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| Author: | Lee, I. Arcodia, C. |
| Title: | The role of regional food festivals for destination branding |
| Journal: | International Journal of Tourism Research
2011 : JUL-AUG, VOL. 13:4, p. 355-367 |
| Index terms: | Australia tourist industry food tourism marketing image regional development |
| Freeterms: | destination branding destination marketing food festivals |
| Language: | eng |
| Abstract: | This paper examines the role of regional food festivals for destination branding (herein as: d-branding). The characteristics of regional food festivals contributing to building a destination brand are explored. It is found that regional food festivals can play an important role for d-branding. Activities using local food and activities promoting the regions' attractions are suggested to be offered through food festivals for enhancing the impact of festivals for d-branding and improving the positive image of the destination and local food. The findings provide insights to regional food festival organizers and destination marketers for success in d-marketing. |
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