The importance of food and beverages in wellness experiences: a cross-continental analysis of tourists' perceptions

Abstract

PurposeThe purpose of this paper is to analyze the role that food and beverage (F&B) sensory stimuli play in building non-food-themed touristic experiences, such as wellness tourism experiences.Design/methodology/approachThis paper adopts an asynchronous netnographic approach supported by software (T-Lab, 2021). The study was conducted on a database consisting of 3,141 reviews in English, left by customers of 38 wellness facilities (Spa Retreats) spread across 5 continents.FindingsThe analysis reveals that F&B stimuli contribute significantly to the tourist's perception of the wellness experience in a two-fold manner: on the one hand, they support the wellness experience, and on the other, through specific proposals (e.g. wine, vegan, detox, etc.), they qualify and differentiate the wellness experience in a hedonic rather than eudaimonic way.Research limitations/implicationsThe present study contributes to managerial literature on the topic of gastronomic tourism and wellness tourism by providing, on an international scale, empirical evidence of (a) the importance and role of F&B touchpoints in hybrid gastronomic experiences; and (b) the presence of a variety of “wellness experiencescapes”.Originality/valueThis study is the first attempt to measure the role of F&B in tourists' perceptions of non-food-themed experiences. The research not only provides new data on the wellness experience through a cross-continental analysis but also offers useful theoretical and managerial insights for the design of wellness tourism experiences.

Understanding the gastronomy tourists’ characteristics and perceptions: a cluster analysis of visitors to a creative city of gastronomy

“…In addition, unique gastronomic venues such as rooftop restaurants with panoramic views or pop-up dinners on the beach can further enhance Phuket's appeal to this cluster. This suggestion aligns with recent findings by Forlani et al (2022), who highlight the significance of gastronomic offerings in creating memorable and immersive travel experiences. By integrating culinary activities with other travel elements and showcasing unique gastronomy offerings, Phuket can effectively appeal to gourmet wanderers and position itself as a premier destination for gastronomic discovery.…”

Asymmetric effects of wellness destination and wellness facility attributes on tourist satisfaction

“…Previous studies that have investigated potential level effects in the relationship between attribute performance and overall satisfaction mostly revealed a more balanced classification of attributes according to the three-factor theory of customer satisfaction (Mikuli c and Prebez ˇac, 2011;Oh et al, 2019). Such high expectation levels within the wellness tourism context, leading to the classification of most attributes as dissatisfiers or even frustrators, could be explained by the inherent hedonic nature of wellness experiences (Forlani et al, 2022), meaning that exceptionally high service levels are required to grant satisfaction, favorable behavioral intentions and revisitation (Sthapit et al, 2023), Moreover, Mikuli c andPrebez ˇac (2008) point out that the absolute potential of, e.g. a satisfier to generate dissatisfaction might be greater than that of an attribute classified as a dissatisfier because of a larger overall impact on global satisfaction ratings, and vice versa.…”

“…Surprisingly, however, the number of available studies that take an attribute-based service- or experiencescape perspective on wellness facilities and destinations to identify critical sources of tourist satisfaction (and dissatisfaction) is still rather limited (Buxton and Michopoulou, 2021; Chen et al , 2023; Sthapit et al , 2023). Among the few published studies on wellness tourism experiences, extant research has so far focused on the determinants of wellness tourism satisfaction, with an accent on either wellness tourism facilities (Albayrak et al , 2017; Rodrigues et al , 2020) or using a mix of destination and facility attributes (Medina‐Muñoz and Medina‐Muñoz, 2014; Forlani et al , 2022; Chen et al , 2023).…”

“…To obtain a more reliable as well as more detailed and comprehensive picture, however, active control over the wellness tourism attributes and the sample should be granted using a survey-based design. Similarly, using a netnographic approach, Forlani et al (2022) focused on the particular relevance of food and beverage (F&B) in wellness tourism experiences and found F&B to be supporting the wellness experience, especially in a hedonic rather than eudaimonic way.…”

Food tourism to revitalize the Basque Country

“…This study presents a novel approach to understanding food tourism by examining the motivations, preferences, and behaviours of both tourists and food enthusiasts [ 8 , 11 ]. Recognizing the significant role of gastronomy in destination selection [ 14 ], this research integrates innovative dimensions such as cultural experience, learning and connection, taste of food, cognitive image, affective image, destination food image, travel serenity, physical safety, psychological safety, financial security, functional safety, and trust into the Theory of Planned Behavior (TPB) framework [ 15 , 16 ]. By incorporating these diverse dimensions, the study offers a more holistic perspective on the factors influencing tourist behavior in food tourism.…”