Incorporating local and international cuisines in the marketing of tourism destination: The cases of Hong Kong and Turkey

    Authors

    B. Okumus; F. Okumus;B. McKercher

    Comments

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    Abbreviated Journal Title

    Tourism Manage.

    Keywords

    tourism; destination; marketing; gastronomy; food; Hong Kong and Turkey; INFORMATION SEARCH; DECISION-MAKING; MODEL; FOOD; ATTRACTIONS; BEHAVIOR; Environmental Studies; Hospitality, Leisure, Sport & Tourism; Management

    Abstract

    This paper compares how two different destinations use food in their marketing activities. Content analysis of brochures, booklets and web sites was used. One, Hong Kong, makes extensive use of food as part of its core positioning statement. The other, Turkey, makes little reference to it. even though its indigenous cuisine is unique and rich. The findings imply that when using food in destination marketing, some expertise and knowledge are essential not only in marketing destinations but also in local and international cuisines as well as in socio-cultural characteristics of potential tourists. The study provides discussions on how destinations can learn valuable lessons to differentiate themselves through using their unique cuisines. (c) 2006 Elsevier Ltd. All rights reserved.

    Journal Title

    Tourism Management

    Volume

    28

    Issue/Number

    1

    Publication Date

    1-1-2007

    Document Type

    Article

    Language

    English

    First Page

    253

    Last Page

    261

    WOS Identifier

    WOS:000242556800021

    ISSN

    0261-5177

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