A comprehensive understanding of memorable experiences in food tourism

Abstract

Purpose More specifically, the research identifies the determinants of positive and negative memorable experiences in different contexts of food tourism. Design/methodology/approach Qualitative data were collected from domestic and international tourists visiting New Zealand. Using an in-person, self-administered, electronic survey, 374 complete surveys were gathered in Christchurch City. Findings The findings reveal 25 factors contributing to positive memorable experiences, whereas the lack of seven of them leads to negative memorable experiences. Food quality is the most dominant determinant of both positive and negative memorable experiences. Originality/value Despite existing various types of food and drink experiences, the literature largely focused on the consumption part. The negative memorable experience has also been neglected. To expand the knowledge of the determinants of memorable food/drink experiences, this research focuses on all types of such experiences including positive and negative ones to provide a comprehensive understanding of memorable experiences within food tourism.