Elide Di-Clemente, José Manuel Hernández-Mogollón and Ana María Campón-Cerro
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…
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.
Details
Keywords
Helena Alves, Ana María Campón-Cerro and José Manuel Hernández-Mogollón
The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the…
Abstract
Purpose
The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination loyalty, approaching this through the variables of trust, attachment and satisfaction.
Design/methodology/approach
This study used a quantitative methodology based on an on line survey conducted in Spain. The sample consisted of 464 tourists who participate in rural tourism. The analysis of the proposed model was carried out based on the partial least squares method.
Findings
The results confirm that the model has a substantial to moderate explanatory capacity for overall satisfaction and loyalty, in which overall satisfaction acts as a mediator between the variables that make up relationship quality in reference to loyalty.
Research limitations/implications
The main limitations of this research arise from the scarcity of works which aim to understand relationship quality in tourism destinations. To broaden results, it should be applied in other tourism destinations, products, services and experiences.
Practical implications
Destination managers should give relationships a special role in their tourism development programmes in rural tourism contexts.
Social implications
Rural tourism destinations and companies are generally small-sized organisations that need managerial tools. These can benefit from developing sustainable relationships.
Originality/value
The significant role played by relationship quality regarding destination loyalty is studied in detail in this model.
Propósito
La literatura sobre los factores que generan lealtad a los destinos turísticos poco ha centrado su atención en el marketing relacional, lo que ha dejado un vacío en la comprensión de la lealtad al destino. Este artículo examina la influencia de la calidad relacional en la lealtad a los destinos rurales, a través de las variables confianza, apego y satisfacción.
Diseño/metodología/enfoque
Este estudio usa una metodología cuantitativa basada en una encuesta on line realizada en España. La muestra estaba formada por 464 turistas que practican turismo rural. El análisis del modelo propuesto fue llevado a cabo con el método partial least squares.
Resultados
Los resultados confirman que el modelo tiene una capacidad explicativa sustancial-moderada para la satisfacción global y la lealtad, en la que la satisfacción global actúa como mediadora entre las variables que conforman la calidad relacional y la lealtad.
Limitaciones de investigación/implicaciones
La principal limitación de esta investigación surge de la escasez de trabajos cuyo objetivo se centra en la comprensión de la calidad relacional en los destinos turísticos. Para ampliar los resultados, habría de aplicarse en otros destinos, productos, servicios y experiencias turísticas.
Implicaciones prácticas
Los gestores de destinos deberían otorgar un papel especial a las relaciones en sus programas de desarrollo turístico en el medio rural.
Implicaciones sociales
Los destinos y empresas de turismo rural son por lo general organizaciones de pequeñas dimensiones que necesitan herramientas para la gestión. Ellas pueden beneficiarse del desarrollo de relaciones sostenibles.
Originalidad/valor
El papel significativo que juega la calidad relacional con respecto a la lealtad al destino, estudiado en detalle en este modelo.
Palabras clave
Marketing relacional, Calidad relacional, Lealtad, Destinos rurales, Partial least squares (PLS)
Tipo de artículo
Artículo de investigación
Details
Keywords
José Manuel Hernández-Mogollón, Elide Di-Clemente and Ana María Campón-Cerro
This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and…
Abstract
Purpose
This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and quality of life (QOL), and their impact on marketing outcomes, namely, satisfaction and loyalty, approached from an experience perspective.
Design/methodology/approach
An empirical approach has been adopted. Data have been collected through an online and a paper-and-pencil method, using an original questionnaire addressed to tourists who had a food-based experience during their recent holidays. Partial least squares-structural equation modelling is the technique used for data analysis.
Findings
The results confirm that local food, enjoyed through quality experiences, is a determining factor in designing memorable products, achieving tourist satisfaction, improving their QOL and encouraging loyalty to experiential food-based practices.
Research limitations
Results should be interpreted within the context of this research because of the use of a sample conveniently selected.
Practical implications
Gastronomic experiences represent a successful strategic resource for tourist destinations and professionals who want to adapt their business/destination to the new requirements of the experiential context.
Originality/value
To the best of authors’ knowledge, this study is first to relate the impact of memorable and quality culinary experiences on the QOL of tourists, chasing, as a final result, loyal intentions towards a specific kind of experience (culinary) rather than towards the destination.
Propósito
Este trabajo propone un modelo original en el contexto de las experiencias gastronómica que relaciona nuevas variables experienciales – Calidad de la Experiencia (EXPQ), Memorabilidad (MEM) y Calidad de vida (QOL) – con variables de resultado tradicionales del marketing turístico: satisfacción y lealtad, consideradas desde un nuevo enfoque experiencial.
Diseño/Metodología/Enfoque
Se ha optado por un enfoque empírico. Los datos han sido obtenidos por medio de una encuesta online y en papel, con un cuestionario original dirigido a turistas que han vivido una experiencia gastronómica en sus recientes vacaciones. Los datos han sido tratados con PLS-SEM.
Hallazgos
Los resultados alcanzados confirman que las experiencias gastronómicas de calidad son un factor determinante para diseñar productos turísticos memorables, lograr la satisfacción de los turistas, mejorar su calidad de vida e incentivar la lealtad hacía prácticas experienciales vinculadas a la gastronomía.
Limitaciones
Debido al uso de una muestra no-probabilística de conveniencia los resultados de este estudio sufren limitaciones en cuanto a su generalización.
Implicaciones practicas
Las experiencias gastronómicas representan un recurso estratégico para los destinos turísticos y los profesionales del sector que quieran adaptar su negocio/destino a las nuevas exigencias del entorno experiencial.
Originalidad
Este trabajo relaciona por primera vez el impacto de las experiencias gastronómicas memorables y de calidad en la calidad de vida de los turistas, planteando como resultado final la lealtad al tipo de experiencia, más que la intención de volver a visitar el destino.
Details
Keywords
Helena Maria Baptista Alves, Ana María Campón Cerro and Ana Vanessa Ferreira Martins
The purpose of this paper is to explore the impact that an event such as the Cherry Festival, organized by the municipality of Fundão (Portugal), can have in a rural area.
Abstract
Purpose
The purpose of this paper is to explore the impact that an event such as the Cherry Festival, organized by the municipality of Fundão (Portugal), can have in a rural area.
Design/methodology/approach
To obtain a complete picture of the impact of the Cherry Festival on Fundão, the perspectives of the organizers, suppliers, and the local residents are combined. The impact is evaluated through qualitative economic and social impacts and quantitative economic impact. The information is obtained through primary and secondary data with personal interviews and questionnaires.
Findings
The results suggest that for these kind of small events, there are economic and social impacts, but the social impacts extend beyond the economic benefits.
Research limitations/implications
The main limitation of this paper is the impossibility of using input‐output tables and multipliers of expenditures in a small area such as the one studied.
Practical implications
The paper shows that even in small events important impacts may occur that justify the investments made on them.
Originality/value
The paper presents a combination of methodologies to measure the impact an event can have in small areas that do not have suitable input‐output tables and multipliers of expenditures.
Details
Keywords
The paper aims to review a case study that seeks to measure the impact of a cherry festival on a rural area in Portugal.
Abstract
Purpose
The paper aims to review a case study that seeks to measure the impact of a cherry festival on a rural area in Portugal.
Design/methodology/approach
The paper outlines methodologies for measuring impact of tourism in local areas comprehensively. It follows one specific case study.
Findings
Each year, a small rural area of Portugal called Fundão holds a three day Cherry Festival. The event is designed to promote the region and its agriculture, raising the status of the cherry while bringing the financial and social benefits of tourism to a poor town with an aging population. Over the course of the festival, families covert their homes into shops and tavernas, offering fresh cherries as well as jams, liqueurs and other fruit products for sale. In total 20,000 kilograms of cherries are sold in three days. Local hotels see an almost 46 percent increase in business, and restaurants sell 55 percent more meals. Clearly, then, the Cherry Festival is an important occasion on Fundão's calendar. But as an event manager or a researcher, what is the best way to measure the festival's success?
Practical implications
The paper offers a methodology for measuring the impact of tourism and outlines areas for further research.
Social implications
The paper highlights social as well as economic effects of tourism in small rural areas.
Originality/value
The paper may be useful to researchers of tourism as well as event managers.
Details
Keywords
Ana Ma Castillo Canalejo and Juan Antonio Jimber del Río
The main purpose of this research was to develop a universal model to evaluate the perceived value of tourism services and satisfaction with, and loyalty to, destinations from the…
Abstract
Purpose
The main purpose of this research was to develop a universal model to evaluate the perceived value of tourism services and satisfaction with, and loyalty to, destinations from the consumers’ perspective and demonstrated the model’s applicability in this context.
Design/methodology/approach
Using the structural equation model, cause and effect relationships were identified between the proposed model’s constructs, and indices of quality, satisfaction and loyalty among tourists were estimated. This system was applied to a large set of data collected with a structured questionnaire distributed to tourists visiting the city of Seville through a non-probabilistic sampling by intentional quotas method. In total, 922 valid surveys were obtained.
Findings
The indices show that tourists who visit Seville report a high level of loyalty to, and satisfaction with, this place because of the perceived quality of a variety of services. It is observed that the perceived quality index is much higher (17.95 per cent) than the expected quality index, so the quality of the service received by the tourist during his/her visit to Seville is described as excellent.
Research limitations/implications
Regarding this study’s limitations, other variables could have been included that influence tourist satisfaction, such as the climate, the effect of advertising medium, the prices and the emotional components. In addition, surveying tourists’ expectations before their visit is virtually impossible, as is surveying the same tourists again about their perceived value and satisfaction after their visit. Future lines of research could focus on the intersection of information between tourism offer and demand, providing information about an appropriate balance in specific markets. The proposed model can also be applied to other tourism places that are similar to Seville’s tourism offer, allowing useful comparisons and identification of critical points and ways to improve customer satisfaction continuously.
Practical implications
By establishing indices of expected and perceived quality and satisfaction and loyalty among tourists, tourism authorities and different economic agents involved in this sector can receive objective information about the results and quality of tourism services. Tourism managers, thus, can set objectives for improvements and competitiveness, as well as building and maintaining customer loyalty. At the same time, these indices allow comparisons with other organisations and places. By facilitating greater transparency in the measurement of quality and satisfaction, service providers connected to tourism can create a platform on which to articulate clearly their contributions to interested parties and local communities.
Social implications
These results constitute strategies and findings that any tourism place has to consider in the planning and development of its products. Therefore the model can help to encourage a long-term market perspective among tourism sector regulators, investors and agencies. With the information obtained with this model, areas needing improvement can be identified and the appropriate procedures can be put into practice to improve the tourism offer, adjusting it to meet travellers’ needs according to their motivations to travel to the destination. Residents also can benefit from these measures, as their quality of life will improve through upgrades of the city’s tourism facilities.
Originality/value
The unique contribution of the present study lies in how the indices or indicators of quality of, satisfaction with and loyalty to destinations among tourists are easily measured by applying structural equation modelling. A new approach to measure satisfaction, loyalty and quality is used based on a scale from 0 to 100, and the index results are very useful for comparing different tourist places.
Details
Keywords
Diana Aksenova, Wenjie Cai and Maria Gebbels
This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage. Performance…
Abstract
Purpose
This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage. Performance theory and prosumption provide a theoretical lens to investigate how a cooking class influences the pre-trip destination sensescape.
Design/methodology/approach
This study used participatory action research consisting of an immersive Tatarstan cooking class experience with the supporting materials of music and videos, focus group discussions and participant observations.
Findings
Cooking class participants prosume local culture and (re)construct the perceptions of Tatarstan by partaking in cooking classes through a multisensory experience. The pre-trip destination sensescape formation in the cooking class is dynamic, stimulating and memorable. With active engagement in co-creating in the process, such experience significantly strengthens and reshapes the perceptions of a destination.
Practical implications
Cooking classes can be leveraged in pre-trip marketing as a tool to enhance the competitiveness of tourism destinations and contribute to accessible tourism, such as engaging visually impaired tourists’ other heightened senses in experience design and marketing.
Originality/value
This study revealed that participation in cooking classes involves active, embodied and multisensory engagement, which acts as a vehicle of the destination perception change.