"What we liked best was your recipe tactic." That would start out on all the tourism social networks and social media. Then, based on the metrics, we might develop a book.
What we know is that when people are in the decision-making process of where to visit, they usually make the selection among well-known brands. One attribute of tourism branding is the food.
With recipes they can sample, at least only in their minds, what the food will be. Since food represents intimacy, they had already developed a connection with the nation.
If they collect the needed ingredients and prepare the dish, they have already made an investment in the tourism experience. They will make it their business to compare how their version stacks up against those of the chefs in Country X.
Incidentally, on a domestic level, I developed a bond with Panera through its soup recipes. They were on the Internet. They were good to prepare, serve to friends, and eat. That shaped my brand experience with Panera. When I was evaluating fast casual dining stocks for Motley Fool, I would find innovative ways to position and package the value of Panera (PNRA - Nasdaq).