||Place branding to attract tourism has largely been the domain of management and marketing researchers (Allen, 2010; Kavaratzis & Kalandides, 2015). City and destination marketing may be the way to change organisations and consumers attitudes and behaviours’ and increase attractiveness across city branding (Lucarelli, 2012; Camilleri, 2018). The search for alternative solutions for the differentiation of tourism destination has been discussed by several authors (Alonso and Northcote, 2010; Camilleri, 2018; Dubois, Cawley and Schmitz, 2017; Quan and Wang, 2004). By other side, brand experience is one of the most auspicious concepts to emerge in consumer research over the last decade. Furthermore, brand experience is increasingly recognised as important in managerial practice. Tourism theory suggests mechanisms of place branding are critical in the construction of tourism environments. Gillet, Vallerand, Lafreniere and Bureau (2013) defends that if the consumer experience was positive, then it may increase the well-being and life satisfaction of the individual. Also Knoblock, Robertson and Aitken (2017) posit that in tourism context, consumer experiences have impact on well-being and quality of life. Several research have shown that consumers’ happiness is connected to live experiences (Bhattacharjee and Mogilner, 2014; Loureiro, Breazeale and Radic, 2019), namely, experiences related to tourism. On the other hand, tourism experience are associated with life satisfaction (Bimonte and Faralla, 2015; Naidoo and Sharpley, 2016; Nawijin, 2016) and happiness (Loureiro et al., 2019).
This research has as main objectives to evaluate: (1) assess to economic impact (of the total expenses) of the tourist in the city of Porto and the perception of the consumer on the well-being that the city provides in a double aspect (Asendorpf, 2004) – in the cognitive component called “life-satisfaction” and the affective component “happiness”; (2) assess the experience of the destination combined with the pleasure of consumption in relation to gastronomy and wine; (3) evaluate expenses in gastronomy and wine considering the consumption experience; (4) study the image of the destination considering the gastronomy and wine consumption experience.