Critical realism: a methodological design for destination food image research: Tourism Recreation Research

M.Y. Lai, C. Khoo, Y. Wang

Research output: Contribution to journalArticlepeer-review

Abstract

This paper provides a critical realist reflection on methodological decisions that frame examination of the effectiveness of destination branding using food and cuisine. The authors use a multi-method strategy to evaluate the degree of congruence amongst (1) destination marketers’ promotional food images, (2) internal stakeholders’ perception of images, and (3) tourists’ views of food destinations. Results reveal that critical realism enhances the capacity to explore the less observable forces influencing food image across diverse stakeholder groups and builds a more coherent attribute-based framework to measure gaps in perception. © 2022 Informa UK Limited, trading as Taylor & Francis Group.
Original languageEnglish
JournalTourism Recreation Research
DOIs
Publication statusPublished - 2022

Keywords

  • Critical realism
  • destination branding
  • destination food image
  • food tourism
  • multi-method design

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