Understanding culinary tourist motivation, experience, satisfaction, and loyalty using a structural approach

Elizabeth Agyeiwaah, Felix Elvis Otoo, Wantanee Suntikul, Wei Jue Huang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

134 Citations (Scopus)


Research on culinary tourism lacks an empirical examination of the relationship between motivation, experience, satisfaction, and loyalty. Drawing on the extant literature, this paper examines the relationships between antecedents and outcomes of culinary tourist participation in cooking classes using a structural equation modelling approach. Based on a convenience sample of 300 international tourists at cooking schools in Chiang Mai, Thailand, the structural model confirmed direct and indirect interrelationships among four main constructs of the study. It was found that culinary tourists’ motivation positively influences both the culinary experience and satisfaction; and that the culinary tourist experience is positively associated with both culinary tourist satisfaction and loyalty, suggesting that the more tourists are motivated to participate in cooking classes, the more experiential value and satisfaction are perceived. Moreover, the more experiences encountered at the cooking class, the more satisfied and loyal the tourists become. Understanding the key motivators and elements of satisfaction in cooking classes can contribute to the achieving of sustainable destination loyalty. The findings are relevant to Destination Management Organisations (DMOs) as part of developing sustainable strategies that are in line with specific culinary needs and experiences of cooking class participants.

Original languageEnglish
Pages (from-to)295-313
Number of pages19
JournalJournal of Travel and Tourism Marketing
Issue number3
Publication statusPublished - 24 Mar 2019


  • Chiang Mai
  • cooking class
  • Culinary tourists
  • Destination Management Organisations
  • experience
  • loyalty
  • motivation
  • satisfaction
  • structural approach
  • Thailand

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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