Food and image on the official visitor site of Houston, Texas

Destination image, referring to the beliefs, attitudes, ideas, and impressions that potential tourists hold about a destination, plays an important role in tourists' decision-making process. Images of a destination come from various sources that target different audiences and serve different purposes. Media sources aimed at a general audience can generate interest in a destination. Non-visitors become potential first-time visitors when they actively seek information from destination-marketing organizations intended to persuade potential visitors in their decision-making process. Thus, media attention represents an opportunity for destinations to develop their image. In recent years, Houston, Texas has gained national recognition in popular media as a food destination. The Greater Houston Convention and Visitors Bureau (GHCVB) expands upon this image through the content of the official visitors website. In this research, content and narrative analyses are used to examine the 16 webpages featured under the website's 'restaurants' header. In addition to providing logistical information about eating and drinking in Houston, narratives of local loyalty to an area's restaurants are used to create an attraction for visitors looking for a distinctive local experience, certify the quality of the experience, and offer insight into the nature of the destination. This local perspective has potential applications for other destinations seeking to re-create their image in light of the increased media attention on food.