Gastronomic perception and satisfaction domestic tourists in Mexico

Edgar Rojas-Rivas; Jazmín Zaragoza-Alonso; Manuel F. Suárez-Barraza; Laura Eugenia Tovar-Bustamante

doi:10.25145/j.pasos.2026.24.078

Autores

Edgar Rojas-Rivas Universidad de las Américas Puebla https://orcid.org/0000-0002-3881-2480
Jazmín Zaragoza-Alonso Benemérita Universidad Autónoma de Puebla
Manuel F. Suárez-Barraza Universidad de las Américas Puebla
Laura Eugenia Tovar-Bustamante Universidad Anáhuac, Doctorado Internacional en Turismo https://orcid.org/0000-0001-7287-1970

DOI:

https://doi.org/10.25145/j.pasos.2026.24.078

Palavras-chave:

turismo doméstico, modelação por equações estruturais, México, satisfação gastronómica

Resumo

Mexico's gastronomic richness is a key factor in attracting domestic and international tourists. This study examines domestic tourists’ perceptions of gastronomy in a Mexican destination and analyses the effects of motivation and gastronomic experience on satisfaction. A mixed-methods approach was applied, combining qualitative and quantitative techniques. Data were collected through a self-administered questionnaire in two cities of Puebla, Mexico, obtaining 333 valid responses. The instrument was validated using exploratory and confirmatory factor analyses, while a projective word-association technique identified perceptions of local gastronomy. The findings revealed thirteen categories describing tourists’ gastronomic perceptions. Structural equation modelling showed that motivation positively influences gastronomic experience and tourist satisfaction, while gastronomic experience has a strong positive effect on culinary satisfaction. The results contribute to a better understanding of gastronomy’s role in tourism experiences and provide practical insights for destination management and promotion in Mexico. They also highlight the importance of developing distinctive gastronomic tourism products that enhance destination attractiveness and support the sustainable appreciation of local culture through food.

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