It's all in the recipe: How to increase domestic leisure tourists' experiential loyalty to local food

Williamson, Janine; Hassanli, Najmeh

This study examines experiential loyalty in the context of local food consumption by domestic leisure tourists. A conceptual framework is developed to understand factors which increase tourists' propensity to exhibit experiential loyalty. Relationships between independent factors and the dependent variable of experiential loyalty are examined using a binary logistic regression model. The centrality of local food to tourists is the most important factor in increasing experiential loyalty, although cultural motivation and satisfaction are also predictors. The results provide insights for government and private tourism enterprises, with practical recommendations outlined.