Country image of gastronomy and branding Hawker Culture: Local consumers' perception. (October 2022)

• Record Type: Journal Article
• Authors: Kim, Bona; Lee, Derrick C.H.; Chua, Bee-Lia; Han, Heesup
• Is Part Of: Tourism management perspectives. Volume 44(2022)
• Publication Date: 2022-10
• Subjects: Local diners' perception -- Country image of gastronomy -- UNESCO Creative Cities of Gastronomy -- Hawker Culture -- Brand equity dimensions -- Brand resonance model; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tmp.2022.101036
• Languages: English
• ISSNs: 2211-9736

Abstract

Abstract: This study examined local food diners' perceptions of gastronomy—composed of food, country image, and culture—in Singapore, a city-state. This study successfully identified the country image associated with gastronomy by adopting the concept of UNESCO Creative Cities of Gastronomy and explored the impact of country image on the local diners' perception of Hawker Culture as a country brand, based on the brand resonance model. Image factors (food outlets and restaurants, food activities, education and training, and local ingredients and cooking skills) were explored. The perceived facets of the country were linked to awareness, which in turn stimulated the love for Hawker Culture in forming loyalty. This research provides discernments to rejuvenate and promote Singapore as a UNESCO Creative City of Gastronomy, which will pave the way for the continuous support of Hawker Culture from residents as a notable cultural icon. Highlights: The present research stresses local food diners' perception about gastronomy in Singapore as a city-state country. Hawker Culture, which is composed of food, the country image, and culture, is a country brand. The image dimensions of a Creative City of Gastronomy ([1] food outlets and restaurants, [2] food activities, [3] education and training, and [4]) local ingredients and cooking skills) are explored. This research provides discernments to rejuvenate and promote Singapore as a Creative City of Gastronomy.