Dimensions of gastronomic experience affecting on sharing experience: place attachment as a mediator and length of stay as a moderator

Abstract

Purpose

This paper aims to investigate the impact of gastronomic experience on sharing experiences, as well as place attachment as a mediator and length of stay as a moderator.

Design/methodology/approach

Quantitative method was used in this study. The paper conducted an online survey from 717 international tourists who visited Phuket, a city of gastronomy.

Findings

The result revealed that four dimensions of gastronomic experience – entertainment, escapist, education and aesthetic – affected sharing experience. The mediating role of place attachment was documented. As expected, the length of stay moderated the effect of the gastronomic experience on sharing experience through place attachment as a mediator.

Practical implications

These results could help destination managers to develop tourist experiences and enhance customers' length of stay and place attachment. On the other hand, this research contributes to the understanding of the factors that affect sharing experience in the tourism industry with a special focus on the city of gastronomy.

Originality/value

Prior research shows that tourism experience provides a future tourist behavior based on effective attitudinal variables. At the present, this research provides researchers with information on how to narrow the behavior gap through a range of marketing. This study gives additional insights into the indications of what visitors will transfer into behavior and why an area that has not been addressed previously in this context.

Citation

Soonsan, N. and Somkai, U. (2023), "Dimensions of gastronomic experience affecting on sharing experience: place attachment as a mediator and length of stay as a moderator", Journal of Hospitality and Tourism Insights, Vol. 6 No. 1, pp. 344-361. https://doi.org/10.1108/JHTI-07-2021-0171