Food images in destination marketing

The purpose of this research was three-fold. First, it explored the dimensions and components of food images in relation to destination. Seven primary dimensions and 14 sub-dimensions of food images were identified. The levels of these 14 sub-dimensions of food images correspond to the means-end chain model. The components of food images are consistent with the components of destination image: cognitive, affective, and cognitive. The second objective was to examine the consistency of food images across three image formation agents: tourism brochures, destination web sites, and destination stakeholders. A comparison between media-projected food images and destination stakeholders\u27 intended food image was assessed based on their dimensions. Inconsistent aspects of food images included types of food, food-related locations, social and cultural experience, and promised quality. These inconsistent food images resulted from: (a) a lack of agreement on which aspect of food images is important in attracting tourists, (b) the relative position of food in destination marketing, (c) the use of media, (d) the selection of food-related information, and (e) the target audiences. Finally, a model of the effective use of food and food images in destination marketing was developed by using ground theory techniques. Three approaches to using food in attracting tourists were identified. They are food-centric, activity-centric, and experience-centric approaches. Further analysis indicated that these three approaches need to be integrated into a more comprehensive way of using food as a source of tourist attraction. The model emphasizes inter-linkages among the sub-theme of uniqueness in the food-centric approach, the sub-themes of image creation and diffusion in the activity-centric approach, and the sub-theme of the interactive process in the experience-centric approach. Implications of this model and other findings of the study were discussed. Study limitations and future research directions were also presented