The aim of this study is to examine the effect that visitor satisfaction with traditional restaurants has on perceptions of the local gastronomy, the overall image of a city and loyalty to that destination. Fieldwork has been carried out in Córdoba, a city in southern Spain famous for being a UNESCO World Heritage city and for its traditional gastronomy. The methodology used is based on structural equation modeling (PLS-SEM). This paper makes a novel contribution in that no previous studies to date have explored satisfaction with traditional restaurants, with respect to the food, the service and the atmosphere. To achieve the proposed objective, a structured questionnaire has been used to find out the opinions of diners in renowned restaurants that base their cuisine on traditional dishes made with quality local ingredients. The results obtained confirm that a satisfactory experience with the food of a traditional restaurant has a positive effect on the image of the destination and the gastronomy of the place, as well as on visitors’ intentions to recommend and repeat the visit to said destination. Based on the analysis carried out, effective strategies are suggested to help manage these types of restaurants. The study provides theoretical and practical implications from a gastronomic perspective, which can enable tourism managers to employ new strategies to retain tourists visiting a city, based on increasing their post-experience satisfaction with restaurants featuring local cuisine.
This study researches the loyalty of travelers to destinations which include material cultural heritage. It analyzes the loyalty of visitors to a destination with cultural heritage sites in order to provide results which can be used to improve the management of the destination. This research used Warp-PLS 7.0 software with a structural equations model to evaluate the 8 proposed and validated hypotheses. A questionnaire was given to a sample of 499 tourists who visited The Citadel of the Catholic King in Córdoba and the statistical study of the replies gave results about the loyalty of visitors to a destination which includes cultural heritage. This study adds an innovative component by analyzing the moderating effect of perceived heritage quality and perceived cultural quality on the relationship of perceived value and visitor satisfaction. This study shows that visitor loyalty to The Citadel of the Catholic King depends on the visitor satisfaction with the cultural heritage, it also analyses how the quality perceived by the tourist modulates to varying degrees the relationship between perceived value and tourist satisfaction. Areas which can be improved at cultural heritage sites have been identified and these include the professionalization of tour guides specialized in cultural heritage sites, improving and showing the cultural importance of the heritage, the information available about the heritage and the access to the heritage. These findings are important for city managers when preparing projects to increase the loyalty and competitiveness of the city compared to other similar destinations with cultural heritage.
The aim of this research is to study visitor loyalty at a destination with heritage sites and to use the results to improve the competitiveness of the destination. This study used the SPSS AMOS software with a model of structural equations to evaluate the proposed hypotheses. A questionnaire was given to a sample of 428 tourists who visited the heritage sites in Córdoba. The management of any World Heritage City needs to know about the visitors’ experience at the destination, which includes their expectations for the trip, expected quality of the destination, satisfaction with the destination, and how these affect visitor loyalty to the city, because it is important to get the visitor to recommend, and return to, the destination. In the case of Córdoba, the research has proven that visitor loyalty depends on visitor satisfaction with the destination, which depends on the perceived quality and value of the visit. In addition, the following areas for improvement have been identified: improvement of the information about the destination, improvement of waiting times and the professionalization of specialized tour guides at heritage sites. Therefore, the findings are important for city managers in order to be able to take actions which increase the loyalty to, and competitiveness of, the city compared to other similar destinations with heritage sites.
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