Core Insights - The article discusses the integration of food culture and tourism in Leshan, Sichuan, highlighting the city's efforts to promote its culinary offerings alongside its famous tourist attractions [4][6][20] - Leshan aims to transform its image from a destination known solely for the Leshan Giant Buddha and Emei Mountain to a vibrant culinary hub, attracting over 100 million tourists and generating significant revenue [4][8][12] Group 1: Food and Tourism Integration - Leshan's strategy includes promoting its culinary culture through events like the World Sichuan Cuisine Conference and the China Catering Industry Development Conference, which enhance the visibility of local food [8][9] - The city has shifted from a "ticket economy" to a "comprehensive consumption" model, where food becomes a primary reason for tourists to visit [4][6] - A significant portion of visitors (over 60 million) are now coming specifically for the food experience rather than traditional sightseeing [4][12] Group 2: Brand Recognition and Awareness - Efforts to enhance the recognition of Leshan's food include branding initiatives and engaging with younger demographics, particularly university students, to create a core consumer market [6][9] - Research indicates that 74% of tourists learned about Leshan's food through word of mouth, highlighting the need for improved marketing and awareness [6][7] - The city is working to change the perception that it only offers the Giant Buddha and Emei Mountain by promoting its diverse culinary offerings [7][8] Group 3: Quality and Standards - Leshan is implementing quality standards for its food offerings, including the establishment of local culinary standards to ensure consistency and reliability for visitors [12][13] - The city has initiated competitions to identify and promote local eateries, providing them with official recognition and support to enhance their visibility [10][11] - A focus on maintaining high food quality is crucial for building a positive reputation among tourists, with efforts to reduce complaints and improve service [12][13] Group 4: Experience Enhancement - Leshan is creating clustered food experiences in traditional streets to facilitate easier access for tourists, transforming the dining experience from mere taste to immersive engagement [15][16] - The city is expanding and upgrading existing food streets to accommodate the growing number of visitors and enhance their overall experience [15][16] - New experiential zones are being developed to provide diverse culinary and cultural experiences, encouraging longer stays and deeper engagement with the city [17][18] Group 5: Future Directions - The article raises questions about whether Leshan should focus on promoting a single standout dish or develop a collective brand for its diverse culinary offerings [20][22] - Suggestions include creating a unified brand for "Leshan Snacks" to leverage the city's rich culinary diversity, rather than relying on a single iconic dish [22] - The ongoing development of Leshan's culinary identity reflects a broader trend in urban tourism marketing, emphasizing the importance of local food culture [21][22]