The Gastro-tourism Brand Promise – The Magic of Six+

ABSTRACT This paper proposes that key factors exist for a geographic area to be recognized as a gastronomic destination with the potential to impact economic growth. Although exceptions exist based on certain intense singular... [ view full abstract ]

ABSTRACT
This paper proposes that key factors exist for a geographic area to be recognized as a gastronomic destination with the potential to impact economic growth. Although exceptions exist based on certain intense singular food-related festivals or one-time gastro-experiences, this work suggests that a specific set of criteria is essential for sustaining a gastro-tourism enterprise that drives local economic growth. Secondary research has supported the premise that successful gastro-destination sites include six or more authentic experiences that link food to local culture and that operate within an infrastructure that mandates basic health, safety, transportation and communication practices. Furthermore, the six sites loosely connect and effectively market a co-branded promise. Preliminary research also exposes that most recent emerging successful gastro-tourism destinations are additionally supported by one or all of the following: 1) local, regional &/or national government; 2) relevant civic or professional organizations; and 3) local community members. This paper presents and discusses a Gastronomic Tourism Brand Promise Model that depicts these critical factors.