Pulling Tourists Through Food? The Empirical Analysis of Brand Equity, Loyalty and Image in China
Menarik Pelancong Melalui Makanan Analisis Empiris Ekuiti Jenama, Kesetiaan dan Imej di China

UKM-Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

mohdhelmiali@ukm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia,
43600 UKM Bangi, Selangor, MALAYSIA.

p112463@siswa.ukm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43000 Bangi, Selangor, MALAYSIA.

norasiah@ukm.edu.my

UCSI Graduate Business School
UCSI University
56000 Kuala Lumpur, MALAYSIA.

ahsananwar786@gmail.com

Abstract

Food is a fundamental element of tourism destinations that contributes to their identity and appeal. Prior research explored the role of local cuisine in shaping tourists’ experiences, emphasising its potential benefits. However, few studies specifically examine the impact of unique local food on tourism destination brand equity, particularly in the context of Chinese tourism destinations. This study aims to assess how distinctive local cuisine influences destination branding. With the use of a convenience sampling approach, data were collected from 323 visitors to tourism destinations in Mainland China. Findings indicate destination brand image, fostering brand loyalty through the mediating effect of destination brand value. This process strengthens the destination’s reputation and long-term branding efforts. This study provides empirical evidence for stakeholders and academics in China’s food tourism sector, offering strategic insights into the role of local cuisine in destination marketing. These findings contribute to a deeper understanding of how culinary uniqueness shapes tourism branding, supporting future research and industry practices.

 

 

Keywords

China; food tourism; tourism destination brand equity; tourism destination branding; Unique local food
https://doi.org/10.17576/pengurusan-2026-76-6

Citation

Ali, M. H., Nan, H., Omar, N. A., & Anwar, A. (2026). Pulling Tourists Through Food? The Empirical Analysis of Brand Equity, Loyalty and Image in China. Jurnal Pengurusan, 76, 85–99. https://doi.org/10.17576/pengurusan-2026-76-6

@article{ali2026pulling,
  title={Pulling Tourists Through Food? The Empirical Analysis of Brand Equity, Loyalty and Image in China},
  author={Ali, Mohd Helmi and Nan, Hao and Omar, Nor Asiah and Anwar, Ahsan},
  journal={Jurnal Pengurusan},
 

volume={76},
  number={},
  pages={85—99},
  year={2026},
  doi={https://doi.org/10.17576/pengurusan-2026-76-6},
  publisher={Penerbit UKM},
}

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76 (2026) 85 – 99

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