The Importance of Culinary Experiences in Destination Loyalty

Abstract

This study evaluates the impact of destination image, visitor characteristics and attitudes, and trip experiences on the likelihood of return visits through an in-person survey of Utah visitors. Results show that those in Utah for business or to visit national parks and cultural sites are more likely to return. Previous visits to Utah, beliefs that Utah is a destination for outdoor activities and Native American culture, and positive culinary experiences are strong indicators of return visits. Older travelers and those traveling with children are less likely to return. Repeat tourists interested in culinary and cultural activities represent intertemporal, reliable return visitors. Developing and expanding culinary and cultural activities to supplement current offerings, providing quality and meaningful tourist experiences that create emotional connections, and offering visitors variety and a reason to return are essential.