Edible Heritage, Enduring Brands: The Role of Culinary Experiences in Destination Engagement

This study explores how multidimensional culinary heritage experiences (CHEs) influence tourists' engagement with destination brands. Drawing on the stimulus-organism-response framework and social identity theory, the research examines the serial mediation of cultural uniqueness, cultural pride, and cultural identity, with perceived authenticity as a moderating factor. Survey data from 557 tourists in China were analyzed using PLS-SEM. Findings reveal that CHEs positively shape cultural perceptions, which sequentially enhance cultural identity and, ultimately, destination brand engagement (DBE). Perceived authenticity is found to strengthen key relationships within this process, underscoring its role in deepening cultural connections. This study advances the literature by elucidating the sequential psychological progression from momentary culinary evaluations to internalized cultural identity, offering an integrated framework for heritage-led destination branding that provides both theoretical and practical value for strengthening DBE.