How does the quality of local cuisine affect the relationship between satisfaction and tourists' revisit intention? The moderating role of service quality

Abstract

The wave of tourism has returned strongly after the pandemic period. Additionally, the emergence of new tourism trends, prominently featuring an increase in local culinary experiences, is gradually replacing previously popular methods. The research employs a convenience sampling method with a survey designed on Google Forms, accompanied by instructions on completing it, and a link was shared on tourism forums. The research team collected 510 responses between May 21, 2024, and June 11, 2024. Of these, 507 responses were further analyzed. This study aims to explore the impact of local cuisine on tourists' intention to revisit, along with re-examining the value of service quality in ensuring the satisfaction of this group. The traditional Stimulus-Organism-Response (SOR) theory was used as the foundational theory to analyze the relationships within the research model. The results of the PLS-SEM analysis showed that the quality of local food positively influences tourist satisfaction. These two factors also positively impact the intention to revisit the tourist destination. Additionally, service quality is a moderating factor in the relationship between satisfaction and revisit intention. This research has confirmed the role of service quality and the quality of local cuisine in directly affecting tourist satisfaction and their revisit intention. Furthermore, new recommendations have been proposed to help localities, accommodation establishments, and culinary businesses consider improving the overall quality of tourism services.