An integrated structural model of gastronomy tourists’ behaviour
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 2 October 2017
Abstract
Purpose
The purpose of this study is to provide an integrated model to explain the simultaneous impact of gastronomy and destination attractiveness on tourist behaviour.
Design/methodology/approach
A cross-sectional survey was conducted in Melaka and Penang, Malaysia, targeting international tourists. Structural equation modelling analysis was used to examine and explain the relationships hypothesized in the proposed model.
Findings
The fit indices indicated the model structure was satisfactory. Examination of the specific paths in the model indicated that gastronomy attractiveness was positively associated with destination attractiveness and tourist behaviour. Meanwhile, the effect of tourists’ variegated gastronomy affection on the perceived attractiveness of a destination and the area’s gastronomy produced mixed results.
Research limitations/implications
The study contributed to the theoretical understanding of two important theories which are recreation specialization and attitude in the context of gastronomy tourism. The linkages in the model were empirically supported by statistical analyses.
Practical implications
The varying degrees of gastronomy affection amongst tourists can be used as an input to examine tourist behaviour within the gastronomy tourism context while simultaneously highlighting the importance of gastronomy to tourist destinations.
Social implications
The findings of this study are also deemed to assist destination marketers who observe that tourists have become more demanding in search of unique experiences offered by destinations. Based on the hypothesized model, tourists’ past gastronomy experience was a superior predictor than gastronomy involvement and knowledge on perceived gastronomy attractiveness which sequentially elevate tourist’s perceived destination attractiveness.
Originality/value
The study provided an integrated model for predicting tourist behaviour using tourists’ gastronomy affection.
Keywords
Acknowledgements
The authors would like to express their sincere appreciation to Editor-in-Chief, Prof. Dr. Serena Volo and the anonymous reviewers for their constructive comments and suggestions. The present study received funds from the Ministry of Higher Education Malaysia via Fundamental Research Grant Scheme – Grant Number 5524437.
Citation
Leong, Q.-L., Ab Karim, S., Awang, K.W. and Abu Bakar, A.Z. (2017), "An integrated structural model of gastronomy tourists’ behaviour", International Journal of Culture, Tourism and Hospitality Research, Vol. 11 No. 4, pp. 573-592. https://doi.org/10.1108/IJCTHR-05-2016-0047
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited