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This study explores the brand management and marketing of Creative Cities of Gastronomy. A framework based on brand experience was constructed to investigate its relationship with tourists' brand attachment and brand identification. Two factors that enable tourists to have a stronger brand experience from the self-concept perspective – self-congruity and self-expansion – were also examined.

The authors adopted a quantitative research design and collected data from participants who had visited Creative Cities of Gastronomy. A total of 515 valid questionnaires were collected online and offline. Partial least squares structural equation modeling (PLS-SEM) was used for data analysis and hypothesis testing.

The results showed that brand experience positively affects brand identification and attachment. The brand experience of tourists who considered themselves to be “foodies” was enhanced in the Creative Cities of Gastronomy through self-congruity. The results also confirmed that the relationship between self-congruity and brand experience is mediated by self-expansion.

Studies on the Creative Cities of Gastronomy are limited. The few that have explored these cities are dominated by qualitative approaches. This study applied empirical data to examine the brand experience in Creative Cities of Gastronomy. The authors successfully verified that brand experience is effective for building positive relationships with brand attachment and identification. The study also confirmed that self-congruity and self-expansion are important antecedents of brand experience in Creative Cities of Gastronomy. This study enriches the literature by providing empirical evidence and insights into the marketing and branding of these cities.

Our knowledge of what emotions are elicited explicitly from food consumption and gastronomy experiences in the travel destination and how these emotions establish a relationship with tourists’ behavior is limited. Thus, this study aims to enrich the current knowledge in the gastronomy tourism field from the affective experience perspective and develop a scale to measure tourists’ affective gastronomy experiences (TAGES).

Both qualitative scale development and quantitative scale validation were conducted to ensure the psychometric properties of TAGES.

With the focus group’s contributions and experts’ validation, 12 gastronomy experience affects were identified in the first stage. In the second stage, a quantitative data collection involving 650 samples helped refine the scale. Finally, a reliable and valid scale with five items measuring TAGES was successfully developed.

This study provides a novel perspective by viewing tourists’ gastronomy experiences through an affective lens. Moreover, this study successfully provides evidence for the psychometric properties of the newly developed TAGES by systematically applying item response theory (IRT) and classical test theory (CTT). This study enriches the gastronomy tourism domain by developing the TAGES and presenting a rigorous and exhaustive investigation of its psychometric properties based on an integration of IRT and CTT. A valid and reliable scale that measures the TAGES fills the gastronomy literature gap and proposes an effective tool for future gastronomy experience studies.

The primary purpose of this research is to segment food festivalgoers based upon their experiential value. Once those segments are found, it aims to examine whether the segments differ with regard to their perceived level of satisfaction, delight and loyalty.

A self-administered questionnaire was designed to assess the on-site festival experiential value, satisfaction, delight and loyalty of local and overseas visitors at the Macau International food festival. Data were analyzed by using the factor and cluster approach. To profile segments, a series of chi-square tests, ANOVAs and multivariate analysis of variance were performed.

This study uncovered three underlying dimensions of experiential value and classified four segments based on their experiential value among the food festivalgoers, which provides insightful implications for festival organizers and marketers. The segments differed in age, education level and place of residence. Furthermore, the multi-experiential value group was the most important segment, showing the highest festival satisfaction, delight and loyalty.

Experiential value reflects a core value of festival attendees, where the experience is a determining factor in the creation of a successful festival and desirable outcomes. Limited studies, however, have been conducted to segment food festival markets according to their festival experience. This study identified experiential value, applying it as a segmentation criterion within a food festival setting.

This study aims to propose a systematic knowledge management model to explore the causal links leading to the organizational crisis preparedness (OCP) level of integrated resorts (IRs) during the COVID-19 pandemic based on the intangible capital of organizational climate, dynamic capability, substantive capability and commitment.

The authors use data obtained from IRs in Macau. The Wuli–Shili–Renli (WSR) approach underpins the study. Structural equation modeling following fuzzy-set qualitative comparative analysis (fsQCA) was used for data processing.

The results showed that organizational climate has an essential role in IRs preparedness for crises and affects their dynamic capacity, substantive capacity and commitment. The fsQCA results revealed that the relationships between conditions with a higher level of dynamic and substantive capability lead to higher OCP scores.

Executives should develop systemic thinking regarding organization preparedness in IRs for crisis management. A comprehensive understanding of the IRs’ business environment and crises is necessary, as they will require different factor constellations to allow the organization to perform well in a crisis. Financial support for employees could ensure their assistance when dealing with such situations. Rapid response teams should be set up for daily operations and marketing implementation of each level of the IRs management systems.

This study contributes to the extant literature on IRs crisis management in the OCP aspect. The authors constructed a systematic composite picture of organization executives’ knowledge management through the three layers of intangible capitals in WSR. Moreover, the authors explored causal links of WSR from symmetric and asymmetric perspectives.