Memorable Thai Food Experiences as Determinants of Tourist Satisfaction and Behavioural Intentions
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Abstract
Memorable food experiences are increasingly recognised as a critical dimension of tourism, shaping visitor satisfaction and future behavioural intentions. Drawing on the experiential travel framework, this study examines how memorable Thai food experiences (MTFEs) influence tourist satisfaction and behavioural intentions, thereby advancing understanding of food tourism and contributing to the broader experiential travel literature. Using a structured questionnaire and validated measurement scales, data were collected from 334 international tourists in Bangkok. Partial least squares structural equation modelling (PLS-SEM) was applied to assess the direct and indirect effects of four MTFE dimensions: culinary delight, culinary memory of youth, delightful culinary nostalgia, and culinary novelty. The results indicate that culinary delight significantly enhances both satisfaction and behavioural intention, while delightful culinary nostalgia influences satisfaction but not behavioural intention directly. Culinary memory of youth has a positive effect on behavioural intention but no significant impact on satisfaction, and culinary novelty demonstrates no significant effect. Satisfaction emerges as a strong predictor of behavioural intention and partially mediates the relationship between culinary delight and behavioural intention. These findings highlight the centrality of emotionally engaging culinary experiences and provide practical implications for destination marketers seeking to foster loyalty through culturally rich food tourism strategies.
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