Is Gastronomy A Relevant Factor for Sustainable Tourism? An Empirical Analysis of Spain Country Brand.
Resumen: Tourism has become a fundamental industry for the economic growth of many countries.
Due to this, there is growing competitiveness among the di erent destinations to attract as many
tourists as possible. As a result, disciplines such as marketing have developed tools to di erentiate
some destinations from others and concepts such as place branding and country brand have emerged.
One of the key factors forming the country brand is gastronomy, as food tourism is one way to reduce
the growing problem of sustainability in tourism, as it impacts di erent aspects of the country’s
environment. However, there is a great lack of scientific works that relate both variables. In this
paper, we propose to establish that, in the case of Spain, tourists’ perception of Spanish gastronomy is
a key element of its country brand. To do that, this study relies on the use of Partial Least Squares
Structural Equations Modeling (PLS-SEM) using a 496 cases data set.
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