China’s process of becoming rich and powerful in the new era has changed people’s perceptions。The masses’ demand for food is no longer limited to fullness，Higher level of taste bud enjoyment and spiritual and cultural needs are increasingly becoming a vivid footnote to a better life。

“food”，One of the six elements of tourism，Is an indispensable role in travel。Food as a special attraction，Not only can enrich tourism products，Show local culture and history，Also experiential，Is an important branch of special interest tourism。In the context of intensified competition in the tourism market，Destination urgently needs to tap the potential of market segments，Avoid tourism homogeneity。A survey from Ctrip and Booking.com，75% of Chinese people will decide travel destinations based on food。To some extent，Food is becoming a key factor affecting travel decision-making。Overview of the development trajectory of world-renowned tourist destinations，A path to enhance brand image through food is clearly visible，In detail:

188bet online sports betting 。Take advantage of the large-scale news before the food event、Diversified publicity such as advertising、The focus effect during the event and the aftermath effect after the event increase the popularity of the tourist destination，Achieve low cost、Attract target customers with high precision，Shaping the brand image of food tourism destinations。Qingdao in my country and Munich in Germany，Based on beer，188bet online sports betting Developing tourism、Casual、Vacation、Entertainment、Culture、Business、Sports、A large-scale festival integrating competition，And then continue to embed cafes in the development、Bookstore、Cultural and creative product stores and other related businesses，Continuously enrich tourists’ travel experience。Another example，Shunde District, Foshan City, Guangdong Province，In recent years, through 22 worlds“City of Food”City cooperation and joint construction“One Belt, One Road”International Food and Culture Festival，Continuously expand its influence，Vigorously promotes the exchange of Chinese and Western cultures，Promotes the spread of global food culture。

 The second is to create an internet celebrity destination with digital content。Present，Live Broadcast、Vlog、Short videos are in the ascendant，Digital content with both content portal and social genes opens up a new model for food tourism destination marketing，Solved the limitation that pure content marketing cannot directly promote immediate decision-making。Live streaming marketing, which is widely favored by young users，Make more use of celebrity effect，Introducing the unique flavors of food tourism destinations、Historical context、Customs and customs are shown to the audience through live webcast，Interact with your audience flexibly，Collect audience feedback in a timely manner and provide answers，Enhance the sense of reality while breaking the limitations of time and space。Such as Yiwu City, Zhejiang Province，Leverage our own business culture and global access，Taking food from all over the world as the main line，Committed to creating“Yiwu is delicious”IP。Use digital content communication channels to carry out precise marketing to young Millennials，Achieve“188bet app download Thousands of bowls of local delicacies from hundreds of counties + exotic global delicacies”Integrated differentiated brands。

 The third is to use film and television communication to empower consumption upgrades。Many destinations around the world utilize environments featured in film and television productions、Location、Festival activities or food production clips，Packaging the food experience into a must-have element of your visit。For example，By Audrey·The Roman Palm Ice Cream Shop featured in the classic love movie "Roman Holiday" starring Hepburn attracted many movie fans and food lovers to make a pilgrimage，Becomes the most popular food check-in place for Chinese tourists during the National Day in 2019。Coincidentally，The popularity of the TV series "White Deer Plain" has made Shaanxi Youpo Noodles popular。In the play，The process of making noodles with grass jelly is as smooth as clouds，The look of Bai Jiaxuan’s family devouring their food made the audience drool with greed。Another example，CCTV’s documentary "Exploring Shunde" lets people across the country know about Shunde。As the gastronomic capital of the world，Shunde Cuisine Yiqing、Shuang、fresh、Slip、tender、Really famous，Unique among Cantonese cuisine，Shunde dim sum is even more exquisitely made、Tastes delicious，11 kinds of snacks such as double skin milk were selected as“Chinese famous snacks”。Also，Programs such as "A Bite of China", "Flavor of the World", "A String of Life" and "Fengwei" have also brought great popularity to various tourist destinations，Significantly promoted the development of local economy。

 In summary，Empowering the construction of tourist destinations through food，It is a popular method for tourists and local residents，Not only enhances tourists’ understanding of the destination in 188bet app download the two-way interaction of culture and food，It also provides tourists and local residents with a cultural integration space shared by hosts and guests。That’s why，Post-epidemic era，Gourmet tourism points out the high-quality development direction for my country’s huge tourist destinations。The author thinks，There are three revelations:

First, build a multi-level food ecology，Meet different levels of consumption needs。Any industry，All exist“High-end tree image、Low-end traffic、Mid-range makes profits”'s rules，The same is true for tourism。In destination management，We should pay attention to the layout of local food formats，While creating high-end and ceremonial food situation tourism，Focus on improving the quality and efficiency of high-frequency food and leisure scenes。Also，We should work hard on diversified development。In addition to taking food as the core attraction of the region，You should also practice actively“Internal strength”，On the block、Complex、Scenic spots、Comprehensive consideration of natural tourism in rural construction、Cultural Exhibition、Leisure Shopping、Intangible Cultural Heritage Experience、Sports vacation、Self-contained product formats such as farming experience，Encourage tourists and food tourism destinations to reach a higher level of spiritual connection and emotional resonance。

The second is to unite multiple marketing entities，Create a vivid food tourism brand。The establishment of a food tourism brand is complicated，It is cross-industry、Cross-department、Cross-organization、Multiple cross-scenario integration across business formats。Only multiple entities cooperate and market together，Only in order to gradually establish the food tourism brand of the destination。Stakeholder 188bet app relationships in food tourism destinations should be actively sorted out，Focus on private chefs、Gourmet expert、Time-honored brand、Intangible genetic inheritor、To sort out the demands of stakeholders such as street food stores，Play the role of industry associations，Planning projects adapted to local conditions。On the other hand，We must attach great importance to the communication power of integrated media，Integrate mass media platforms and self-media communication channels，In-depth cooperation with food review websites and short video websites，Proactively obtain positive word-of-mouth in the process of proactively configuring marketing channels。

The third is to lay a solid foundation for food tourism，Lengthen the second curve of social and economic development。No matter how good the promotion，Can’t withstand the impact of great disappointment。For the service industry，Sincerity is the first priority。The food tourism destination must be in“Eat what you hear”hard work up and down，Ensure good food“Quality”，Consolidate product quality and reputation。Based on this，Continuously iterate destination management concepts。To avoid the limitations of thinking in developing food marketing in isolation，Continuously lengthening the second curve of social and economic development。Learn from Karuizawa, Japan“Business in the Landscape”、Guangdong“Exploring Shunde”’s experience，Use exquisite food as the main driving force of innovation，Continuously explore new industry engines，Lay the foundation for the sustainable development of local economy and society。

Author: Member of the Party Committee of Yiwu Culture, Radio, Television, Tourism and Sports Bureau、Deputy Director

Ph.D. in Industrial Economics from Zhejiang Tourism Vocational College Gao Ming