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Challenging the Negative Image of Destinations at Pre-visit Stage Using Food and Food Events as an Educational Tool: The Case of Romania

Author

Listed:
  • Manuela Pilato

    (University of Winchester)

  • Hugues Séraphin

    (University of Winchester)

  • Claudio Bellia

    (University of Catania)

  • Ștefan Căescu

    (The Bucharest University of Economic Studies)

Abstract

Destinations with a negative image struggle to attract tourists (Alvarez and Campo, 2014). Research addressing the issues of these destinations remains limited. Séraphin, Butcher and Korstanje (2016) have provided evidence that the education of tourists at pre-visit stage using visual online learning materials can contribute to improve the image of a destination. As for this paper, it provides evidence that off line resources like food and food events can play an important role in the chain of marketing actions to put in place to improve the image of a destination. Food and food events appear as efficient tryvertising and educational tools at pre-visit stage. From an academic point of view, this research paper contributes to the meta-literature in the field of marketing, tourism and food research as it introduce the DRA model as a way to gauge the efficiency of a tryvertising tool.

Suggested Citation

  • Manuela Pilato & Hugues Séraphin & Claudio Bellia & Ștefan Căescu, 2017. "Challenging the Negative Image of Destinations at Pre-visit Stage Using Food and Food Events as an Educational Tool: The Case of Romania," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 35-45, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:35-45
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    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_79.pdf
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    References listed on IDEAS

    as
    1. Alessio CAVICCHI & Katerina CIAMPI STANCOVA, 2016. "Food and gastronomy as elements of regional innovation strategies," JRC Research Reports JRC99987, Joint Research Centre.
    2. Alvarez, Maria D. & Campo, Sara, 2014. "The influence of political conflicts on country image and intention to visit: A study of Israel's image," Tourism Management, Elsevier, vol. 40(C), pages 70-78.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Iwona Kowalczuk & Dagmara Stangierska & Jerzy Gębski & Agnieszka Tul-Krzyszczuk & Edyta Zmudczyńska, 2021. "Digital Consumers in the Foodservices Market," Sustainability, MDPI, vol. 13(13), pages 1-18, July.
    2. Claudio Bellia & Valeria Scavone & Marzia Ingrassia, 2021. "Food and Religion in Sicily—A New Green Tourist Destination by an Ancient Route from the Past," Sustainability, MDPI, vol. 13(12), pages 1-22, June.

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    More about this item

    Keywords

    Marketing; tourism; food; Romania; image.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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