Shaping Destination Brand Image through Gastronomic Tourism: Mixed-Methods Evidence from Balsamic Vinegar of Modena

Gastronomic tourism is a key and ever-growing component of the modern tourism sector and constitutes a strategic instrument for destination positioning and territorial marketing. Despite its relevance, empirical studies remain limited, particularly within the Italian context. The present study analyses the role of Balsamic Vinegar of Modena as a tourism attractor, aiming to understand demand characteristics and stakeholders' promotional strategies. The research adopts a convergent mixed-methods approach. The qualitative component consists of interviews with representatives of the main protection consortia. The quantitative component is grounded in the analysis of visitor data for Acetaia Gambigliani Zoccoli over the last year, focusing on the seasonality of visitor flows, booking channels and spending patterns. The findings highlight specific seasonal dynamics, significant differences in the booking channel usage and variations in expenditure across geographical groups. The study contributes to the literature on food and wine tourism by providing empirical evidence on a globally recognised geographical indication product and by offering managerial implications for destination stakeholders to mitigate seasonal fluctuations during the low season, optimise the choice of booking channels and develop market-specific strategies aimed at attracting and retaining high -value international visitors.