A NOVEL GASTRONOMIC MODEL APPLIED TO FOREIGN VISITORS. A STRUCTURAL EQUATION MODEL APPROACH

Presenter Information

Tomás López-Guzmán Dr., Universidad de CórdobaFollow
Salvador Moral-Cuadra Dr., Universidad de GranadaFollow
Juan Carlos Martín Dr., Universidad de Las Palmas de Gran CanariaFollow
Concepción Román Dra., Universidad de Las Palmas de Gran CanariaFollow

Location

Gran Canaria

Participation

Attend the conference at Gran Canaria in person.

Type of Submission

Paper Presentation

Short Abstract

• Purpose: The main objective of this research is to validate the formalized hypothesis in order to help some of the main public and private stakeholders in the design of strategies that could improve the gastronomic visitors’ experience and satisfaction taking gastronomic motivations as a starting point.
• Design/methodology: The study was carried out through a quantitative methodology based on structural equations, where a prior theoretical development of the hypotheses was also first formalized. The final sample size was 710 foreign visitors who visited the city of Córdoba, Spain –a worldwide known world heritage city.
• Findings: Results indicate that gastronomic motivations have a direct influence on loyalty, gastronomic experience and gastronomic satisfaction. Important insights are obtained that help public and private organizations in the field of tourism to redefine or establish strategies for tourism promotion. Therefore, the correct identification of gastronomic motivations is paramount to establish new and better destination promotion policies that foster both gastronomic satisfaction and loyalty.
• Originality/value: A correct identification of the motivations can help Destination Management Organizations (DMOs) managers to develop adjusted marketing and communication campaigns that improve returns to the destination or a recommendation to family and friends.