The relevance of food for the development of a destination brand

Abstract

A positive destination brand image depends on a number of factors. Food consumption is one of these. The aim of this paper is to demonstrate and clarify the relevance of food for destination brand management. To do so, this investigation employs a qualitative method of research: exploratory research. Using the Algarve (Portugal) as the empirical destination brand, data were collected through in-depth interviews with 58 participants from the UK. This article concludes that consumers use both local cuisine and its availability (through restaurants) to define and evaluate a destination, and that both influence that destination’s brand image. These two variables are part of the dimension called food, which fulfils both a physiological and a social need, since eating can be considered a pleasurable social activity. Therefore, food is a destination brand dimension that should be taken into account when developing a brand strategy. Destination brand managers should act on this dimension to communicate brand values by management licensing and implementing educational programs and systems of quality control to improve the supply side.