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

 
2007 Annual International CHRIE Conference & Exposition 
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with external stimuli. Therefore, a multi-sensory or experiential association with a destination, in addition to the 
traditional elements of a destination image, will increase the memory recall by a tourist and strengthen the brand. 
An important part of destination branding is the image formation process. Destination image formation, as 
defined by Gartner (1993), is comprised of three interrelated components. These components are cognitive, 
affective, and conative. The cognitive component is derived from facts. The affective component is relates to 
personal perception. The conative component is the behavior or action taken. The three steps of destination image 
formation are (1) image development, (2) image evaluation, and (3) and action implementation.
Although images are central to branding, images are only part of a branding strategy. Branding is a 
consistent and unifying message comprised of multiple elements to project an overall image of a destination. 
Graphics and elements must be used together to strengthen the linkages and increase destination brand recognition. 
A key component of the destination branding model by Cai (2002) is the projection of consistent positive images to 
the target market. Baloglu and McCleary (1999) discuss two components of image, the perception or cognitive 
portion and the affective component. The cognitive component refers to the knowledge or information one 
possesses. The affective component refers to how a person feels about the information. Baloglu and McCleary 
concluded that image is more likely influenced by affective components rather than cognitive and affective 
components together. In culinary tourism, such a strategy can be utilized. Based on the destination image and 
branding concepts and theories reviewed above, the objectives of this study were to: (1) understand how FFRE have 
been represented in the rural festival marketing materials; (2) understand how FFRE are utilized to enhance rural 
destination images; and (3) provide insights as to how to successfully incorporate FFRE into an overall rural 
destination branding strategy.