A NOVEL GASTRONOMIC MODEL APPLIED TO FOREIGN VISITORS. A STRUCTURAL EQUATION MODEL APPROACH
Location
Gran Canaria
Participation
Attend the conference at Gran Canaria in person.
Type of Submission
Paper Presentation
Short Abstract
Gastronomy is a key element for the development of a cultural heritage destination. In this sense, gastronomy is also a very important motivation for a satisfactory tourist experience that results in subsequent satisfaction. The aim of this research is to carry out an analysis of different variables related to motivations, loyalty and satisfaction, all from a gastronomic point of view. The target were those foreign tourists who visited the city of Cordoba between March and September 2018 and who had tasted the local gastronomy of Cordoba. Out of a total of 723 questionnaires obtained, only 710 were finally found to be valid, after an initial filtering process. A methodology based on structural equations (Partial Least Squares - PLS) was used and, given the explanatory nature of the research, the predictive power and effect size were addressed through the coefficient of determination (R2) and f2 respectively. In addition, a hypothesis test was carried out in order to test the influence or not between variables. The results show a direct influence of gastronomic motivations on the gastronomic experience, gastronomic satisfaction and loyalty towards the destination. It is worth noting the moderate predictive power of the destination loyalty variable. The correct identification of gastronomic motivations is key to the creation of a good promotional strategy by public and/or private entities, since, as has become clear through the model, a correct identification of gastronomic motivations implies a satisfactory gastronomic experience that results in loyalty towards the destination visited.
Keywords: Tourism, gastronomy, Cultural Heritage, Gastronomic Motivations, gastronomic experience, Satisfaction, Loyalty.
A NOVEL GASTRONOMIC MODEL APPLIED TO FOREIGN VISITORS. A STRUCTURAL EQUATION MODEL APPROACH
Gran Canaria
Gastronomy is a key element for the development of a cultural heritage destination. In this sense, gastronomy is also a very important motivation for a satisfactory tourist experience that results in subsequent satisfaction. The aim of this research is to carry out an analysis of different variables related to motivations, loyalty and satisfaction, all from a gastronomic point of view. The target were those foreign tourists who visited the city of Cordoba between March and September 2018 and who had tasted the local gastronomy of Cordoba. Out of a total of 723 questionnaires obtained, only 710 were finally found to be valid, after an initial filtering process. A methodology based on structural equations (Partial Least Squares - PLS) was used and, given the explanatory nature of the research, the predictive power and effect size were addressed through the coefficient of determination (R2) and f2 respectively. In addition, a hypothesis test was carried out in order to test the influence or not between variables. The results show a direct influence of gastronomic motivations on the gastronomic experience, gastronomic satisfaction and loyalty towards the destination. It is worth noting the moderate predictive power of the destination loyalty variable. The correct identification of gastronomic motivations is key to the creation of a good promotional strategy by public and/or private entities, since, as has become clear through the model, a correct identification of gastronomic motivations implies a satisfactory gastronomic experience that results in loyalty towards the destination visited.
Keywords: Tourism, gastronomy, Cultural Heritage, Gastronomic Motivations, gastronomic experience, Satisfaction, Loyalty.
https://docs.lib.purdue.edu/itsa/ITSA2022/ITSA2022/71