Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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portray a unique and positive image to attract tourists (Cai, 2002). The tenets of destination branding are the 
underpinning of culinary tourism. Currently, most rural communities have in place at local festivals the mechanisms 
for symbolic experiential interaction through existing FFRE. However, the local community has yet to identify and 
incorporate FFRE into a branding strategy. Cultural significance, combined with food at festivals and implemented 
as a branding strategy, forms a powerful emotional connection with a destination. FFRE in destination branding 
materials could be used as a tool to evoke a positive response to a destination and also invoke an emotional 
identification with FFRE. Such a culinary tourism strategy uses the emotional response of food consumption as a 
sensory image builder for the destination. FFRE can be incorporated into a destination strategy by creating a sensory 
identification along with a visual image of a destination, increasing the number of ways to trigger memory recall, 
and developing a more powerful destination brand image.
By identifying the contributing factors of culinary tourism, indigenous local cuisine and rituals from 
festivals can be used to promote a rural destination through image building and branding. The purpose of this 
present study, therefore, was to analyze the presence and utilization of FFRE in rural festival marketing materials 
through a content analysis of festival brochures in Indiana. The outcome of this analysis would yield insights as to 
how to effectively use festival-based culinary tourism as a unique way to differentiate and brand rural destinations.