The main aim of this paper is to investigate the reasons behind the declining number of hot dogs stands around the Copenhagen area and the impact of consumer behavior towards hotdog stands. A Mixed qualitative method was used for the collection of data and case study approaches had been used to examine the consumer behavior, branding and placemaking of Copenhagen through hotdog stands. Primary data collected through semi-structured interviews, ethnographic field observation and online open-ended questionnaire to view their perceptions and actions towards hotdogs. This case study shows that price, health consciousness, hygiene rules, quality of services and experiment of new food in the destinations are the main factors that change the consumer behavior towards hotdogs. It is also found that hotdogs consumption is not a primary factor for consumers to take a travel decision to Copenhagen but one of the important activities which must not be missed while being in the destination. The consumption of hotdogs in Copenhagen also increases the satisfaction level that creates a positive impression about the destination which enhances the branding of Copenhagen. Furthermore, being in a street over a century symbolize the street cultural of Denmark which reflect unique feature of tourism experience in Copenhagen and provide authentic values to consumers. The attractiveness of Copenhagen has enhanced by the presence of street hotdogs for both domestic and international people which is the result of both top-down and bottom-up placemaking approach.

Keywords: Food Tourism, Consumer Behavior, consumption experience, placemaking & Branding