The Mornington Peninsula brand: Does it resonate with tourists? [abstract]

The Mornington Peninsula’s economy relies heavily upon tourism and focuses on food tourism experiences. The aim of this research is to investigate how the region’s food tourism brand is resonating with tourists and influencing their behaviours. The findings will be used to develop a destination branding framework that has theoretical contributions and practical implications. In a theoretical context, the model is expected to provide new insights into destination branding, especially for regional tourism destinations. From a practical perspective, the framework will assist in the formulation of more effective branding policies and strategic marketing communications for the region.