Attitude towards the local gastronomy of tourists: market size and segmentation
DOI:
https://doi.org/10.25145/j.pasos.2008.06.015Keywords:
tourist behavior, gastronomy image, market segmentation, valencian local foodAbstract
This paper describes the attitude towards local gastronomy of the tourists coming to Valencia. For one out of four tourists gastronomy has more importance than other reasons (i.e. climate). The best valued traits of the local gastronomy image are the confidence in the ingredients, its healthy character, good taste and typical from Valencia. We can divide the different aspects we have studied in three groups: security, marketing and traditional/authentic. With them we have obtained three segments. The results show the high consumption of local products by tourists, and the high intention of continuing to consuming them in their country of origin if they were available.
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