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Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image

Alina Kovalenko¹, Álvaro Dias¹, Leandro Pereira²

¹DMOGG, ISCTE-IUL, 1649-026 Lisbon, Portugal.

Foods (Basel, Switzerland)

|January 21, 2023

Summary

Gastronomy significantly impacts travel decisions and tourist satisfaction. Understanding food experiences enhances destination branding and marketing efforts for memorable trips.

Area of Science:

Tourism Studies
Consumer Behavior
Destination Marketing

Background:

Gastronomy is a key driver in destination choice and tourist satisfaction.
Ukraine's gastronomic tourism potential is under-researched.
Understanding food's role in travel is crucial for destination development.

Purpose of the Study:

To analyze factors influencing gastronomic experiences.
To assess the impact of gastronomy on tourist satisfaction and destination brand perception.
To explore these relationships within Ukraine.

Main Methods:

Online survey of domestic and international tourists.
Structural Equation Modeling (SEM) for hypothesis testing.
Empirical analysis of linkages within a proposed model.

Main Results:

Past experience and prior knowledge positively influence gastronomic experiences.
Prior knowledge affects perceived cuisine quality and food activities.
Gastronomy is vital for destination positioning in domestic and international markets.

Conclusions:

Gastronomic experiences are critical for memorable travel and destination branding.
Hospitality businesses should leverage local food and markets.
Destination marketers can use these insights to meet evolving tourist demands for unique experiences.

Keywords:

destination brand image food tourism gastronomy experiences satisfaction

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