Naïve destination food images: Exploring the food images of non-visitors

Abstract

The study provides a much-needed understanding of how non-visitors form naive destination food images. Specifically, it uses Projective Techniques to identify Egyptian food perceptions held by Americans who never visited Egypt nor tried Egyptian food. Nine food image dimensions were identified: health and nutrition, food culture and heritage, distinctiveness, food quality and variety, flavor profile, cooking methods and ingredients, price and informality, dining places, and table manners. The study showed that non-visitors visualize a destination's food and cuisine based on its cultural and environmental features. It also shows that non-visitors derive their naïve destination food images in part from their home country food experiences and places they have visited. Although this study is based on individuals with no Egyptian food experience, it suggests that many secondary experiences influence food images formation.