The role of gastronomy in shaping the destination’s brand identity: an empirical analysis based on stakeholders’ opinions
Belma Suna, María D. Álvarez
Abstract
Gastronomic identity is an important resource for destinations, and it may play a significant role in creating the place’s brand identity. Following the Social Identity Theory as applied to destination branding, the research considers the perspective of different stakeholders for whom the role of gastronomy in shaping the destination’s brand may be seen as different. Thus, the research aims to uncover the interaction between gastronomical aspects of the destination and the place’s brand. The investigation examines empirically how the various elements of gastronomic identity influence the place’s brand identity. The study focuses on Gaziantep, which is a city in Turkey well-known for its cuisine and food cultural heritage. The results, based on 1510 questionnaires to key stakeholders, determine that the three components of Gaziantep’s gastronomic identity – food culture, food quality and culinary activities – have a varying influence on the destination’s brand identity. In addition, significant differences between stakeholders are observed.