Effect of food experience on tourist satisfaction: the case of Indonesia

Abstract

Purpose The paper aims to investigate food-related experiences among international tourists visiting Indonesia and the effect of food on their overall satisfaction. Design/methodology/approach Data were collected through self-administrated questionnaires that were distributed randomly to tourists at Jakarta International Airport and some tourist areas around Jakarta. Statistical analyses such as factor analysis, multiple linear regression and descriptive analysis were used to analyze the data. Findings The findings of the multiple linear regression analysis showed that “heritage” and “ingredients” were significant factors that affected the overall satisfaction of tourists. Results imply that destinations can have differentiated themselves through using their unique foods. Practical implications A major contribution of this study is its implications for practitioners in the tourism industry for developing marketing strategies. Originality/value This study was one of the first to examine the effect of food experiences on the overall satisfaction of tourists in Indonesia.