Visitors' and non-visitors' destination food images: How do they vary in Egypt?

Food image is increasingly recognized as a source of destination brand building; however, food image variations between different tourist groups are not well understood. Using projective techniques, this study captures the variation of food images among visitors and non-visitors to Egypt. Differences exist in four food image domains: food health and quality, food accessibility and dining places, food production and cooking methods, and food culture and heritage. Findings support the dynamic nature of tourist food images. Non-visitors held predominantly generic, cognitive-based, and holistic food image perceptions. In contrast, visitor food images were complex, specific, and more accurate. The study advances the literature by clarifying how non-visitors abstract and identity-centric stereotypes develop into concrete experiential-based food images. The identified image congruences and gaps offer a basis for positioning and developing food tourism products for Egypt and similar destinations. The results help destinations tailor their marketing strategies to different visitor groups.