Culinary tourism experiences: The effect of iconic food on tourist intentions

Iconic food is unique typical dishes that represent and identify a destination and motivate tourists to visit it. This study aims to analyse whether iconic food maintains its power of attraction once the visitor has enjoyed it. We examine the effect of the type of culinary experience on the behavioural intentions. The study compares individuals who have tried the iconic food versus those who have not, but who have enjoyed other local dishes. Data were provided by international tourists of a top culinary Spanish destination. Results indicate that iconic food reinforces the effect of perceived value on the intention to repeat the experience, while a generic experience with the local cuisine favours the intention to recommend. Based on these results, destination marketers should enhance iconic food, not only as a pull factor for first-time visitors but also as an experience that will bring back memories and motivate tourists to return.