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Influence of gastronomic motivations, satisfaction and experiences on loyalty towards a destination

Salvador Moral-Cuadra (Department of Financial Economics and Accounting, University of Granada, Melilla, Spain)
Juan Carlos Martín (Institute of Tourism and Sustainable Economic Development, Facultad de Economía Empresa y Turismo, Universidad de Las Palmas de Gran Canaria, Las Palmas de Gran Canaria, Spain)
Concepción Román (Institute of Tourism and Sustainable Economic Development, University of Las Palmas de Gran Canaria, Las Palmas de Gran Canaria, Spain)
Tomás López-Guzmán (Department of Applied Economics, University of Córdoba, Córdoba, Spain)

British Food Journal

ISSN: 0007-070X

Article publication date: 19 July 2023

Issue publication date: 10 October 2023

701

Abstract

Purpose

The main objective of this research is to establish an integrated model of gastronomy tourism to help some of the main public and private stakeholders design strategies to improve tourists' gastronomic experience and satisfaction, taking gastronomic motivations as a starting point. Furthermore, the difference between destination satisfaction and gastronomic satisfaction has been established in order to determine the degree to which each one influences loyalty towards the destination.

Design/methodology/approach

After detailing the theoretical framework for the development of the hypotheses, the study was carried out using a quantitative methodology based on structural equation modelling (SEM). The final sample consisted of 710 tourists who visited Córdoba, Spain – a world heritage city of international renown.

Findings

Results indicate that gastronomic motivations, gastronomic experience and destination satisfaction have a direct influence on loyalty towards a destination. Also, destination satisfaction is found to play a mediating role in the relationship between gastronomic experience and loyalty towards the destination. Differences between destination and gastronomic satisfaction have been evidenced. For fostering a tourist's loyalty towards a destination, gastronomic satisfaction alone is not enough; other elements inherent to the destination itself are necessary for full loyalty, whether attitudinal or behavioural.

Originality/value

Correctly identifying tourist motivations can help managers of Destination Management Organizations (DMOs) to develop tailored marketing and communication campaigns that boost return visits to the destination or recommendations to family and friends. DMOs need to be aware that DMOs cannot overlook elements such as safety, hospitality or destination cleanliness at the expense of gastronomic satisfaction.

Keywords

Citation

Moral-Cuadra, S., Martín, J.C., Román, C. and López-Guzmán, T. (2023), "Influence of gastronomic motivations, satisfaction and experiences on loyalty towards a destination", British Food Journal, Vol. 125 No. 10, pp. 3766-3783. https://doi.org/10.1108/BFJ-02-2023-0121

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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