The Role of Regional Food Festivals for Destination Branding

ABSTRACT This paper investigates the role of regional food festivals for destination branding and explores the characteristics of regional food festivals that contribute to building a destination brand. It was found that regional food festivals can play a decisive role for destination branding. Activities using local food and activities promoting the regions' attractions were suggested to be offered by food festivals for enhancing the impact of festivals for destination branding and improving the positive image of the destination and local food. The findings of the study offer insights to regional food festival organizers and destination marketers for success in destination marketing. Copyright © 2011 John Wiley & Sons, Ltd.