| Abstrakt: |
In this study, a resource-based view and positioning strategy have been applied to discuss the role of gastronomy in destinations from a strategic management perspective. San Antonio, Texas was designated as a UNESCO Creative City of Gastronomy in 2017, making it an appropriate case for this study. Using document analysis, the gastronomy resources of San Antonio were identified as the key success factors in the strategic analysis and classified as facilities, activities, events, and organizations. The article highlights how the city's resources influenced UNESCO's selection of San Antonio as a Creative City, and how this membership has led to entrepreneurship, the development of local initiatives, the growth of sustainable food, and economic benefits, all of which are UNESCO's Sustainable Development Goals. The findings reveal that to benefit the most from the available resources, specific marketing strategies are required to enhance the attractiveness of a destination. Moreover, differentiating a destination through positioning is recognized as a crucial strategy to keep ahead of competitors. With a focus on gastronomy-related strategies, this study provides important directions and implications for policy makers, researchers, and entrepreneurs. |
