The Role of Culinary Destination Image and Culinary Memory on Culinary Destination Loyalty

Arifin Djakasaputra, Juliana Juliana, Amelda Pramezwary, Ira Brunchilda Hubner, Gunawan Prabowo, Rocky Nagoya


Culinary tourism is a trip with a typical and enjoyable eating and drinking experience for local residents, this culinary tour has long been identified as a key element that contributes to the competitiveness of a destination. Based on the theory of motivation, opportunity, ability (MOA), this study investigates to test and analyze the influence of Motivation, Time pressure, Prior knowledge mediated by culinary destination image and Culinary Memory on culinarian destination loyalty. Tourists who visit culinary tours are the subject of this study. This study involved 200 respondents. This quantitative research uses surveys. In this study, the data collection tool is an online questionnaire that is distributed to Indonesian tourists visiting culinary attractions. The data collection was carried out using purposive and non-probability sampling methods based on the criteria of tourists who have visited the culinary sights once a year. PLS-SEM is used to analyze data. The results show that all the hypotheses are supported. Motivation, Time pressure, Prior knowledge, culinary destination image is presented as independent variables, while Culinary Memory serves as mediation variables and culinarian destination loyalty as dependent variables. Implications of this study are conceptual models that effectively explain the culinary tourism with all the constructions that have a positive impact on the gastronomic destination loyalty. It can be concluded that the culinary destination image plays a role in shaping the visitor's desire to make a re-purchase.


Motivation, Time pressure, Prior knowledge, Culinary destination image, Culinary destination loyalty

Full Text:



Anggraini, I., & Dewanti, D. S. (2020). The Effect of Halal Foods Awareness on Purchase Decision with Religiosity as a Moderating Variable. Journal of Economics Research and Social Sciences, 4(1).

Asrihapsari, A., & Setiawan, D. (2020). The use of information technology by restaurants in Joglosemar, the mainstay city of Indonesian culinary. Jurnal Manajemen Dan Pemasaran Jasa, 13(2), 181–198.

Aulia Ramadhani, S., Kurniawati, M., & Hadi Nata, J. (2020). Effect of Destination Image and Subjective Norm toward Intention to Visit the World Best Halal Tourism Destination of Lombok Island in Indonesia. KnE Social Sciences, 2020, 83–95.

Chen, N., & Funk, D. C. (2019). Exploring destination image, experience and revisit intention: A comparison of sport and non-sport tourist perceptions. Journal of Sport and Tourism, 15(3), 239–259.

Choirisa, S. F., Purnamaningsih, P., & Alexandra, Y. (2021). the Effect of E-Wom on Destination Image and Attitude Towards To the Visit Intention in Komodo National Park, Indonesia. Journal of Tourism Destination and Attraction, 9(1), 49–60.

Chu, Q., Bao, G., & Sun, J. (2022). Progress and Prospects of Destination Image Research in the Last Decade. Sustainability (Switzerland), 14(17), 1–21.

Dagustani, D., Kartini, D., Oesman, Y. M., & Kaltum, U. (2018). Destination Image of Tourist: Effect of Travel Motivation and Memorable Tourism Experience. Etikonomi, 17(2), 307–318.

Damanik, D., Wachyuni, S. S., Wiweka, K., & Setiawan, A. (2019). The Influence of Social Media on the Domestic Tourist’s Travel Motivation Case Study: Kota Tua Jakarta, Indonesia. Current Journal of Applied Science and Technology, 36(6), 1–14.

Dewi, A. N., & Abidin, Z. (2021). Analysis of the Relationship of Service Quality, Motivation and Destination Image to Destination Loyalty: A Case Study of Wonorejo Mangrove Ecotourism in Surabaya, East Java. Journal of Aquaculture and Fish Health, 10(1), 46.

Fadholi, M., Nurhayati, S., Hakim, A., Karimah, M. A., & Wirawan, A. (2020). Exploring Factor’s Affecting Consumer’s Purchase Intention Of Halal Food Products For Indonesian Millennials Consumers. Journal of Molecular & Clinical Medicine, 07(08), 4320–4338.

Fitrizal, F., Elfiswandi, E., & Sanjaya, S. (2021). The impact of culinary tourism on tourist satisfaction and destination loyalty: Padang city, West Sumatra context. Jurnal Manajemen Dan Pemasaran Jasa, 14(1), 135–148.

Folgado-Fernández, J. A., Hernández-Mogollón, J. M., & Duarte, P. (2017). Destination image and loyalty development: the impact of tourists’ food experiences at gastronomic events. Scandinavian Journal of Hospitality and Tourism, 17(1), 92–110.

Gantina, D., & Swantari, A. (2018). Modeling of the Destination Image to the Trip Quality and Perceived Value in Bandung. International Conference on Tourism, Gastronomy, and Tourist Destination, 52(Ictgtd), 282–287.

Ghozali, I. (2015). SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro.

Gibson, H. J., Qi, C. X., & Zhang, J. J. (2018). Destination image and intent to visit China and the 2008 Beijing Olympic Games. Journal of Sport Management, 22(4), 427–450.

Giray, F. H., Kadakoğlu, B., Çetin, F., & Bamoi, A. G. A. (2019). Rural tourism marketing: Lavender tourism in Turkey. Ciencia Rural, 49(2).

Ika Suryaningsih. (2020). Reflection of Customer Experience and Destination Image of Tourist Trust through Satisfaction Mediation. Hasanuddin Economics and Business Review, 4(1), 1.

Jiang, Y., Ramkissoon, H., Mavondo, F. T., & Feng, S. (2017). Authenticity: The link between destination image and place attachment. Journal of Hospitality Marketing & Management,26(2), 105–124.

Jokom, R., Widjaja, D. C., Kristanti, M., & Wijaya, S. (2023). Culinary and destination experiences on behavioral intentions: an insight into local Indonesian food. Journal of Foodservice Business Research, 00(00), 1–18.

Kohli, A. K., & Jaworski, B. J. (1990). Construct, Research Propositions, Market Orientation: The and Managerial Implications. Joumal of Marketing, 54(April), 1–18.

Kotler, Philip dan Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall.

Lacap, J. P. G. (2019). The effects of food-related motivation, local food involvement, and food satisfaction on destination loyalty: The case of Angeles City, Philippines. Advances in Hospitality and Tourism Research, 7(2), 238–257.

Lai, I. K. W., Liu, Y., & Lu, D. (2021). The effects of tourists’ destination culinary experience on electronic word-of-mouth generation intention: the experience economy theory. Asia Pacific Journal of Tourism Research, 26(3), 231–244.

Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2019). Food and cuisine image in destination branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2), 238–251.

Lee, T. H., Chang, P.-S., & Luo, Y.-W. (2016). Elucidating the relationships among destination images, recreation experience, and authenticity of the Shengxing Heritage Recreation Area in Taiwan. Journal of Heritage Tourism, 11(4), 349–363.

Lertputtarak, S. (2012). The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand. International Journal of Business and Management, 7(5), 111–122.

Lin, C. J., & Jia, H. (2023). Time Pressure Affects the Risk Preference and Outcome Evaluation. International Journal of Environmental Research and Public Health, 20(4).

Lu, C. Y., Dean, D., Suhartanto, D., Hussein, A. S., Suwatno, Kusdibyo, L., Chen, B. T., & Gunawan, A. I. (2021). Predicting Tourist Loyalty toward Cultural Creative Attractions the Moderating Role of Demographic Factors. Journal of Quality Assurance in Hospitality and Tourism, 22(3), 293–311.

Martiastiwi, E., Wardhani, A. C., Besar, I., & Zainal, A. G. (2021). Brand Image of Papa Toms Café (Papa Toms Café’s Phenomenological Study in Building Brand Image on Instagram). International Journal of Progressive Sciences and Technologies, 27(1), 464–472.

Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13–25.

Martinelli, E., & Balboni, B. (2012). Retail service quality as a key activator of grocery store loyalty. 2069.

Medina, F. X., Leal, M. del P., & Vázquez-Medina, J. A. (2018). Tourism and Gastronomy. Anthropology of Food, 13.

Nguyen, H. M., Dang, L. A. T., & Ngo, T. T. (2019). The effect of local foods on tourists’ recommendations and revisit intentions: The case in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 6(3), 215–223.

Nurazizah, G. R., & Marhanah, S. (2020). Influence of Destination Image and Travel Experience Towards Revisit Intention in Yogyakarta As Tourist Destination. Journal of Indonesian Tourism, Hospitality and Recreation, 3(1), 28–39.

Nurmazidah, N. (2021). The The Effect of Destination Image and Risk Perception toward Decision to Visit Kampung Coklat Tourism During New Normal Covid-19. Journal of Business and Management Review, 2(6), 439–453.

Oceano Indianto, I. K. (2015). Pelanggan Terhadap Kepuasan Pelanggan Pada Bengkel ” Ocean Auto Wheels ” Di Semarang. Diponegoro Journal Of ManagemenT, 4(2013), 1–12.

Oh, H., Assaf, A. G., & Baloglu, S. (2016). Motivations and Goals of Slow Tourism. Journal of Travel Research, 55(2), 205–219.

Oppermann, M. (2000). Tourism Destination Loyalty. Journal of Travel Research, 39(1), 78–84.

Ottenbacher, M. C., & Harrington, R. J. (2013). A Case Study of a Culinary Tourism Campaign in Germany: Implications for Strategy Making and Successful Implementation. Journal of Hospitality and Tourism Research, 37(1), 3–28.

Paramita, R. J., Chairy, C., & Syahrivar, J. (2021). Local Food Enjoyment and Customer Delight: Keys To Revisit Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(2), 384.

Park, C., MacInnis, D., & Priester, J. (2007). Beyond Attitudes: Attachment and Consumer Behavior. Seoul National Journal, 12(2), 3–36.

Park, S. H., Hsieh, C. M., & Lee, C. K. (2017). Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints. Journal of Travel and Tourism Marketing, 34(1), 113–131.

Pereira, V., Gupta, J. J., & Hussain, S. (2022). Impact of Travel Motivation on Tourist’s Attitude Toward Destination: Evidence of Mediating Effect of Destination Image. Journal of Hospitality and Tourism Research, 46(5), 946–971.

Pratminingsih, S. (2014). Roles of Motivation and Destination Image in Predicting Tourist Revisit Intention: A Case of Bandung – Indonesia. International Journal of Innovation, Management and Technology, 5(1).

Prayag, G., Gannon, M. J., Muskat, B., & Taheri, B. (2020). A serious leisure perspective of culinary tourism co-creation: the influence of prior knowledge, physical environment and service quality. International Journal of Contemporary Hospitality Management, 32(7), 2453–2472.

Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342–356.

Putra, A. N. (2021). Literature Review Of Food Tourism, Culinary Tourism And Gastronomy Tourism. Jurnal Aplikasi Teknologi Pangan, 4(1), 1–2.

Quadri-Felitti, D. L., & Fiore, A. M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research, 13(1), 47–62.

Rajaratnam, S. D., Nair, V., Pahlevan Sharif, S., & Munikrishnan, U. T. (2015). Destination quality and tourists’ behavioural intentions: rural tourist destinations in Malaysia. Worldwide Hospitality and Tourism Themes, 7(5), 463–472.

Rajesh, R. (2013). Impact of Tourist Perceptions, Destination Image and Tourist Satisfaction on Destination Loyalty: A Conceptual Model. Pasos, 11(3), 67–78.

Relifra, & Wardi, Y. (2022). The Effect of Tourism Service Marketing Mix, Destination Image and Tourist Motivation on Tourist Satisfaction Tourism in Bukit Khayangan Tourism Object Sungai Penuh City, Jambi Province. Advances in Economics, Business and Management Research, 659, 159–169.

Roostika, R. (Ratna). (2012). Destination Branding and Its Influence on Tourist Satisfaction and Loyalty. Journal of Technology Management, 11(1), 113808.

Roschelle, J. (1995). Learning in interactive environments: Prior knowledge and new experience. Public Institutions for Personal Learning, 37–51.

Shen, S., Guo, J., & Wu, Y. (2014). Investigating the Structural Relationships among Authenticity, Loyalty, Involvement, and Attitude toward World Cultural Heritage Sites: An Empirical Study of Nanjing Xiaoling Tomb, China. Asia Pacific Journal of Tourism Research, 19(1), 103–121.

Soehadi, A. W., & Ardianto, E. (2019). The role of participation in memorable tourism experience: a comparative case of cap go meh festival and linggarjati festival in Indonesia. Journal of Economics, Business & Accountancy Ventura, 22(1), 99–114.

Solikhah, M., & Andjarwati, A. L. (2021). the Effect of Destination Image and Travel Motivation on Visit Intentions in Tourism Telaga Wahyu, Magetan Regency. International Journal of Economics, Business and Management Research, 5(06), 2021.

Souki, G. Q., Oliveira, A. S. de, Guerreiro, M. M. M., Mendes, J. da C., & Moura, L. R. C. (2022). Do memorable restaurant experiences affect eWOM? The moderating effect of consumers’ behavioural engagement on social networking sites. TQM Journal.

Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of Memorable Food, Drink, and Culinary Tourism Experiences. Journal of Travel Research, 57(8), 1121–1132.

Suhud, U., Allan, M., & Willson, G. (2021). The relationship between push-pull motivation, destination image, and stage of visit intention: The case of belitung Island. International Journal of Hospitality and Tourism Systems, 14(1), 9–20.

Surya, E. D., & Suwarno, B. (2023). Memorable Tourism Experience : Building Satisfaction and Loyalty of Tourists ( Case Study of Medan City , Indonesia ). International Journal of Economics Development Research, 4(2), 507–522.

Tjiptono, F. (2015). Strategi PemasaranI. Yogyakarta: Andi Offset.

Uno, H. B. (2008). Perencanaan Pembelajaran. Jakarta: Bumi Aksara.

Xu, M., Kim, S., & Reijnders, S. (2020). From food to feet: Analysing A Bite of China as food-based destination image. Tourist Studies, 20(2), 145–165.

Yang, F. X., Wong, I. K. A., Tan, X. S., & Wu, D. C. W. (2020). The role of food festivals in branding culinary destinations. Tourism Management Perspectives, 34(October 2019), 100671.

Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing and Management, 8(July 2017), 326–336.



  • There are currently no refbacks.

Copyright (c) 2023 Arifin Djakasaputra, Juliana Juliana, Amelda Pramezwary, Ira Brunchilda Hubner, Goenawan Prabowo, Rocky Saputra

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019