Academic Journal of Humanities & Social Sciences, 2022, 5(13); doi: 10.25236/AJHSS.2022.051307.
Zuo Wang1, 2, Piyachat Udomwong3, Pintusorn Onpium4
1International College of Digital Innovation, Chiang Mai University, Chiang Mai, Thailand
2School of Tourism and Culture Industry, Chengdu University, Chengdu, China
3International College of Digital Innovation, Chiang Mai University, Chiang Mai, Thailand
4International College of Digital Innovation, Chiang Mai University, Chiang Mai, Thailand
Meishan is a city in Sichuan, China. There is a traditional local food called Dongpo Kimchi. Compared with other kimchi, its production and sales are at the leading level in China, but its brand awareness in the international market is far less than that of Korean kimchi, which has a high international reputation and effectively drives the development of the Korean tourism industry. Amid the growing popularity of food tourism, many national and local governments have been developing food tourism-centred destination management. Meishan City attaches great importance to the tourism industry and is trying to build a food-based destination image. Employing qualitative research methods, this article analyses media information and public statistics related to the marketing of Korean kimchi, and conducts in-depth interviews with experts. The research conclusions are expected to provide inspirations for Meishan City to promote Dongpo Kimchi and build a food-based tourist destination image.
Destination Image; Meishan City; Kimchi
Zuo Wang, Piyachat Udomwong, Pintusorn Onpium. Building Food-Based Destination Image in Meishan City: Inspirations from Korean Kimchi. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 13: 33-37. https://doi.org/10.25236/AJHSS.2022.051307.
[1] Du Rand, G. E., & Heath, E. (2006). Towards a framework for food tourism as an element of destination marketing. Current issues in tourism, 9(3), 206-234..
[2] Nobuko Hongu, Angela S. Kim, Asuka Suzuki, Hope Wilson, Karen C. Tsui, Sunmin Park. (2017). Korean kimchi: promoting healthy meals through cultural tradition. Journal of Ethnic Foods,4(3).
[3] Choe, J. Y. J. (2017). Understanding the Trend of Food Tourism in Korea.
[4] Chang, S. (2021). Food tourism in Korea. Journal of Vacation Marketing, 27(4), 420-436.
[5] Lv Mengjia.(2019). Research on the protection of food and beverage intangible cultural heritage: Taking the Kimchi exhibition in the Korean Museum as an example. Humanities World, (05):67-73.
[6] Zhao Weihong. (2008). On the Branding and Marketing of Gan Cuisine: Taking the Korean Kimchi Culture as an Example. Enterprise Economy, (02):83-85.
[7] Chen Guangzhe. (2018). The construction of Korean kimchi brand and the enlightenment research on the brand construction of Shandong characteristic agricultural products. South China Agricultural University,.
[8] Peng Mingxia. (2011). Innovative management model to enhance the brand image of "Dongpo Kimchi". Sichuan CPPCC News, 03-03 (003).
[9] Chen Hongkun. (2016). Analysis on the Internet Marketing Strategy of Meishan Pickle Industry. Hebei Enterprise, (06):112-113.
[10] Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.