IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i13p7734-d846523.html
   My bibliography  Save this article

Gastronomic Tourism and Tourist Motivation: Exploring Northern Areas of Pakistan

Author

Listed:
  • Nadeem Ullah

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • Jawad Khan

    (Department of Business Administration, Iqra National University, Peshawar 25000, Pakistan)

  • Imran Saeed

    (Institute of Business and Management Sciences, University of Agriculture, Peshawar 25130, Pakistan)

  • Shagufta Zada

    (Business School, Henan University, Kaifeng 475001, China
    Department of Business Administration, ILMA University, Karachi 75190, Pakistan)

  • Shanchao Xin

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • Zhihao Kang

    (School of Architecture, Tianjin University, Tianjin 300072, China)

  • YiKe Hu

    (School of Architecture, Tianjin University, Tianjin 300072, China)

Abstract

Gastronomic tourism is becoming an essential consideration among tourists when choosing a tourist destination. One of the main reasons for visiting a specific destination for almost 15% of tourists is “gastronomy”. This has led to the development of a new kind of tourism called “Gastronomic Tourism”. However, there has been minimal research on gastronomy tourism, specifically in Pakistan. The primary purpose of this study is to measure the level of satisfaction in a tourist destination and furthermore consider gastronomy as a component of visitor motivation. A survey of 307 tourists who had recently visited Pakistan’s northern areas was undertaken to conduct the study. This has enabled us to better understand the variables that influence the behaviors and attitudes of tourists toward this popular tourist attraction. Gastronomy motivation impacts tourism location selection, and gastronomic experience influences satisfaction, according to the research. Specifically, tourists show a keen interest in gastronomic experiences after feeling satisfied with the destination and local foods, developing loyalty toward the destination.

Suggested Citation

  • Nadeem Ullah & Jawad Khan & Imran Saeed & Shagufta Zada & Shanchao Xin & Zhihao Kang & YiKe Hu, 2022. "Gastronomic Tourism and Tourist Motivation: Exploring Northern Areas of Pakistan," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:13:p:7734-:d:846523
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/13/7734/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/13/7734/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lianying Yao & Xuewen Li & Rongrong Zheng & Yiye Zhang, 2022. "The Impact of Air Pollution Perception on Urban Settlement Intentions of Young Talent in China," IJERPH, MDPI, vol. 19(3), pages 1-16, January.
    2. Jawad Khan & Imran Saeed & Muhammad Zada & Amna Ali & Nicolás Contreras-Barraza & Guido Salazar-Sepúlveda & Alejandro Vega-Muñoz, 2022. "Examining Whistleblowing Intention: The Influence of Rationalization on Wrongdoing and Threat of Retaliation," IJERPH, MDPI, vol. 19(3), pages 1-20, February.
    3. Lianying Yao & Jinchi Shen & Fuying Zhang & Xinbing Gu & Shuli Jiang, 2021. "Influence of Environmental Values on the Typhoon Risk Perceptions of High School Students: A Case Study in Ningbo, China," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    4. Muhammad Zada & Syed Jamal Shah & Cao Yukun & Tariq Rauf & Naveed Khan & Syed Asad Ali Shah, 2019. "Impact of Small-to-Medium Size Forest Enterprises on Rural Livelihood: Evidence from Khyber-Pakhtunkhwa, Pakistan," Sustainability, MDPI, vol. 11(10), pages 1-17, May.
    5. Singhapakdi, Anusorn & Lee, Dong-Jin & Sirgy, M. Joseph & Senasu, Kalayanee, 2015. "The impact of incongruity between an organization's CSR orientation and its employees' CSR orientation on employees' quality of work life," Journal of Business Research, Elsevier, vol. 68(1), pages 60-66.
    6. Muhammad Zada & Shagufta Zada & Mudassar Ali & Yongjun Zhang & Abida Begum & Heesup Han & Antonio Ariza-Montes & Alejandro Vega-Muñoz, 2021. "Development of Local Economy through the Strengthening of Small-Medium-Sized Forest Enterprises in KPK, Pakistan," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    7. Salvador Moral-Cuadra & Raquel Acero de la Cruz & Ramón Rueda López & Enrique Salinas Cuadrado, 2020. "Relationship between Consumer Motivation and the Gastronomic Experience of Olive Oil Tourism in Spain," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    8. Nadeem Ullah & Shagufta Zada & Muhammad Amir Siddique & Yike Hu & Heesup Han & Alejandro Vega-Muñoz & Guido Salazar-Sepúlveda, 2021. "Driving Factors of the Health and Wellness Tourism Industry: A Sharing Economy Perspective Evidence from KPK Pakistan," Sustainability, MDPI, vol. 13(23), pages 1-16, December.
    9. Peter J Jordan & Ashlea C Troth, 2020. "Common method bias in applied settings: The dilemma of researching in organizations," Australian Journal of Management, Australian School of Business, vol. 45(1), pages 3-14, February.
    10. Franklin Cordova-Buiza & Edwin Gabriel-Campos & Lucía Castaño-Prieto & Lucía García-García, 2021. "The Gastronomic Experience: Motivation and Satisfaction of the Gastronomic Tourist—The Case of Puno City (Peru)," Sustainability, MDPI, vol. 13(16), pages 1-17, August.
    11. Riccardo Testa & Antonino Galati & Giorgio Schifani & Anna Maria Di Trapani & Giuseppina Migliore, 2019. "Culinary Tourism Experiences in Agri-Tourism Destinations and Sustainable Consumption—Understanding Italian Tourists’ Motivations," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    12. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
    13. Muhammad Zada & Shagufta Zada & Mudassar Ali & Yongjun Zhang & Abida Begum & Heesup Han & Antonio Ariza-Montes & Luis Araya-Castillo, 2022. "Contribution of Small-Scale Agroforestry to Local Economic Development and Livelihood Resilience: Evidence from Khyber Pakhtunkhwa Province (KPK), Pakistan," Land, MDPI, vol. 11(1), pages 1-21, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Saerom Wang, 2023. "A Conceptualization of Tourists’ Food Behavior from a Habit Perspective," Sustainability, MDPI, vol. 15(3), pages 1-16, February.
    2. Tao Hu & Huimin Chen, 2023. "Identifying Coastal Cities from the Perspective of “Identity-Structure-Meaning”: A Study of Urban Tourism Imagery in Sanya, China," Sustainability, MDPI, vol. 15(21), pages 1-19, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ximing Chen & Jie Shang & Muhammad Zada & Shagufta Zada & Xueqiang Ji & Heesup Han & Antonio Ariza-Montes & Jesús Ramírez-Sobrino, 2021. "Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China," IJERPH, MDPI, vol. 18(22), pages 1-13, November.
    2. Nadeem Ullah & Shagufta Zada & Muhammad Amir Siddique & Yike Hu & Heesup Han & Alejandro Vega-Muñoz & Guido Salazar-Sepúlveda, 2021. "Driving Factors of the Health and Wellness Tourism Industry: A Sharing Economy Perspective Evidence from KPK Pakistan," Sustainability, MDPI, vol. 13(23), pages 1-16, December.
    3. Mª Genoveva Dancausa Millán & Mª Genoveva Millán Vázquez de la Torre, 2022. "Quality Food Products as a Tourist Attraction in the Province of Córdoba (Spain)," IJERPH, MDPI, vol. 19(19), pages 1-23, October.
    4. 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.
    5. Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Thwarting Instant Messaging Phishing Attacks: The Role of Self-Efficacy and the Mediating Effect of Attitude towards Online Sharing of Personal Information," IJERPH, MDPI, vol. 20(4), pages 1-23, February.
    6. Behrooz Gharleghi & Asghar Afshar Jahanshahi & Khaled Nawaser, 2018. "The Outcomes of Corporate Social Responsibility to Employees: Empirical Evidence from a Developing Country," Sustainability, MDPI, vol. 10(3), pages 1-15, March.
    7. Guorong Chen & Changyan Liu, 2023. "Can Low–Carbon City Development Stimulate Population Growth? Insights from China’s Low–Carbon Pilot Program," Sustainability, MDPI, vol. 15(20), pages 1-22, October.
    8. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    9. Heena Thanki & Sweety Shah & Harishchandra Singh Rathod & Ankit D. Oza & Dumitru Doru Burduhos-Nergis, 2022. "I Am Ready to Invest in Socially Responsible Investments (SRI) Options Only If the Returns Are Not Compromised: Individual Investors’ Intentions toward SRI," Sustainability, MDPI, vol. 14(18), pages 1-17, September.
    10. Baboo, Shabanaz & Nunkoo, Robin & Kock, Florian, 2022. "Social media attachment: Conceptualization and formative index construction," Journal of Business Research, Elsevier, vol. 139(C), pages 437-447.
    11. Seunghee Im & Yang Woon Chung & Ji Yeon Yang, 2016. "Employees’ Participation in Corporate Social Responsibility and Organizational Outcomes: The Moderating Role of Person–CSR Fit," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    12. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).
    13. Jianwei Qian & Pearl Lin & Jiewen Wei & Ting Liu & Krittinee Nuttavuthisit, 2023. "Cooking Class Travel in Thailand: An Investigation of Value Co-Creation Experiences," SAGE Open, , vol. 13(2), pages 21582440231, May.
    14. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    15. Mauricio Carvache-Franco & Daniel Contreras-Moscol & Miguel Orden-Mejía & Wilmer Carvache-Franco & Héctor Vera-Holguin & Orly Carvache-Franco, 2022. "Motivations and Loyalty of the Demand for Adventure Tourism as Sustainable Travel," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    16. Juan Antonio Jimber del Río & Ricardo David Hernández-Rojas & Virginia Navajas-Romero & Amalia Hidalgo-Fernández, 2020. "The Loyalty of Tourism in Synagogues: The Special Case of the Synagogue of Córdoba," IJERPH, MDPI, vol. 17(12), pages 1-18, June.
    17. Giuseppina Migliore & Giuseppina Rizzo & Giorgio Schifani & Giuseppe Quatrosi & Luigi Vetri & Riccardo Testa, 2021. "Ethnocentrism Effects on Consumers’ Behavior during COVID-19 Pandemic," Economies, MDPI, vol. 9(4), pages 1-15, October.
    18. Yaquan Dou & Ya Li & Ming Li & Xingliang Chen & Xiaodi Zhao, 2023. "The Role of Agroforestry in Poverty Alleviation: A Case Study from Nujiang Prefecture, Southwestern China," Sustainability, MDPI, vol. 15(15), pages 1-20, August.
    19. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    20. Izabela Jonek-Kowalska & Radosław Wolniak, 2022. "Sharing Economies’ Initiatives in Municipal Authorities’ Perspective: Research Evidence from Poland in the Context of Smart Cities’ Development," Sustainability, MDPI, vol. 14(4), pages 1-22, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:19:y:2022:i:13:p:7734-:d:846523. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.