An integrated structural model of gastronomy tourists’ behaviour

Abstract

Purpose The purpose of this study is to provide an integrated model to explain the simultaneous impact of gastronomy and destination attractiveness on tourist behaviour. Design/methodology/approach A cross-sectional survey was conducted in Melaka and Penang, Malaysia, targeting international tourists. Structural equation modelling analysis was used to examine and explain the relationships hypothesized in the proposed model. Findings The fit indices indicated the model structure was satisfactory. Examination of the specific paths in the model indicated that gastronomy attractiveness was positively associated with destination attractiveness and tourist behaviour. Meanwhile, the effect of tourists’ variegated gastronomy affection on the perceived attractiveness of a destination and the area’s gastronomy produced mixed results. Research limitations/implications The study contributed to the theoretical understanding of two important theories which are recreation specialization and attitude in the context of gastronomy tourism. The linkages in the model were empirically supported by statistical analyses. Practical implications The varying degrees of gastronomy affection amongst tourists can be used as an input to examine tourist behaviour within the gastronomy tourism context while simultaneously highlighting the importance of gastronomy to tourist destinations. Social implications The findings of this study are also deemed to assist destination marketers who observe that tourists have become more demanding in search of unique experiences offered by destinations. Based on the hypothesized model, tourists’ past gastronomy experience was a superior predictor than gastronomy involvement and knowledge on perceived gastronomy attractiveness which sequentially elevate tourist’s perceived destination attractiveness. Originality/value The study provided an integrated model for predicting tourist behaviour using tourists’ gastronomy affection.