Abstract
ABSTRACT The purpose of this study is to examine the relationship between the gastronomic experience and the revisit intention using a moderated serial mediation approach. The Stimulus-organism-response (S-O-R) is a theoretical lens to explore the novel relationship of experience-image-love-intention. A total of 448 responses were collected from a structured questionnaire distributed among domestic tourists on gastronomy tours. A moderated serial mediation model was performed using SmartPLS 4. The relationship between a gastronomic experience (GE) and revisit intention (RVI) was positive and significant. The mediation analysis revealed that the relationship between GE and RVI was partially mediated by destination image and destination brand love. The results of the moderated mediation indicated that cewebrity reviews moderate the relationship between gastronomic experience, destination image, and revisit intention. This research provides ways for marketers to improve gastronomic experiences through specialized gastronomic routes and itineraries to encourage tourists to revisit a destination.
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