Understanding motivational determinants of gastronomic tourism during peak seasons. Empirical evidence from Latacunga City in Central Ecuador

Abstract

This empirical study examines the motivational determinants driving the consumption of traditional local food and beverages in Latacunga in Central Ecuador (South America). This geographical area embraces a rich cultural and historical heritage, making it a year-round destination for tourists looking to experience its unique local cuisine and festivals. An online survey was conducted between September 2021 and February 2022, during which 445 valid questionnaires were collected; these were quantitatively analysed using binary logistic regression analysis. Model-based findings revealed that age, taste, health and safety concerns, cultural experience, and expenditure were the most significant factors influencing the consumption of traditional local food and beverages. This information will help understand tourists’ behaviour concerning gastronomic tourism, and help develop optimal positioning, branding, and marketing strategies for sustainable development at top-ranking destinations, particularly cities in Central Ecuador and other international cities featuring similar tourism characteristics.