Understanding of Tourists' Memorable Local Food Experiences: a Netnography Study

Abstract

Memorable food experiences are an important factor in both the tourism business and destination marketers and managers attracting not only current tourists but also potential tourists. Recently, several studies have been performed to explore or understand memorable food experiences, as food experiences are a crucial indicator of tourist behavioural intentions and satisfaction. Thus, the purpose of the current study is to understand tourists' memorable local food experiences, food experience satisfaction, and behavioural intentions. Accordingly, data was collected through online reviews (424) posted about tourists' memorable local food experiences in Gaziantep between 9 April 2021 and 29 May 2021. A phenomenological approach and content analysis technique were used to analyse the data. In the results of the present study, a theoretical model of memorable local food experiences (MLFEs) was developed with six key components: novelty, hospitality and services, taste and food attributes, togetherness and local interactions, ambience and setting, and local culture. In addition, tourists' food experience satisfaction and behavioural intentions were found to be positive while experiencing regional local food. Based on the results of this study, practical and managerial implications are discussed, and future research recommendations are proposed.