Developing a framework of critical success factors of Guilin as a food tourism destination

Food tourism has gained increasing attention, positioning the development of food tourism destinations as a key strategy for enhancing the competitiveness of the tourism industry in many cities. Identifying destination Critical Success Factors (CSFs) is therefore crucial. However, empirical studies on food tourism destinations in Southeast Asia have not adequately explored the destination's natural, cultural, and social resources. Consequently, the CSFs for developing food tourism destinations remain insufficiently clear, necessitating the creation of a comprehensive theoretical framework of CSFs. This study addresses this gap by focusing on the CSFs of a successful food tourism destination in Guilin, a renowned tourist destination in mainland China. Through a systematic literature review, this study examines the CSFs of Guilin as a food tourism destination in depth, based on the Total Product Concept (TPC) and the Delphi method. The investigation encompasses Guilin's rich natural, social, and cultural resources, proposing six dimensions and 22 factors affecting the food tourism destination. With the assistance of a team of experts, an instrument was developed to identify the CSFs of Guilin as a food tourism destination. To improve the reliability and validity of the study, a quantitative research methodology was employed, collecting data through a structured questionnaire from various stakeholders in Guilin's food tourism industry, including restaurant operators, government officials, service providers, and tourists. This study identified six CSFs for Guilin's food tourism success using Multiple Linear Regression (MLR) analysis including destination marketing, visitor experience, destination image, stakeholder involvement, core food products, and government support. Among these factors, destination marketing emerged as the most influential, underscoring the crucial role of marketing campaigns and social media in shaping visitor perceptions and decision-making. The study contributed to developing a framework of CSFs for food tourism destinations, providing valuable insights into destination marketing and strategy development. These findings enrich the academic discourse on food tourism development and offer practical guidance to policymakers and business practitioners to enhance the competitiveness and attractiveness of food tourism destinations such as Guilin