A fuzzy segmentation study of gastronomical experience

Abstract

Gastronomy is an essential component of cultural heritage for tourists. Culinary pleasures become motivations that determine the choice of destination and, at the same time, an essential variable for the composition of tourist satisfaction in the travelling experience. The aim of the study is to analyse the gastronomic experiences of the foreign visitors (tourists and excursionists) who visit Córdoba, a remarkable World Heritage Site of Spain, through a fuzzy clustering segmentation method. The results of this research highlight the existence of three tourist segments named as foodies, non-foodies and intermediaries on the basis of their perceptions regarding the gastronomic experiences of the city. We conclude that the previous knowledge of local dishes such as Salmorejo, Rabo de Toro y Flamenquín is one of the main determinants to have a higher probability to belong to the ‘foodies’ segment, meanwhile the lack of knowledge also increases the probability to belong ‘the no-foodies’ segment. Interesting insights for policy makers, destination marketers and restaurateurs are discussed.