美食在旅游目的地品牌建设中的作用

IF 3.6 3区管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2024-04-30 DOI:10.1108/mip-07-2023-0352

Slobodan Čavić, Nikola Ćurčić, Nikola Radivojevic, Jovana Gardašević Živanov, Marija Lakićević

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引用次数: 0

摘要

目的本文在形象转移机制和关联网络记忆模型的框架内，研究了美食活动在旅游目的地品牌塑造中的作用和意义。研究结果研究结果表明，美食活动形象对旅游目的地的品牌形象和品牌识别以及旅游目的地的整体形象具有积极影响。此外，研究还发现美食体验对美食活动和旅游目的地的形象具有积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Gastronomic manifestation in the function of branding a tourist destination

Purpose

The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.

Design/methodology/approach

The research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.

Findings

The results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.

Originality/value

The study contributes to the advancement of research on tourist destination branding.

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来源期刊

Marketing Intelligence & Planning BUSINESS-

CiteScore

8.00

自引率

9.10%

发文量

期刊介绍： Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.