Gastronomic marketing applied to motivations and satisfaction

Abstract

The present study proposed the following objectives: to establish the motivational dimensions based on gastronomy of the demand for coastal destinations; and identify the motivational dimensions that predict gastronomy satisfaction in coastal destinations. The research was carried out in General Villamil Playas, an important coastal destination in Ecuador characterized by gastronomy based on seafood, which attracts the attention of many travelers. The results show three motivational dimensions: cultural, physical and social. It was also found that gastronomic motivations influence and predict satisfaction when visiting the coastal destination. The main motivation that influences and predicts satisfaction is physical, followed by social. The findings will contribute to the academic literature on coastal gastronomy and will help food and beverage service providers improve tourist satisfaction and stay.