Tourists’ characteristics, food tourism motivations, segmentation, and satisfaction

The case of Athens

Resumo

Athens is known globally as a tourism destination due to its culture and history. However, the city’s rich gastronomy and food products are only recently acknowledged as a vital resource for tourism development and scarcely researched. The present study aimed to identify tourists’ characteristics, food tourism motivations, and satisfaction concerning gastronomy. The objectives were to identify possible segments between tourists based on their attitude towards food, determine their specific motivations and level of satisfaction, and analyze their socio-demographic characteristics, travel decisions, and food-oriented activities. Fieldwork was conducted, and 640 valid questionnaires were completed. The findings revealed three distinct segments, the primary motivational factors, and the degree of satisfaction among the participating travelers. The practical implication of the study is a better understanding of the tourists in Athens and their engagement with food and gastronomy, which may assist entrepreneurs and DMO managers in raising the destination’s attractiveness.