The interplay of sensory and non-sensory factors in food tourism experiences
Birgit Muskat, Girish Prayag, Sameer Hosany, Gang Li, Quan Vu, Sarah Wagner
Abstract
Purpose Food is a key element in tourism experiences. This study aims to investigate the interplay of sensory and non-sensory factors in food tourism experiences and models their influence on satisfaction and behavioural intentions. Design/methodology/approach The study focuses on the culinary experiences of 304 tourists dining at ethnic restaurants and uses causal relationship discovery modelling to analyse data. Findings Sensory factors are important in tourists’ culinary experiences with cleanliness, noise levels and room temperature at the top of the causal chain. Results also indicate the interplay between sensory and non-sensory factors to explain overall satisfaction, intention to return and intention to say positive things. Originality/value Using embodied cognition theory, the study offers novel insights into the role of senses in food tourism experiences at rural destinations.