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
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.