Food-based experiences as antecedents of destination loyalty

Abstract

Purpose

The purpose of this paper is to test the value of experientiality as a determining factor for destination loyalty (LOYD) in the context of culinary tourism. The present research sees in memorability (MEM), Quality of Life (QoL) and place attachment (PA) experiential variables driving future loyal intentions to revisit a certain place.

Design/methodology/approach

The causal relationships between the concepts have been analysed using structural equation modelling and the partial least squares technique.

Findings

Results achieved confirmed that new concepts should be considered in order to reach a better understanding of the current experiential phenomenon and to provide destinations and practitioners with new strategies in line with the requirements of the sector and the modern consumers’ expectations.

Research limitations/implications

Due to the application of a convenience sample, results should be understood within the context of this case study.

Practical implications

The conclusion of this research highlights the importance of delivering food-based experiences to travellers with the aim of generating a positive impact in individuals’ lives, beyond the holiday time. This can result in QoL and PA which are strong antecedent of future loyal intentions towards a destination.

Originality/value

This work represent one the first attempts to measure the experiential value of food-based experiences lived on holidays and its effect on marketing results. This research outlines useful strategies for enhancing the competitiveness of destinations in the new experiential scenario.

Citation

Di-Clemente, E., Hernández-Mogollón, J.M. and Campón-Cerro, A.M. (2019), "Food-based experiences as antecedents of destination loyalty", British Food Journal, Vol. 121 No. 7, pp. 1495-1507. https://doi.org/10.1108/BFJ-07-2018-0419