44. https://doi.org/doi/10.1108/IHR-09-2020-0057

Amore, A., & Roy, H. (2020). Blending foodscapes and urban touristscapes: International tourism and city marketing in Indian cities. International Journal of Tourism Cities, 6(3), 639–655. https://doi.org/10.1108/IJTC-09-2019-0162

Andersson, T. D., & Mossberg, L. (2017). Travel for the sake of food. Scandinavian Journal of Hospitality and Tourism, 17(1), 44–58. https://doi.org/10.1080/15022250.2016.1261473

Andersson, T. D., Mossberg, L., & Therkelsen, A. (2017). Food and tourism synergies: Perspectives on consumption, production and destination development. Scandinavian Journal of Hospitality and Tourism, 17(1), 1–8. https://doi.org/10.1080/15022250.2016.1275290

Bakshi, A., & Chauhan, V. (2022). Does social media use impact small agribusiness exploitation and exploration capability? Perspectives and recommendations from the UT of J&K. Indian Journal of Marketing, 52(10), 8–21. https://doi.org/10.17010/ijom/2022/v52/i10/172344

Ban, O., Popa, L., & Silaghi, S. (2011). The brand equity of touristic destinations—The meaning of the value. Annals of the University of Oradea, Economic Science Series, 1, 193–199. https://ideas.repec.org/a/ora/journl/v1y2011ispecialp193-199.html

Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755–778. https://doi.org/doi:10.1016/j.annals.2004.02.003

Duttagupta, S. (2013). Foreign travellers' recommendation of culinary tourism in India based on cuisine image and satisfaction with experiences at culinary establishments: An exploratory study [Master's Thesis]. University of Waterloo. http://hdl.handle.net/10012/7503

Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68, 250–263. https://doi.org/10.1016/j.tourman.2018.03.025

Hall, C. M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. (Eds.). (2003). Food tourism around the world (1st ed.). https://doi.org/10.4324/9780080477862

Horng, J.-S., Liu, C.-H., Chou, H.-Y., & Tsai, C.-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815–824. https://doi.org/10.1016/j.tourman.2011.09.004

Hospers, G.-J. (2008). Governance in innovative cities and the importance of branding. Innovation, 10(2–3), 224–234. https://doi.org/10.5172/impp.453.10.2-3.224

Jaswal, I., Verma, R., & Bagga, T. (2017). Critical analysis of tourism industry as a driver to sustainable development with special reference to India in light of legal underpinnings. International Journal of Economic Research, 14(16), 373–387.

Kaushal, V., & Yadav, R. (2021). Understanding customer experience of culinary tourism through food tours of Delhi. International Journal of Tourism Cities, 7(3), 683–701. https://doi.org/10.1108/IJTC-08-2019-0135

Kim, Y. G., Eves, A., & Scarles, C. (2013). Empirical verification of a conceptual model of local food consumption at a tourist destination. International Journal of Hospitality Management, 33, 484–489. https://doi.org/10.1016/j.ijhm.2012.06.005

Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421. https://doi.org/10.1016/j.annals.2006.10.005

Lai, M. Y. (2018). Conceptualising an attribute-based framework of projected and perceived destination food image: The case of Australia and its Chinese market [Doctoral dissertation, Griffith University]. https://doi.org/10.25904/1912/2752

Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2019). Food and cuisine image in destination branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2), 238–251. https://doi.org/10.1177/1467358417740763

Leask, A., Fyall, A., & Barron, P. (2014). Generation Y: An agenda for future visitor attraction research. International Journal of Tourism Research, 16(5), 462–471. https://doi.org/10.1002/jtr.1940

Lee, K.-H., Scott, N., & Packer, J. (2014). Where does food fit in tourism? Tourism Recreation Research, 39(2), 269–274. https://doi.org/10.1080/02508281.2014.11081770

Li, X., & Stepchenkova, S. (2012). Chinese outbound tourists' destination image of America: Part I. Journal of Travel Research, 51(3), 250–266. https://psycnet.apa.org/doi/10.1177/0047287511410349

Li, Y., Xu, X., Song, B., & He, H. (2020). Impact of short food videos on the tourist destination image—Take Chengdu as an example. Sustainability, 12(17), 6739. https://doi.org/10.3390/su12176739

Lin, Y.-C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30–48. https://doi.org/10.1057/thr.2010.22

Maitra, R., Bansal, T., & Joseph, A. I. (2021). Dimensions of culinary tourism and hospitality in golden triangle of India. Studia Universitatis Babeș-Bolyai Negotia, 66(3), 7–18. https://doi.org/10.24193/subbnegotia.2021.3.01

Mankhomwa, E., Chilembwe, J. M., & Mweiwa, V. R. (2020). The relationship of food, tourism, destination branding and marketing. In, Sustainable destination branding and marketing: Strategies for tourism development. CABI Digital Library. https://doi.org/10.1079/9781786394286.0024

Maslow, A. H. (1943). A theory of human motivation, Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346

Ministry of Tourism, GoI. (2023). India tourism statistics at a glance - 2023. https://tourism.gov.in/sites/default/files/2023- 07/India%20Tourism%20Statistics%20at%20a%20glance%202023%20-%20English%20version_0.pdf

Mitsche, N., Vogt, F., Knox, D., Cooper, I., Lombardi, P., & Ciaffi, D. (2013). Intangibles: Enhancing access to cities' cultural heritage through interpretation. International Journal of Culture, Tourism and Hospitality Research, 7(1), 68–77. https://doi.org/10.1108/17506181311301381

Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285–299. https://doi.org/10.1177/135676670300900307

Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857–866. https://doi.org/10.1016/j.tourman.2008.12.007

Ravichandran, S. S. (2023). Branding regenerative tourism for sustainable rural destinations: A critical reflection perspective. Indian Journal of Marketing, 53(6), 60–65. https://doi.org/10.17010/ijom/2023/v53/i6/172768

Ravichandran, S. S., Koshy, E. R., & Mathew, S. K. (2023). Sustainability integration in wine destination branding: A comprehensive review perspective fostering UN sustainable development goals 2030. Prabandhan: Indian Journal of Management, 16(12), 40–50. https://doi.org/10.17010/pijom/2023/v16i12/173247

Richards, G., & Munsters, W. (2010). Developments and perspectives in cultural tourism research. Cultural Tourism Research Methods, 1–12. https://doi.org/10.1079/9781845935184.0001

Rittichainuwat, B. N. (2018). Special interest tourism (3rd ed.). Cambridge Scholars Publishing. https://www.cambridgescholars.com/resources/pdfs/978-1-5275-1352-5-sample.pdf

Seal, P. P., & Piramanayagam, S. (2018). Branding geographical indication (GI) of food and its implications on gastronomic tourism: An Indian perspective. 8th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, 125. https://www.researchgate.net/profile/Hamed_Rezapouraghdam/publication/329844965_Complementing_Sustainability_through_Green_Marketing_From_Tourism_Operator's_Perspective/links/5c1d5e4992851c22a33d349f/Complementing-Sustainability-through-Green-Marketing-Fr

Shankar, R. S. (2020). Impact of cognitive and affective image on tourists' travel motivation. Indian Journal of Marketing, 50(5–7), 35–45. https://doi.org/10.17010/ijom/2020/v50/i5-7/152118

Singh, S. P., Sajnani, M., & Arora, G. K. (2023). Circular economy of tourism in Delhi. Prabandhan: Indian Journal of Management, 16(12), 28–39. https://doi.org/10.17010/pijom/2023/v16i12/173246

Sood, D., Sajnani, M., & Gautam, P. (2023). Decision making in outbound incentive travel for Indian corporates: A qualitative inquiry into key factors and influences. Revista De Gestão Social E Ambiental, 17(5), e03434. https://doi.org/10.24857/rgsa.v17n5-006

Swarbrooke, J., & Page, S. J. (2001). Development and management of visitor attractions (2nd ed.). Routledge. https://doi.org/10.4324/9780080494500

Tsai, C.-T., & Wang, Y.-C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56–65. https://doi.org/10.1016/j.jdmm.2016.02.003

UNWTO. (2022). Gastronomy and wine tourism. https://www.unwto.org/gastronomy-wine-tourism

UNWTO. (2023). Gastronomy and wine tourism. https://www.unwto.org/gastronomy-wine-tourism

Vishnoi, S. K., Akhter, S., Bagga, T., & Mittal, A. (2023). Modeling the determinants of brand loyalty using PLS-SEM : A study of automobile customers in emerging economies. Indian Journal of Marketing, 53(12), 27–44. https://doi.org/10.17010/ijom/2023/v53/i12/173352

World Food Travel Association. (n.d.). What is food tourism? https://worldfoodtravel.org/what-is-food-tourism

Ying, T., Wen, J., Law, R., Wang, L., & Norman, W. C. (2018). Examining the efficacy of self-classification approach in segmenting special-interest tourists: Food tourism case. Asia Pacific Journal of Tourism Research, 23(10), 961–974. https://doi.org/10.1080/10941665.2018.1513048

Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437. https://doi.org/10.3390/su11123437