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Culinary tourism: Satisfaction with a culinary event utilizing importance-performance grid analysis

Department of Animal Science, Food and Nutrition, Southern Illinois University, Carbondale, IL 62901 USA, ssmith8{at}siu.edu

Carol Costello

Department of Retail, Hospitality, and Tourism Management at the University of Tennessee

The aim of this research was to provide a practical method for assessing satisfaction at a culinary event. Twenty-seven culinary event attributes items were analyzed from an international culinary event. MANOVA was employed to identify differences between importance and performance measures. Importance-performance analysis (IPA) was subsequently used to assist culinary event organizers while identifying critical performance attributes in order to improve customer satisfaction. Findings revealed food and beverage prices, come/ go, convenient parking, and food tasting had high importance scores, yet low performance measures. The use of multiple regression analysis confirmed three out of the four attribute items had a predictive effect on overall satisfaction.

Key Words: culinary tourism • importance-performance analysis

Journal of Vacation Marketing, Vol. 15, No. 2, 99-110 (2009)
DOI: 10.1177/1356766708100818


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