Abstract
PurposeThe 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/approachThe research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.FindingsThe 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/valueThe study contributes to the advancement of research on tourist destination branding.
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