Is Gastronomy A Relevant Factor for Sustainable Tourism? An Empirical Analysis of Spain Country Brand

Ulpiano J. Vázquez-Martinez, Carlos Sanchís-Pedregosa and Antonio L. Leal-Rodríguez
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Ulpiano J. Vázquez-Martinez: Facultad de Ciencias Juridicas y Empresariales, Universidad Francisco de Vitoria, 28223 Madrid, Spain
Carlos Sanchís-Pedregosa: Facultad de Ciencias Empresariales, Universidad del Pacífico, 15072 Lima, Peru
Antonio L. Leal-Rodríguez: Facultad de Ciencias Económicas y Empresariales, Universidad de Sevilla, 41018 Seville, Spain

Sustainability, 2019, vol. 11, issue 9, 1-13

Abstract: Tourism has become a fundamental industry for the economic growth of many countries. Due to this, there is growing competitiveness among the different destinations to attract as many tourists as possible. As a result, disciplines such as marketing have developed tools to differentiate some destinations from others and concepts such as place branding and country brand have emerged. One of the key factors forming the country brand is gastronomy, as food tourism is one way to reduce the growing problem of sustainability in tourism, as it impacts different aspects of the country’s environment. However, there is a great lack of scientific works that relate both variables. In this paper, we propose to establish that, in the case of Spain, tourists’ perception of Spanish gastronomy is a key element of its country brand. To do that, this study relies on the use of Partial Least Squares Structural Equations Modeling (PLS-SEM) using a 496 cases data set.

Keywords: country brand; gastronomy; tourism; Spain (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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