Local Cuisines And Destination Marketing: Cases Of Three Cities In Shandong, China

Keywords

China; Chinese Cuisine and Lu Cuisine; content analysis; culinary tourism; destination marketing; gastronomy; governmental websites; Local cuisine

Abstract

This study analyzes how the three cities of Jinan, Qingdao, and Qufu in Shandong Province of China use their cuisines in promoting their destinations. Based on a critical review of previous studies, a conceptual framework was developed, which included five closely related areas: foods, beverages, dining, farming, and food festivals. All related texts, images, videos, brochures, booklets, and websites designed to market these three cities were content-analyzed. The study findings suggest that all the three cities have not yet fully utilized their cuisines in their destination marketing efforts. Although some of their culinary resources appear in their marketing materials, the local cuisines of these three cities are not yet skillfully integrated into their marketing efforts. The present study offers specific theoretical and practical implications on marketing the culinary resources of destinations that are in the early stages of their development.

Publication Date

6-3-2018

Publication Title

Asia Pacific Journal of Tourism Research

Volume

23

Issue

6

Number of Pages

584-599

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/10941665.2018.1469521

Socpus ID

85046456012 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85046456012

This document is currently not available here.

Share

COinS