In an ever growing competitive market, tourist destinations need to ensure that their experience is differentiated from competitors’ product offering. While differentiation can be achieved through multiple strategies, the use of local culture has not only been regarded as one suitable differentiation strategy, but also one that promises great scope for sustained competitive advantage. Gastronomy is one of the cultural resources that usually retains an aura of ‘uniqueness’ in the eyes of the tourist and thus is a strong candidate for use in differentiation strategies. This presentation reports the results of a study focusing on examining European tourists’ motivation to consume, and satisfaction with the consumption, of Portuguese gastronomy while visiting Portugal. A number of analyses were undertaken with a view to better understand the tourists’ gastronomic experience, including (1) a segmentation of the market and (2) the relationship between motivation and satisfaction and intention to consume/recommend Portuguese gastronomy. Implications for the management of the tourists’ gastronomic experience and for the marketing of tourist destinations are discussed.
Miguel is a Senior Lecturer in Events Management in the School of Services Management, Bournemouth University, UK. He has completed his BA in Tour Operating Management and PG Dip in Tourism Management in Portugal, and holds a PhD in Tourism from Bournemouth University. His
current areas of research interest include the consumer behaviour & experience of leisure, tourism and events.
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Mon, 07/27/2009 (All day)