Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective

Stella Kladou and Nikolaos Trihas
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Stella Kladou: Department of Business Administration and Tourism, Hellenic Mediterranean University, 71410 Heraklion, Greece
Nikolaos Trihas: Department of Business Administration and Tourism, Hellenic Mediterranean University, 71410 Heraklion, Greece

Tourism and Hospitality, 2021, vol. 3, issue 1, 1-14

Abstract: Place branding often builds upon gastro-cultural features. Yet, the convergence point between gastro-cultural place identity and the experience on offer could (and should) further benefit from contemporary studies in emerging fields, such as value co-creation and the identity-based approach to place branding. This study contributes towards this direction by examining the practices of relevant actors with main place branding authority. Drawing from their online information and presence, a thematic analysis of relevant brands in Greece and Turkey illustrates that operand and operant resource integration reflect the synergies developed between the gastronomic culture in , for , of the place. Further, actors’ intention to co-create the brand influences and is influenced by the brand. Theoretical and practical insights are derived from this study, which may direct future research and inform policymakers about sustainable, inclusive approaches.

Keywords: food tourism; gastronomic experiences; place identity; destination branding; culture (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2021
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