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Branding Prince Edward County as a Gastronomic Niche Tourism Destination
Geneviève Brisson
其他書名
A Case Study
出版Université d'Ottawa / University of Ottawa, 2012
ISBN04948645249780494864524
URLhttp://books.google.com.hk/books?id=n3SeAQAACAAJ&hl=&source=gbs_api
註釋Increasingly, gastronomy is playing a role in people's motivation for travel, and destinations are making food and beverages their main attraction. This study explored the growing field of gastronomic tourism, a type of niche tourism, through the theoretical framework of destination branding theory. Using a qualitative case study research design, this research examined the branding of the emergent region of Prince Edward County, Ontario, Canada as a gastronomic niche tourism destination from the perspective of tourism industry players. Findings indicated that the region turned to gastronomic tourism due to its agricultural history and need for economic development. It was also found that tourism industry players utilized the processes of brand identity, product development, collaboration, support and communication to brand the region. This study contributes scholarly and practical knowledge to the areas of tourism and branding, by providing insight into the development, management and promotion of destination brands.