ABSTRACT
This chapter describes the role of destination marketing and management and brand creation in the success of a food tourism destination. It describes attributes, benefits, and attitudes as they relate to successful branding awareness. Destination marketing encourages tourists to visit by developing and communicating the characteristics of a destination. Destination marketing and management organizations (DMOs) are responsible for establishing and maintaining networks, not only internal to the destination, such as linking tourism businesses together, but also with external stakeholders like tour companies, airlines, and travel promotional media. Branding helps differentiate a destination in the minds of consumers and can insulate it from competition in a saturated market. Food offers the opportunity for a region to showcase its heritage and traditions within tourism markets. A food destination is about more than access to good food; it is also about communicating the food options in a way that supports the destination brand.
