Destination image and the perceptions of regional iconic goods

Although there has been substantial research on destination image, previous studies have not yet explored how regional iconic goods may influence destination image; and conversely, how destination image itself may have an impact on iconic goods and price perceptions of them. Using the example of a single iconic product (wine) and the destination image of one region (Burgundy), the current study empirically tests these relationships. An intercept survey was employed to gather on-site data from tourists in the region. The results suggest that four factors comprise the destination image of Burgundy: amenities, aesthetics, affability, and ambience. Overall, destination image has a significant effect on the prices of the iconic good being perceived as fair, with the exception of the aesthetics factor. This effect is more perceptible among consumers who are less knowledgeable about the product.