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Gastronomic Tourism and Tourist Motivation: Exploring Northern Areas of Pakistan

Author

Listed:
  • Nadeem Ullah

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • Jawad Khan

    (Department of Business Administration, Iqra National University, Peshawar 25000, Pakistan)

  • Imran Saeed

    (Institute of Business and Management Sciences, University of Agriculture, Peshawar 25130, Pakistan)

  • Shagufta Zada

    (Business School, Henan University, Kaifeng 475001, China
    Department of Business Administration, ILMA University, Karachi 75190, Pakistan)

  • Shanchao Xin

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • Zhihao Kang

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • YiKe Hu

    (School of Architecture, Tianjin University, Tianjin 300072, China)

Abstract

Gastronomic tourism is becoming an essential consideration among tourists when choosing a tourist destination. One of the main reasons for visiting a specific destination for almost 15% of tourists is “gastronomy”. This has led to the development of a new kind of tourism called “Gastronomic Tourism”. However, there has been minimal research on gastronomy tourism, specifically in Pakistan. The primary purpose of this study is to measure the level of satisfaction in a tourist destination and furthermore consider gastronomy as a component of visitor motivation. A survey of 307 tourists who had recently visited Pakistan’s northern areas was undertaken to conduct the study. This has enabled us to better understand the variables that influence the behaviors and attitudes of tourists toward this popular tourist attraction. Gastronomy motivation impacts tourism location selection, and gastronomic experience influences satisfaction, according to the research. Specifically, tourists show a keen interest in gastronomic experiences after feeling satisfied with the destination and local foods, developing loyalty toward the destination.

Suggested Citation

  • Nadeem Ullah & Jawad Khan & Imran Saeed & Shagufta Zada & Shanchao Xin & Zhihao Kang & YiKe Hu, 2022. "Gastronomic Tourism and Tourist Motivation: Exploring Northern Areas of Pakistan," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:13:p:7734-:d:846523
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    References listed on IDEAS

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    1. Tao Hu & Huimin Chen, 2023. "Identifying Coastal Cities from the Perspective of “Identity-Structure-Meaning”: A Study of Urban Tourism Imagery in Sanya, China," Sustainability, MDPI, vol. 15(21), pages 1-19, October.
    2. Saerom Wang, 2023. "A Conceptualization of Tourists’ Food Behavior from a Habit Perspective," Sustainability, MDPI, vol. 15(3), pages 1-16, February.

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