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Article
Publication date: 3 June 2019

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…

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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

British Food Journal, vol. 121 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Open Access. Open Access
Article
Publication date: 2 July 2020

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…

5870

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.

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