Consumer Demographics as a Moderator in the Influence of Culinary Experiences on Hedonistic Well-being and Recurring Visit Intentions

Kristiningsih, Santirianingrum Soebandhi, Adrianto Trimarjono, Mochamad Ali Imron

Culinary Experience; Hedonic Well-Being; Recurring Visit Intentions; Consumer Demographics

This study investigates the impact of culinary experiences on hedonic well-being and the propensity for repeat visit intentions within the realm of culinary tourism. A primary focus is to understand the moderating role of consumer demographics in this relationship. Research was conducted in specialty culinary locations across East Java, utilizing purposive sampling and a structural equation model supported by the PLS program. The findings underline a significant positive correlation between culinary experiences and hedonic well-being, and between hedonic well-being and intentions to revisit. However, consumer demographics such as age, gender and job type did not moderate the relationship between culinary experience and hedonic well-being. The results, represented by p-values <0.01 and path coefficients of 0.79 and 0.66 respectively, illuminate the integral role of exceptional culinary encounters in elevating consumers’ joy, satisfaction and sense of belonging, encouraging Recurring Visit Intentions. In contrast, demographic variables with larger associated p-values (0.46, 0.43, and 0.37) failed to significantly influence this relationship. Consequently, the emphasis is on enhancing the quality of culinary experiences rather than focusing on demographic aspects to foster overall consumer gratification and nurture recurring culinary tourism.

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http://scholarworks.umass.edu/refereed/ICHRIE_2011/Friday/15