Place reputation: representing Houston, Texas as a creative destination through culinary culture

Abstract

Place reputation refers to the composite of ideas held by external audiences that play an important role in the development and success of that place. A negative place reputation can be very slow and difficult to change, but place reputation management seeks to adjust it so that it is closer to how stakeholders would like the place to be perceived. Research suggests that this should reflect the quality of place (i.e. what is there, who is there, and what is going on there) that defines it and makes it attractive to both residents and tourists. This research examines a place reputation management strategy employed by the Houston Convention & Visitors Bureau (HCVB) in which the organization's website features media articles as an ‘objective’ depiction of the city. Quantitative and qualitative content analysis of 66 media articles, including 425 photographs, revealed an emphasis on Houston's culinary culture. In particular, the manifest content shows that independent local restaurants driven by innovative chefs inspired by various influences are creating a vibrant culinary culture. The latent content shows that an understanding of this culinary culture can offer greater insight into the city, beyond the stereotypes, that allows one to better appreciate the quality of place that makes it a creative destination.