An Exploratory Study on Local Branding Strategy Using Regional Food Resources: Focusing on the Experience of Participation in Local Gastronomy Tourism Program

As the role of local food resources in diversifying the tourism industry, strengthening regional identity, and revitalizing the economy has become more important, this study aims to analyze the experiences of participants who participated in local gastronomic tourism programs using local food resources and to provide implications for regional branding strategies. For this purpose, 10 people who have participated in local gastronomic tourism programs were selected and interviewed in depth and analyzed using the Colaizzi phenomenological methodology. The study results revealed that prior to participating in a local gastronomic tourism program, participants expressed desires to escape their daily routines, relieve stress, taste healthy ingredients and local foods, and anticipate new experiences. Second, during the participation process, meaningful insights emerged, such as the comfort and sense of escape provided by nature, the enjoyment of local ingredients and flavors, appreciation for producers, and the pleasure and benefits of new experiences. Third, after participation, it was shown to promote mental, physical, and emotional recovery, foster the pursuit of new life values, and lead to changes in perception. Through the study, the perspective of gastronomic tourism research was expanded academically, and in practice, the direction of designing creative tourism programs centered on the participants