The role of culinary festivals in building destination brand equity

Abstract

The current chapter theoretically aims to reveal the relationship between culinary festivals and destination branding, focusing on studies investigating aspects of culinary festivals such as festival experience, quality, and motivation in the relationship between the culinary festivals and destination brand equity. In this chapter, the role and importance of culinary festivals in developing destination brand equity are theoretically discussed through reviewing hospitality and tourism literature. Theoretical results of the present chapter indicate that some topics of culinary festival studies such as food experience, food quality, and food festival motivation from a tourist perspective have played an essential role in how increasing core constructs of destination brand equity which included destination brand image, destination brand awareness, perceived quality, and brand loyalty.