Intention to Revisit Culinary Tourism

Abstract

This study aims to analyze the intention of tourists to return to culinary tourism using the Theory of Planned Behavior, which was expanded by adding a memorable food experience (MFE) construct. The study used a survey method with non-probability sampling and a purposive sampling technique. The research sample consists of 209 tourists who had visited culinary tourism in Lampung Province. Data analysis using PLS-SEM. The results showed that memorable food tourism significantly influenced the attitudes and intentions of tourists to revisit culinary tourism. It was also found that the extended TPB model with the addition of a memorable food experience variable can increase the variety of intentions to return to culinary tourism. This research is useful for body knowledge, especially for culinary tourism, and has implications for culinary business actors.