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Understanding motivational determinants of gastronomic tourism during peak seasons. Empirical evidence from Latacunga City in Central Ecuador

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  • Rodas Alejandra

    (Technical University of Cotopaxi: Universidad Técnica de Cotopaxi, Latacunga, Cotopaxi, Ecuador)

  • Benavides Lucia

    (Technical University of Cotopaxi: Universidad Técnica de Cotopaxi, Latacunga, Cotopaxi, Ecuador)

  • Armijos Sara

    (Technical University of Cotopaxi: Universidad Técnica de Cotopaxi, Latacunga, Cotopaxi, Ecuador)

  • Andrade Andrea

    (Technical University of Cotopaxi: Universidad Técnica de Cotopaxi, Latacunga, Cotopaxi, Ecuador)

  • Guamán Guevara Adolfo Ricardo

    (Technical University of Cotopaxi: Universidad Técnica de Cotopaxi, Latacunga, Cotopaxi, Ecuador)

  • Guamán-Guevara Fabricio

    (University of St Andrews, Scotland, UK; Environmental and Academic Advisor, Ambato, Ecuador)

Abstract

This empirical study examines the motivational determinants driving the consumption of traditional local food and beverages in Latacunga in Central Ecuador (South America). This geographical area embraces a rich cultural and historical heritage, making it a year-round destination for tourists looking to experience its unique local cuisine and festivals. An online survey was conducted between September 2021 and February 2022, during which 445 valid questionnaires were collected; these were quantitatively analysed using binary logistic regression analysis. Model-based findings revealed that age, taste, health and safety concerns, cultural experience, and expenditure were the most significant factors influencing the consumption of traditional local food and beverages. This information will help understand tourists’ behaviour concerning gastronomic tourism, and help develop optimal positioning, branding, and marketing strategies for sustainable development at top-ranking destinations, particularly cities in Central Ecuador and other international cities featuring similar tourism characteristics.

Suggested Citation

  • Rodas Alejandra & Benavides Lucia & Armijos Sara & Andrade Andrea & Guamán Guevara Adolfo Ricardo & Guamán-Guevara Fabricio, 2024. "Understanding motivational determinants of gastronomic tourism during peak seasons. Empirical evidence from Latacunga City in Central Ecuador," Miscellanea Geographica. Regional Studies on Development, Sciendo, vol. 28(3), pages 101-111.
    • Handle: RePEc:vrs:mgrsod:v:28:y:2024:i:3:p:101-111:n:1001
    DOI: 10.2478/mgrsd-2023-0036
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    References listed on IDEAS

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    2. Riccardo Testa & Antonino Galati & Giorgio Schifani & Anna Maria Di Trapani & Giuseppina Migliore, 2019. "Culinary Tourism Experiences in Agri-Tourism Destinations and Sustainable Consumption—Understanding Italian Tourists’ Motivations," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    3. Xing’an Xu & Kaini Xue & Fangxuan (Sam) Li, 2024. "The effect of price perception on tourists’ relative deprivation and purchase intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 27(1), pages 59-75, January.
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