Gastronomy and Hospitality Enterprise Image in Guiuan Eastern Samar, Philippines
AbstractAbstract Views: 99
Gastronomy tourism offers a unique touristic experience that positively affects other tourism industry sectors. This study focused on assessing gastronomy tourism and its relationship to the hospitality enterprise image of Guiuan Eastern Samar. A descriptive-correlational was applied with two sets of survey questionnaires with Cronbach alpha of 0.87. A total of 400 respondents participated in the survey. The data obtained were analyzed using mean, standard deviation, and Pearson's correlation for the relationship of the variables. The results showed that gastronomy tourism of Guiuan, Eastern Samar, significantly contributed to the local pride and culture of the town as it preserves the local spice herbs and generates employment to the local community. Moreover, product, promotion, and management have a significant relationship to the hospitality enterprise image. Thus, it is recommended to maintain a reasonable price of the gastronomical products and provide sufficient information to encourage more patrons to get in touch with the different travel partners and operators in the region to create effective marketing tactics for the gastronomy tourism of the municipality. Likewise, traditional ways of developing the gastronomical products of the municipality must be preserved, as this serves as a competitive reinforcement for several hospitality enterprises.
Keywords:Enterprise image, Gastronomy tourism, Management, Promotion, Local Products
Bârleanu, V.,( 2013). Gastronomy Tourism in Romania. http://www.sursazilei.ro/comisia-europeana-lansat-un-sitepentru- (Accessed October 25, 2020)
Caliskan, O., (2013). Gastronomic Identity in Terms of Destination Competitiveness and Travel Motivation. Journal of Tourism and Gastronomy.
Du Cros, H. (2013). Tourism and Intangible Cultural Heritage. Madrid: UNWTO.
Fernandes, C. and Rachão, S. (2014) Reinventing Tourism at a traditional Cultural Tourism Destination: A Case Study of Viana do Castelo. International Journal of Business and Globalization, 12, 281-296.
Hall, C.M. (2012). Boosting food and tourism-related regional economic development. In OECD, Food and the Tourism Experience: The OECD-Korea Workshop, OECD Studies on Tourism, OECD Publishing: 49-62.
Horng, J. S. & Tsai, C.T.(S) (2010). Government Websites for Promoting East Asian Culinary Tourism: A Cross-National Analysis. Tourism Management .31, 74-85.
Karim, A.S.; Chi, C. G. Q. (2010). Culinary Tourism as a Destination Attraction: An Empirical Examination of Destinations' Food Image. Journal of Hospitality Marketing & Management, 19: (6), 531-555.
Mamon,Allan (2016). Exploring the Relationship between local food consumption and Intentional Loyalty. Journal of Tourism-studies and Research tourism. Vol. 3 Issue 21, pp 33-38.
Nelson, V.,( 2016). Food and Image on the official visitor site of Houston, Texas. Journal of Destination Management and Marketing, 5, pp.133-140.
Okumus, B.; Okumus, F.; Mckercher, B. (2007). Incorporating Local and İnternational Cuisines in the Marketing of Tourism Destinations: The Cases of Hong Kong and Turkey. Tourism Management, 28: (1), 253-261.
Privitera, Donatella, Nedelcu, Adrian, Nicula, Virgil (2018). Gastronomic and Food Tourism as an Economic Local Resource: Case Study from Romania and Italy. Geo Journal of Tourism and Geosites, Vol. 21, pp143-157
Ramli, A. M., Zahari, M. S. M., & Talib, S. A. (2014). Identification of Food Heritage: Food Identity Analysis on Demographic Background. Research & Innovation Conference for the Graduate Students in Social Sciences 2014.
Richards, G. (2012). An overview of food and tourism trends ad policies. In OECD (Eds.), Food and tourism experience: the OECD-Korea Workshop (pp. 13-43). OECD Studies on Tourism. Paris: OECD Publishing.
Rinaldi, Chiara (2017). Food and Gastronomy for Sustainable Place Development: A Multidisciplinary Analysis of Different Theoretical Approaches. University of Gothenburg.
Sahin, E., (2015). Research for Analyzing on using traditional foods as a promotional factor in brochures. University. Institute of Social Sciences, Department of Gastronomy and Culinary Arts.
Sanchez-Cañizares, S.M. & Lopez-Guzmán, T. (2012). Gastronomy as a Tourism Resource: Profile of the Culinary Tourist. Current Issues in Tourism 15 (3), 229-245.Sciences, MA Thesis, Ankara.
Scott, D., Duncan, T., (2015), Back to the future: The affective power of food in reconstructing a tourist imaginary, in I. Yeoman, U. McMahon-Beattie, K. Fields, J. N. Albrecht & K. Meethan (Eds), The future of Food Tourism, Foodies, Experiences, Exclusivity, Visions and Political Capital, p. 143- 156, Channel View Publications, Bristol.
Taber,Keith (2018). The Use of Cronbach's Alpha when Developing and Reporting Research Instruments in Science Education. Research in Science Education, vol. 48, 1273-1296.
How to Cite
Copyright (c) 2021 iRAPA International Journal of Business Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.