Gastronomy as a factor of tourists' overall experience: a study of Jeonju, South Korea

Purpose Satisfying the gastronomy experience of tourists becomes most important strategic aim in hospitality and tourism industries. This study attempts to prove that there is a distinct specific market segment related from overall number tourist arrival Jeonju City. Furthermore, this investigates different factors affect tourists. The focus City, popular destination South Korea. Design/methodology/approach Survey questionnaires were distributed 680 City during two survey periods. Descriptive statistics regressions utilized treat data. predictors identified through literature. hypotheses formulated tested examine relationship between assessments gastronomy-tourist tourists' experience. Findings results indicate are 17.20% respondents indicated their main reason for traveling was food. revealed local food satisfaction, image perceived quality, value, expectations, costs risks have positive significant influence on Originality/value findings could provide guidelines both industries country, operators further positioned approaches satisfy “new normal”.