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2007 Annual International CHRIE Conference & Exposition
161
Movement on the continuum of symbolism indicates an increase in cultural significance of FFRE, and thereby, the
higher sense of place.
The higher the level of cultural symbolism, the higher possibility there is for rural destination to effectively
employ FFRE in destination image projection and branding. In order to incorporate FFRE at rural festivals as part of
a destination branding strategy, several key components must be present. First, it is important to be able to identify
existing cultural linkages between FFRE at festivals and the community. Secondly, for a cultural linkage to be
incorporated into festival-based culinary destination image, the FFRE must bear significant meaning for the
community. The classification process demonstrated in this study can be effective in identifying food dimensions
and their cultural linkages with the community. Graphics and text as part of brochure content are important in the
context of FFRE, culinary tourism, and destination branding, as, these elements are the first contact point between
the destination and the potential visitors. In the minds of the prospective visitors, these elements represent the
destination and the promised experience. Based on the data analysis, the uses of FFRE in graphics or text are limited
with the exception of a few communities. Data revealed that over 50% of the brochures evaluated did not have any
inclusion of FFRE. With a significant number of brochures lacking FFRE information, and the strength of the
affective components associated with FFRE, a gap exists. Stakeholder education regarding the emotional
attachments tourists place on elements of a destination would contribute to the understanding of the effectiveness of
utilizing FFRE in branding a destination. In addition to cultural linkage education, stakeholders also would benefit
from state of the art marketing principle education. The brochures evaluated have a large proportion of antediluvian
marketing techniques, currently considered out of date. As examples, over 67% of the brochures do not have
graphics featuring FFRE. Seminars explaining effective marketing techniques would assist stakeholders to
understand that marketing materials represent the festival and the destination to the potential tourist. Making a
positive, quality impression is as effective as a personal phone call from an advocate of the destination. Therefore,
the marketing materials must reflect an appropriate and suitable image of the destination.
Using FFRE to contribute to the destination image can assist a tourist in the destination selection process.
FFRE creates an emotional identification enriched with symbolic meaning of culture. With FFRE, the physical and
emotional identification as well as the connection to a destination creates emotional identification; a complete
sensory experience provides a tourist with a powerful identity of the destination in one’s memory linked by sight,
taste, aroma, sound, and touch. A potential model for a rural area would be to develop a FFRE brand using a food
item or product from a festival to assist in destination brand identification. A possible strategy to create or strengthen
a brand of a destination would be to incorporate the indigenous cuisine or food products of a regional festival and
use them as an element of the brand. Food items should be unique to a place, region, or area and hold social
significance that allows differentiation from other destinations. Indigenous FFRE featured at festivals in rural
destinations could be incorporated into brand elements to strengthen the destination brand and increase the
opportunity for multiple sensory stimuli. The chance of increased a memory recall of a destination by a tourist
would be enhanced.
Many of the discussions regarding the impact of image can be applied to FFRE as it relates to a complete
sensory experience instead of sight. The image formation process could be expanded to include the five senses,
termed the sensory formation process. Sensory processes such as touch, smell, taste, and sound can added to image
and incorporated into the image formation to strengthen the identity of a rural destination. Tourist and resident
involvement with FFRE creates a total sensory experience that provides the memory with a multitude of memory
recall triggers. A broad spectrum of senses provides additional critical links and assists in the identification of the
brand. Incorporating total sensory stimuli into a destination brand through FFRE makes it more likely that a tourist
will develop multiple sensory links associated with a destination.
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