Ocean-Based Gastronomic Experience as a Factor of Tourists' Motivation and Travel Behaviour

• Published in: JOURNAL OF CULINARY SCIENCE & TECHNOLOGY
• Main Authors: Belly, Tressy; Hanafiah, Mohd Hafiz; Awang Ali, Quratulain Syahirah; Zahari, Mohd Salehuddin Mohd
• Format: Article; Early Access
• Language: English
• Published: TAYLOR & FRANCIS INC 2024
• Subjects: Food Science & Technology
• Online Access: https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001349119700001

This study empirically examines the impact of local-ocean-based gastronomic experiences on travel motivation and behavior. Drawing on the Theory of Planned Behavior and Functional Attitude Theory, the study constructs an integrated research model to evaluate ocean-based gastronomic experiences as drivers of tourist motivation and behavior. Survey data from 338 tourists were analyzed using Partial-Least Square-Structural Equation Modeling (PLS-SEM) to validate the hypothesized research model and hypotheses. The findings highlight the positive effect of travel motivation on tourists' engagement with gastronomic experiences. Additionally, the study confirms that these gastronomic experiences significantly enhance visitor satisfaction and loyalty. These results offer practical insights for island tourism destinations on strategically designing, marketing, and delivering exceptional local-ocean-based gastronomic experiences. The research contributes to advancing the understanding of local-ocean-based gastronomy and its impact on island tourism, marking a significant step forward in this niche field of tourism study.