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The Effect of Culinary Tourism Experience on Customer-Based Brand Equity in the Egyptian Tourism Destination

المصدر: المجلة العلمية لكلية السياحة والفنادق
الناشر: جامعة الإسكندرية - كلية السياحة والفنادق
المؤلف الرئيسي: Taha, Shimaa (Author)
المجلد/العدد: ع21, الإصدار1
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2024
الشهر: يونيو
الصفحات: 98 - 116
ISSN: 2314-7024
رقم MD: 1483970
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
صناعة السياحة | السياحة المصرية | العلامات التجارية | الوجهات السياحية
رابط المحتوى:

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المستخلص: Tourism destinations can be competitive when they use their unique and distinguished resources to create a remarkable competitive advantage. Subsequently, there is nothing more distinctive than the foods and cuisines that are produced locally in each destination to be used as its competitive advantage. Food has motivated many people to travel, moreover, it is also considered a vital component of any tourism experience. Food is now listed in the World Tourism Organization (UN Tourism) as one of the components of cultural tourism, implying that food is representative of the destination’s culture. The term culinary tourism was recently used to point to a type of tourism that focuses on the food of the destination as a main attraction. The UN Tourism has considered culinary tourism as one of the main factors that contribute to the development of tourism destinations. Egypt stands out among nations renowned for its delectable and culturally distinctive cuisine. Presently, tourism operators are increasingly incorporating visits to places, where tourists can have the opportunity to savor authentic culinary delights. Consequently, the purpose of this study is to investigate the influence of culinary tourism experiences in Egypt on customer-based brand equity for the tourist destination (CBBETD). The model of CBBETD focuses on measuring the main factors of the model (Destination Brand Awareness, Destination Brand Image, Destination Brand Quality, and Destination Brand Loyalty) from the tourist’s perspective. The study bases its work on the CBBBETD model to measure the experience of culinary tourism among the tourists who visited Egypt in the last five years. A questionnaire was designed and distributed online to measure the previous relation. The results showed that culinary tourism in Egypt is still an immature type yet it has great potential in Egypt. Moreover, the results showed that the culinary experience in Egypt is affected by the customer's brand equity model CBBETD, and thus the study proposed a model that could be used for branding culinary tourism in the Egyptian destination.
ISSN: 2314-7024

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