Sostenibilidad y gastronomía local en los destinos turísticos en el contexto de la covid-19

Miguel Ángel Moliner Tena; Diego Monferrer Tirado; Marta Estrada Guillén; Lidia Vidal Meliá

doi:10.51302/marketing.2022.3493

Authors

Miguel Ángel Moliner Tena Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España) https://orcid.org/0000-0001-9274-4151
Diego Monferrer Tirado Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España) https://orcid.org/0000-0001-7996-1151
Marta Estrada Guillén Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España) https://orcid.org/0000-0002-3644-4514
Lidia Vidal Meliá Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España) https://orcid.org/0000-0002-7664-8781

DOI:

https://doi.org/10.51302/marketing.2022.3493

Keywords:

advocacy, Covid-19, local gastronomy, safe experience, satisfaction, service experience, sustainability, tourism

Abstract

This study makes an important contribution to the tourism literature by exploring the relationship between sustainability and local gastronomy in tourist destinations within the conceptual framework of transformative services research. In addition, after the Covid-19 pandemic, the safe experience is proposed as a new dimension in the EXQ service experience measurement scale to consider the importance of safety in health. Through a questionnaire to 1,433 tourists, all the hypotheses raised are confirmed, thus verifying the perceived sustainability, the local gastronomy, and the service experience as key aspects in the strategy of any tourist destination. First, the study identifies perceived sustainability as a determining factor in the tourist's service experience at the destination. Tourists consider that sustainability is an intrinsic part of the value proposition of the destination and value the local experience of gastronomy and service through the filter of sustainability. Second, the perception of local gastronomy not only affects the tourist experience but has a decisive influence on perceived sustainability. Finally, the service experience of tourists has a significant positive effect on satisfaction, which in turn positively affects advocacy. The importance of the safe experience in the service experience is also demonstrated, which is a contribution to the tourism literature in the context of Covid-19.

Supporting Agencies

Este trabajo ha sido financiado a través del proyecto AICO/2020/074 de la Generalitat Valenciana (España) para grupos de investigación consolidados

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Author Biographies

Miguel Ángel Moliner Tena, Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España)

Catedrático de Marketing en la Universitat Jaume I. Su investigación ha sido publicada en Journal of Business Research, Journal of Service Management, Tourism Management, Annals of Tourism Research, Journal of Travel Research, Tourism Geographies, International Journal of Bank Marketing, Service Industries Journal, European Journal of Marketing y muchas otras revistas líderes. Sus intereses de investigación incluyen las emociones del consumidor, el marketing de servicios y la lealtad del cliente.

Diego Monferrer Tirado, Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España)

Profesor titular de Marketing en la Universitat Jaume I. Ha ocupado cargos directivos, entre ellos el de coordinador del área de marketing en el Departamento de Administración de Empresas y Marketing. Ha participado como investigador principal en proyectos de investigación para el Gobierno español y empresas privadas. Ha participado en más de 60 congresos internacionales y ha publicado en prestigiosas revistas internacionales como International Business Review, Journal of Business Research, Journal of Services Marketing, The Service Industries Journal, International Journal of Bank Marketing, European Journal of International Management, Journal of Entrepreneurship Internacional o Business Research Quarterly, entre otras.

Marta Estrada Guillén, Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España)

Profesora titular de Marketing en la Universitat Jaume I. Ha ocupado cargos directivos, entre los que destacan directora del Máster en Marketing o coordinadora del área de marketing en el Departamento de Administración de Empresas y Marketing. Ha participado en más de 80 congresos internacionales y ha publicado en prestigiosas revistas internacionales como International Business Review, Journal of Business Research, Journal of Services Marketing, The Service Industries Journal, International Journal of Bank Business Research Quarterly o Journal of Marketing Theory and Practice, entre otras.

Lidia Vidal Meliá, Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España)

Investigadora posdoctoral (Margarita Salas) en el Departamento de Dirección de Empresas y Marketing de la Universitat Jaume I. Su experiencia laboral incluye Espaitec (el parque científico y tecnológico de la UJI) y La Niuada (un centro de emprendimiento social). Ha participado en más de 15 congresos y seminarios internacionales. Su investigación ha sido publicada en Corporate Social Responsibility and Environmental Management, Environmental and Resource Economics y Revista de Economía Mundial. Sus intereses de investigación incluyen el comportamiento del consumidor, las emociones del consumidor y el marketing de servicios (sostenibles).

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