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Local Food and Beverages as a Tool of Destination Marketing

In: Strategic Innovative Marketing

Author

Listed:
  • Iveta Hamarneh

    (University College of Business)

  • Alžbeta Kiráľová

    (University College of Business)

Abstract

Local food and beverages, as a part of the local culture, allow visitors to enjoy the destination with all their senses. However, the role of local food and beverages is by destinations in the Czech Republic still underestimated. Local food and drink contribute to the authenticity of the destination and can enhance visitation, visitors’ spends, and the average length of visitors’ stays. When developed sustainably, destinations can use local food and beverages as a creative marketing tool to drive tourism development. The aim of the paper is to identify the role of the local food and beverages in the Czech destinations’ marketing. The article highlights the key findings of quantitative and qualitative research provided with the focus on both the demand and the offer side.

Suggested Citation

  • Iveta Hamarneh & Alžbeta Kiráľová, 2019. "Local Food and Beverages as a Tool of Destination Marketing," Springer Proceedings in Business and Economics, in: Damianos P. Sakas & Dimitrios K. Nasiopoulos (ed.), Strategic Innovative Marketing, pages 83-89, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-16099-9_11
    DOI: 10.1007/978-3-030-16099-9_11
    as

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