New Zealand Tourism Research Institute Auckland, 24 July 2009

1. New Zealand Tourism Research Institute Auckland, 24 July 2009 The Gastronomic Experience of European Tourists in PortugalMiguel Moital, PhD Senior Lecturer in events Management Co-authors of the study: Antónia Correia, PhD (Algarve University, Portugal) Carlos Ferreira da Costa, MPhil (Aveiro University, Portugal)

2. Context • As an element of the tourist experience • Attraction and impediment • Part of the destination choice criteria • Is a unique - a source of differentiation • Linked to revisitation (Kivela and Crotts, 2006)

3. Context • Gastronomy is a critical destination attribute related with cultural tourism (Hjalager and Richards, 2001) • Involves all senses – emotional and cognitive experience • The consumption of gastronomy is a culturally influenced

4. Motivation and satisfaction • Two sides of the same coin • Pull and push • Measurement of satisfaction • Performance • Expectation-disconfirmation paradigm • Equity • Social Equity

5. Methodology • Questionnaire • Vacation patterns • Motivation and satisfaction (31 pull attributes) • Intentions • Series of open answer questions covering aspects of experiencing Portuguese gastronomy: knowledge and attributes • Sampling • Tourists visiting Portugal during the summer of 2006 • Data collected at Lisbon Airport just before departure • Analysis • Exploratory Factor analysis (reduction of items) • Structural Equation Modelling (using the resulting dimensions) • Cluster Analysis • Chi-Square (open answers)

6. Methodology

7. Analysis 1 – Dimensions of motivation and satisfaction • Objective • To explore the dimensions of motivation to experience local gastronomy, as well as the satisfaction with the experience of local (Portuguese) gastronomy • Analysis • Exploratory factor analysis (item reduction)

8. Dimensions of Motivation KMO=0.814 Bartlett’s test p=0.000 Variance: 42.5%

9. Dimensions of Satisfaction KMO=0.857 Bartlett’s test p=0.000 Variance: 43.5% One Behavioural Intention Factor: KMO=0.657; Bartlett’s test: p=0.000; Variance: 85.3% α > 0.8

10. Analysis 2 – Segmentation • Objective • To use motivation and satisfaction for segmenting the tourism market • Validate the procedure through the analysis of the clusters’ characteristics • Analysis • Cluster Analysis: K-Means

11. Results of the segmentation procedure

12. Results of the segmentation procedure

13. Profile of the segments • Demographic variables • The value-seeker tourist tends to be younger and Spanish • Journey profile and gastronomic variables • The gourmet tourist is more likely to stay in luxury hotels • Gastronomy • The value seeker-tourist is more likely to state that Portuguese gastronomy has exceeded expectations

14. Interpretation of results • The demand for gastronomy by tourists is formed by three distinct groups • Despite the fact that the three groups show different levels of motivation, they leave with similar levels of satisfaction • Implications for • Supply of gastronomy • Marketing communications • Travel guides

15. Analysis 3 – Behavioural intentions • Objective • To examine behavioural intentions based on motivation and satisfaction • To examine the behavioural intentions of different nationalities • Analysis • Structural Equation Modelling

16. Model and hypothesis M1 H1 Motivation M2 H4 Return Intention Behavioural intentions Mn H6 H3 Recommendation intention S1 H5 H2 Satisfaction S2 Sn In relation to gastronomy in a tourism context: H1: Motivation is explained by different dimensions H2: Satisfaction is explained by different dimensions H3: High motivation is related with high satisfaction H4: High motivation is related with high behavioural intentions H5: High satisfaction is related with high behavioural intentions H6: Behavioural intentions are explained by return and recommendation intentions

17. Results – All tourists MAth MPQ MGas SAth SGas SG ,35 ,35 ,277 ,277 ,155 ,155 SPQ 0,529 0,529 0,197 0,197 0,458 0,458 Motivation ,962 ,962 Satisfaction ,205 ,205 Return ,213 ,213 ,759 ,759 0,998 Behavioural lntentions Recommendation

18. Interpretation of results • The study confirmed three dimensions for motivation and satisfaction – the two constructs are multidimensional • The study shows that strategies to develop the gastronomy need to incorporate the heterogeneity of tourists’ motivation and satisfaction • There is a relationship between motivation and satisfaction, and between these and intention • Motivation and satisfaction are positively correlated with the intention, suggesting that tourists decide to recommend/return because they are satisfied with Portuguese gastronomy • The more (s)he is motivated, the better is the evaluation that he/she does from his experience (satisfaction)

19. Results – British and Spanish MGas MAth MPQ MGas MAth MPQ ,32 ,45 ,74 ,43 ,41 ,58 motivation motivation Spanish Tourists ,53 British Tourists ,64 SAth SGas SPQ SAth SGas SPQ ,55 ,46 ,60 ,56 ,41 ,52 satisfaction satisfaction ,38 ,47 Intention Intention 1,00 ,82 1,00 ,62 Recom Return Recom Return

20. Structural model (Summary)

21. Analysis 4 – main motive and main image • Objective • To identify the main motive to experience Portuguese gastronomy, according to nationality • To identify the main image of the Portuguese gastronomy when tourists leave the country, according to nationality • Analysis • Frequencies & Chi-Square

22. Main motive

23. Main image

24. Main image

25. Interpretation of results • Different patterns according to country of residence • Different approaches to marketing gastronomy • The British are more interested in experimenting new things • The Spanish are more interested in learning about the Portuguese gastronomy and taste it. • To both nationalities, the gastronomic experience appears to be a cultural one

26. Thank you very much for your attention Any questions? mmoital@bournemouth.ac.uk