The quality of gastronomic manifestations in strengthening tourist destination brand equity: A case study of Vojvodina

Abstract

The paper examines the influence of the quality of gastronomic manifestations on tourist destination brand equity. The research was conducted on the example of the tourist destination of Vojvodina. More precisely, the research was conducted on a sample of 600 visitors at 32 gastronomic manifestations, which were organized on the territory of Vojvodina in the second half of 2022. The survey was conducted during the holding of gastronomic manifestations. The research was conducted using SEM. The results show that the quality of gastronomic events has a positive impact on strengthening the brand equity of the destination. This conclusion was drawn based on findings that show that all dimensions of the quality of the hospitality event have a positive impact on all components of brand equity. The results of the survey show that food at the event has the greatest impact on destination brand equity, while souvenirs have the least impact. The facilities at gastronomic events have a significant impact on brand quality, while the informational services at a gastronomic event have a significant impact on destination brand awareness.