Food image is increasingly recognized as a source of destination brand building; however, food image variations between different tourist groups are not well understood. Using projective techniques, this study captures the variation of food images among visitors and non-visitors to Egypt. Differences exist in four food image domains: food health and quality, food accessibility and dining places, food production and cooking methods, and food culture and heritage. Findings support the dynamic nature of tourist food images. Non-visitors held predominantly generic, cognitive-based, and holistic food image perceptions. In contrast, visitor food images were complex, specific, and more accurate. The study advances the literature by clarifying how non-visitors abstract and identity-centric stereotypes develop into concrete experiential-based food images. The identified image congruences and gaps offer a basis for positioning and developing food tourism products for Egypt and similar destinations. The results help destinations tailor their marketing strategies to different visitor groups.

中文翻译：

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游客和非游客的目的地美食形象：它们在埃及有何不同？


食品形象越来越被认为是目的地品牌建设的源泉；然而，不同旅游群体之间的食物形象差异尚不清楚。这项研究利用投影技术捕捉了埃及游客和非游客之间食物图像的变化。差异存在于四个食品形象领域：食品健康和质量、食品可及性和就餐场所、食品生产和烹饪方法以及食品文化和传承。研究结果支持了旅游食品图像的动态本质。非游客主要持有通用的、基于认知的和整体的食物图像感知。相比之下，游客的食物图像复杂、具体且更准确。该研究通过阐明非游客的抽象和以身份为中心的刻板印象如何发展成具体的基于经验的食物图像来推进文献的发展。所确定的图像一致性和差距为埃及和类似目的地定位和开发美食旅游产品提供了基础。研究结果有助于目的地针对不同的游客群体制定营销策略。