... manuscripts, what may reflect a trend toward its evaluation in travelling experiences. More studies should address the relevance of breakfast and food to (diverse type of) costumers, and managers should also consider these factors when advertising their hotels. Originality/value To the best of the authors...

.... Design/methodology/approach Analysis of narratives on food product packages that claim a connection to Italy lets this qualitative study join two streams of research – on COO effect and marketplace mythology. Findings The work proposes four mythological properties of the country of origin construct...