Spirit of place and brand equity: culinary tourism through a Confucian lens
Bibliographic record
Abstract
Purpose This study explores the interplay between the spirit of place, brand equity and tourists’ travel intentions within the context of culinary tourism at destinations influenced by Confucian culture. It examines how Confucian values, such as benevolence, righteousness, courtesy, wisdom and trust, shape the personality of culinary tourism destinations and how this personality influences tourists’ travel intentions both directly and indirectly through brand equity. Design/methodology/approach The researchers develop a conceptual framework highlighting dimensions of destination personality derived from Confucian values. These values serve as indicators of brand equity, focusing on dimensions like brand image, perceived quality and brand loyalty in the culinary tourism sector. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze data from 503 tourists, examining the relationships between the Confucian-inspired destination personality, brand equity and tourists’ travel intentions. Findings The results show that tourists resonate strongly with the five Confucian personality traits, which significantly influence their travel intentions either directly or indirectly through enhanced brand equity. The study highlights the pivotal role of Confucian culture in shaping the destination personality and brand equity, which, in turn, drives tourists’ travel behaviors. Practical implications This study reveals how the spirit of place influences tourist behavior through brand equity, providing new perspectives and practical strategies for destination branding and development. Originality/value This study is the first to examine the relationships between spirit of place, brand equity and travel intentions within a Confucian cultural context, expanding the theoretical understanding of culinary tourism branding.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".