Food Motivational Factors of Tourists to Greece

Abstract

Despite the fact that tourism is one of Greece's economic pillars and that food can lead to greater satisfaction and loyalty to the destination, little research effort has been devoted to understanding tourists' food consumption complexities. In response, this study aimed at investigating the themes behind the food motivations of international tourists to Greece. A qualitative approach was deployed by implementing semistructured interviews among tourists (N = 28), and a thematic analysis was conducted in order to categorize interviewees' statements into eight themes: local culture learning, authentic experience, novelty seeking, social interactions, sensory pleasure, health concerns, familiar food, and the need for sustenance. These motivations were heterogeneous and exerted significant influence over food choices and eating behavior. Even though Greek destinations attract tourists primarily seeking journey-related food elements, other secondary motivations involving travel intentions independent of local gastronomy should not be neglected. Although the factors identified may not be exhaustive, this study provides a clear model for further research concerning tourists' food motivational factors in Greece and other Mediterranean destinations.