Gastronomic Tourism: Attitudes, Motivations and Satisfaction of the Visitor in Cantons of Tungurahua, Ecuador

Abstract

Gastronomic tourism is a new form of cultural tourism that seeks to satisfy the demand of a market segment related to the supply of food products. Regarding this purpose, Ecuador presents a mega diversity of flavors and natural products that reflect natural and cultural offering, particularly in gastronomy which has merged the Ecuadorian ancestral flavors with the techniques of contemporary cuisine. The purpose of this article is to characterize the segment of tourists and excursionists who are motivated to visit the cantons of Ambato, Baños and Mocha located in the province of Tungurahua due to their customs and gastronomic traditions. The methodology used is based on the philosophy of gastronomic marketing, especially, in the characterization of a set of socio-psychological variables related to the motivation and satisfaction of food and drink offerings in the selected cantons, by applying multivariate statistical and descriptive analysis tools. Among the conclusions of the study it is emphasized the need to develop a management strategy for the improvement in the visitor service delivery, the identification of new attractions, health conditions of the premises and service areas, as well as the timely marketing and promotion of the current gastronomic offering.