/jurnalpengurusan Thu, 14 May 2026 08:09:52 +0000 en-US hourly 1 https://wordpress.org/?v=7.0 /jurnalpengurusan/article/pulling-tourists-through-food-the-empirical-analysis-of-brand-equity-loyalty-and-image-in-china/?utm_source=rss&utm_medium=rss&utm_campaign=pulling-tourists-through-food-the-empirical-analysis-of-brand-equity-loyalty-and-image-in-china Mon, 04 May 2026 07:23:37 +0000 /jurnalpengurusan/?post_type=article&p=8048 Food is a fundamental element of tourism destinations that contributes to their identity and appeal. Prior research explored the role of local cuisine in shaping tourists’ experiences, emphasising its potential benefits. However, few studies specifically examine the impact of unique local food on tourism destination brand equity, particularly in the context of Chinese tourism destinations. This study aims to assess how distinctive local cuisine influences destination branding. With the use of a convenience sampling approach, data were collected from 323 visitors to tourism destinations in Mainland China. Findings indicate destination brand image, fostering brand loyalty through the mediating effect of destination brand value. This process strengthens the destination’s reputation and long-term branding efforts. This study provides empirical evidence for stakeholders and academics in China’s food tourism sector, offering strategic insights into the role of local cuisine in destination marketing. These findings contribute to a deeper understanding of how culinary uniqueness shapes tourism branding, supporting future research and industry practices.

 

 

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