ISSN: 2222-6990
Open access
Gastronomy tourism refers to journeys to specific locations where local food and beverages are the primary motivators for travel, with the aim of tasting specific foods (typically local). This current study intended to investigate the factors that influence tourists’ satisfaction in Penang’s food and beverage industry during the post Covid-19 pandemic era. It also intended to determine the relationship between service quality, travel destination, and memorable experiences with tourists’ satisfaction. Data collection was via an online survey (Google form) involving 384 respondents identified using a judgmental sampling approach. Findings indicate that all the hypotheses are supported. A strong positive linear relationship between the variables and tourists’ satisfaction was also found. Finally, gastronomy tourists travelling to Penang were satisfied with the service provided in Penang, it was a peaceful tourist destination and had provided memorable experiences. Therefore, these findings indicate that the food and beverage industry in Penang has a positive impact on gastronomy tourists.
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