Destination Marketing Through a Signature Dish: The Case of Orlando’s Signature Dish

Riana L. Madison, B. Okumus
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Abstract

This case study examines how a destination can be marketed through a signature dish. In particular, this case study discusses how Visit Orlando selected its signature dish and how they use it to promote Orlando. Orlando’s signature dish “Orlando’s Honey Nougat Glace” created by Chef Catherine Delrieu of Mon Petit Cheri was decided to be a great way to display the fresh and unique ingredients found in the local area. This dish showcases local honey, which is a huge staple of Florida. Visit Orlando used this as an opportunity to encourage visitors to explore outside of the theme parks and taste the area’s delicious local cuisine. This study discusses why and how destination marketing organizations (DMOs) can utilize signature dishes to promote their destinations.
通过招牌菜进行目的地营销:奥兰多招牌菜案例
本案例研究探讨了如何通过招牌菜推销旅游目的地。特别是,本案例研究讨论了奥兰多旅游局如何选择其招牌菜,以及他们如何利用这道菜来宣传奥兰多。奥兰多的招牌菜 "Orlando's Honey Nougat Glace "由 Mon Petit Cheri 餐厅的主厨 Catherine Delrieu 制作,是展示当地新鲜独特食材的绝佳方式。这道菜展示了当地的蜂蜜,而蜂蜜是佛罗里达州的一大主食。奥兰多旅游局以此为契机,鼓励游客走出主题公园,品尝当地的美味佳肴。本研究讨论了目的地营销组织 (DMO) 为什么以及如何利用招牌菜来推广其目的地。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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