Determining the attributes of gastronomic tourism experience: Applying impact‐range performance and asymmetry analyses

• Published in: The international journal of tourism research Vol. 22; no. 5; pp. 564 - 581
• Main Authors: Pratt, Stephen, Suntikul, Wantanee, Agyeiwaah, Elizabeth
• Format: Journal Article
• Language: English
• Published: Chichester, UK John Wiley & Sons, Inc 01.09.2020; Wiley Periodicals Inc
• Subjects: cooking class experience; impact asymmetry analysis; impact range performance analysis; importance‐performance analysis; Thailand; Tourism
• ISSN: 1099-2340; 1522-1970
• DOI: 10.1002/jtr.2356

Cooking classes are a good example of third‐generation gastronomic tourism experiences. It is important to determine which cooking class experience attributes are important to participants and assess the performance of these experiences. We assess the importance and performance of cooking class experiences and their impact on overall satisfaction. We first apply the conventional importance‐performance analysis approach, critically assessing the shortcomings of this approach. Next, we use three‐factor customer satisfaction theory with the alternative approaches of impact range‐performance analysis and impact‐asymmetry analysis to determine these impacts. The findings have marketing and operational implications by identifying which cooking class experience attributes to highlight and deliver.