Destination image and loyalty development: the impact of tourists’ food experiences at gastronomic events

Abstract

ABSTRACTThis paper discusses an analysis of the impact of tourists’ food experiences at gastronomic events on destination image and these events’ contribution to both destination and event loyalty. Data were collected with a survey conducted during two renowned Spanish gastronomic festivals: the Cherry Blossom Festival, in the Jerte Valley, and the National Cheese Fair, in Trujillo. A total of 616 valid responses were obtained and analysed using the partial least squares path modelling technique. The results show that gastronomic experiences have a positive effect on destination image and loyalty. Furthermore, destinations’ structural elements have a significant relationship to destination brand but not to destination loyalty. Loyalty to gastronomic events is positively correlated with event brand and destination brand and image. Together, these elements have a positive relationship to destination loyalty. This study provides a novel approach to gastronomic experiences associated with place branding. The findings indicate that managers need to coordinate the different branding strategies of public and private administrators to focus these on emphasising the value of destinations’ structural elements and events’ brand and, thereby, enhancing tourists’ loyalty.