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Food Markets: A Motivation-Based Segmentation of Tourists

Author

Listed:
  • Ana Mᵃ Castillo-Canalejo

    (Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain)

  • Sandra Mᵃ Sánchez-Cañizares

    (Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain)

  • Luna Santos-Roldán

    (Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain)

  • Guzmán Antonio Muñoz-Fernández

    (Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain)

Abstract

Food markets are becoming popular as new spaces for recreation, and this research aims to discover the motivations driving the tourists that visit these markets. Factorial analysis, cluster analysis and Student’s t -test were applied on 456 surveys from two food markets in Córdoba (Spain). Three motivational factors were obtained: Gastronomic experience and novelty; hedonism and leisure; and the relationship of the experience with work. Segmenting and analyzing the profile of the tourist may help economic agents develop new strategies for the tourism management of a destination and more accurate marketing and branding strategies that target specific customers with a niche message. The study could help develop products that align with tourists’ motives to increase satisfaction and loyalty.

Suggested Citation

  • Ana Mᵃ Castillo-Canalejo & Sandra Mᵃ Sánchez-Cañizares & Luna Santos-Roldán & Guzmán Antonio Muñoz-Fernández, 2020. "Food Markets: A Motivation-Based Segmentation of Tourists," IJERPH, MDPI, vol. 17(7), pages 1-13, March.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2312-:d:338624
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    References listed on IDEAS

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    1. Akhoondnejad, Arman, 2016. "Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival," Tourism Management, Elsevier, vol. 52(C), pages 468-477.
    2. Blanca García Henche, 2017. "Turismo experiencial. Los mercados de abastos de Madrid: nuevos espacios turísticos para el ocio y el turismo de experiencias," DOCFRADIS Working Papers 1701, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jan 2017.
    3. Mason, Michela C. & Paggiaro, Adriano, 2012. "Investigating the role of festivalscape in culinary tourism: The case of food and wine events," Tourism Management, Elsevier, vol. 33(6), pages 1329-1336.
    4. repec:hal:journl:hal-01153954 is not listed on IDEAS
    5. Sarra, Annalina & Di Zio, Simone & Cappucci, Marianna, 2015. "A quantitative valuation of tourist experience in Lisbon," Annals of Tourism Research, Elsevier, vol. 53(C), pages 1-16.
    6. Organ, Kate & Koenig-Lewis, Nicole & Palmer, Adrian & Probert, Jane, 2015. "Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices," Tourism Management, Elsevier, vol. 48(C), pages 84-99.
    7. Grappi, Silvia & Montanari, Fabrizio, 2011. "The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival," Tourism Management, Elsevier, vol. 32(5), pages 1128-1140.
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    Cited by:

    1. Emilio V. Carral & Marisa del Río & Zósimo López, 2020. "Gastronomy and Tourism: Socioeconomic and Territorial Implications in Santiago de Compostela-Galiza (NW Spain)," IJERPH, MDPI, vol. 17(17), pages 1-25, August.
    2. Mauricio Carvache-Franco & Miguel Orden-Mejía & Wilmer Carvache-Franco & María del Carmen Lapo & Orly Carvache-Franco, 2022. "Gastronomy Motivations as Predictors of Satisfaction at Coastal Destinations," Sustainability, MDPI, vol. 14(18), pages 1-13, September.
    3. Elena-Larisa Nistor & Ștefan Dezsi, 2022. "An Insight into Gastronomic Tourism through the Literature Published between 2012 and 2022," Sustainability, MDPI, vol. 14(24), pages 1-16, December.

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