Culinary tourism: Satisfaction with a culinary event utilizing importance-performance grid analysis

TLDR

The study aims to provide a practical method for assessing satisfaction at culinary events. Twenty‑seven event attributes were analyzed using MANOVA to compare importance and performance, and importance‑performance analysis was applied to identify critical attributes for improving satisfaction. High‑importance but low‑performance attributes included food and beverage prices, come/go, parking, and tasting, and regression showed that three of four attributes predict overall satisfaction.

Abstract

The aim of this research was to provide a practical method for assessing satisfaction at a culinary event. Twenty-seven culinary event attributes items were analyzed from an international culinary event. MANOVA was employed to identify differences between importance and performance measures. Importance-performance analysis (IPA) was subsequently used to assist culinary event organizers while identifying critical performance attributes in order to improve customer satisfaction. Findings revealed food and beverage prices, come/ go, convenient parking, and food tasting had high importance scores, yet low performance measures. The use of multiple regression analysis confirmed three out of the four attribute items had a predictive effect on overall satisfaction.