Understanding the impact of culinary brand equity and destination familiarity on travel intentions

This paper explores determinants of brand equity and the role of destination familiarity for travel intentions in culinary tourism from the perspective of foreign tourists. This analysis advocates four elements for brand equity (brand loyalty, brand image, perceived quality and brand awareness) for culinary travel intentions in Taiwan. Building on extensive literature, this study developed and empirically tested a model of the relationship using survey data collected from 407 foreign tourists from ten regions. The results indicate that there is a direct positive relationship between brand equity and travel intentions in culinary tourism. Moreover, the study recognizes the moderating role of destination familiarity, which positively moderates the effect of brand loyalty and perceived quality on travel intentions.

► This paper advocates four elements for brand equity. ► The relationship between brand equity, familiarity and travel intentions were tested. ► Positive relationship between brand equity and travel intentions. ► Destination familiarity moderates the brand loyalty and travel intentions. ► Destination familiarity moderates the perceived quality and travel intentions.