Traditional Food Experience shaping Destination Loyalty among Tourists in Himachal Pradesh: The Mediating Role of Post-Consumption Evaluation

Abstract

The study investigated the effect of tourists' traditional Himachali food experiences on their post-consumer satisfaction and loyalty toward Himachal Pradesh as a culinary tourist destination. It stated that food does not engender loyalty simply by being eaten. Instead, tourist's re-visitation, recommendation and positive comments were more likely to occur when they rated the experience of eating and drinking food at a destination as enjoyable, authentic, unique, well presented and associated with local culture. The analysis was based on a destination-based survey of tourists in major tourist locations of Himachal Pradesh, including Dharamshala, Manali, Shimla, Kullu, and Mandi. The paper emphasized three related constructs: traditional culinary experience, post consumption culinary evaluation, and culinary destination loyalty. Exploratory factor analysis was used to examine the measurement structure, and regression and mediation analysis were used to test the relationships between constructs. The findings showed that traditional Himachali food had a positive impact on strengthening the tourists' loyalty toward the destination, especially when assessed positively after consuming the product. It is in the post-consumer evaluation that the link between the food experience and loyalty was established, thus creating an interpretive bridge. The paper suggests that the food culture of the Himachalis should not be expected to be just a service of hospitality but it can be an important aspect of the destination identity when tourists perceive it as a place, memorable and authentic cuisine.

The results are of practical importance to tourism authorities, destination management organisations, restaurants and hotel or hospitality businesses. Better representation of traditional food items, better information about local ingredients, food storytelling, food demonstrations, food trails, and authentic dining experience can help turn Himachali cuisine into a more powerful instrument of destination loyalty.