EXPLORING THE IMPACT OF SERVICE QUALITY ON TOURIST SATISFACTION AND LOYALTY IN TRADITIONAL FOOD EXPERIENCES: A STUDY OF UTTARAKHAND’S CULINARY TOURISM

Authors

  • Virendra Kumar Arya Research Scholar, Department of Tourism, School of Tourism, Hospitality and Hotel Management (STHHM), Uttarakhand Open University
  • Dr. Akhilesh Singh Assistant Professor, Department of Tourism, School of Tourism, Hospitality and Hotel Management (STHHM), Uttarakhand Open University

DOI:

https://doi.org/10.29121/shodhkosh.v5.i2.2024.6456

Keywords:

Culinary Tourism, Food Experiences, Service Quality, Tourist Satisfaction, Servqual, Uttarakhand

Abstract [English]

Food tourism has gained prominence as travelers increasingly seek authentic culinary experiences that reflect the heritage and traditions of a destination. Despite its rich cultural and gastronomic heritage, Uttarakhand’s traditional cuisine remains underutilized in tourism promotion. This study explores the impact of service quality on tourist satisfaction and loyalty in Uttarakhand’s traditional food experiences. Using the SERVQUAL model, the study evaluates five key service quality dimensions: Tangibility, Reliability, Responsiveness, Assurance, and Empathy, to assess their influence on tourists’ perceptions and overall satisfaction with food tourism in the region. Data was collected from 301 respondents visiting Mussoorrie and Rishikesh (Garhwal region) and Nainital and Mukteshwar (Kumaon region) using a 5-point Likert scale survey. The study employed Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) to analyze the relationships between service quality factors and tourist satisfaction. The results indicate that all five dimensions significantly influence tourist satisfaction, with Reliability (β = 0.378, p < 0.001) emerging as the strongest predictor, followed by Tangibility (β = 0.312, p < 0.001), Responsiveness (β = 0.295, p < 0.001), Empathy (β = 0.282, p < 0.001), and Assurance (β = 0.265, p < 0.002). The findings reinforce that maintaining high standards of hygiene, food presentation, service consistency, and cultural storytelling significantly enhances tourist satisfaction and destination loyalty. The study contributes to food tourism literature by applying the SERVQUAL model to a regional cuisine setting and highlights key policy recommendations for integrating food tourism into Uttarakhand’s broader tourism strategy. Future research can explore the role of digital innovations, food safety regulations, and cross-cultural preferences to further improve food tourism experiences. By addressing these areas, Uttarakhand can strengthen its culinary tourism offerings and position itself as a top food tourism destination in India.

References

Ahlawat, S., Sharma, M., & Singh, R. (2019). Traditional food experiences and tourist satisfaction in Uttarakhand. Journal of Tourism Studies, 14(2), 45-61.

Bakshi, P. (2022). Indian cuisine as a tourist attraction: A study on the role of food in destination branding. Food and Culture Journal, 10(1), 78-95.

Banerjee, M. (2015). Food tourism: An effective marketing tool for Indian tourism industry. International Journal of Science Technology & Management, 4(2), 2394-1529.

Björk, P., & Kauppinen-Räisänen, H. (2016). Local food: a source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177-194. DOI: https://doi.org/10.1108/IJCHM-05-2014-0214

Chamoli, A. (2022). Tourist behaviour towards Local Food: A Study in Uttarakhand (Doctoral dissertation, Swami Vivekanand Subharti University Meerut).

Giri, B., & Kumar, A. (2024). A SWOT analysis of homestay tourism in Uttarakhand: Examining the role of cultural hospitality. Hospitality and Tourism Review, 15(3), 91-105.

Gopal, R., & Kusum, D. (2022). Understanding the Importance of Food while Selecting Uttarakhand as a Tourist Destination; a Review from the Himalayan State of India. Available at SSRN 4266748. DOI: https://doi.org/10.2139/ssrn.4266748

Kala, A. (2020). Memorable food experiences in mountainous destinations: Insights from Uttarakhand. Journal of Travel and Hospitality, 13(1), 23-40.

Kala, A., & Barthwal, S. (2020). Religious tourism and food experiences: Understanding tourist satisfaction in Uttarakhand. Indian Journal of Hospitality Research, 11(2), 65-82.

Kala, D., & Barthwal, S. (2020). Exploring tourist satisfaction on food and restaurant experience in mountainous religious destinations. International Journal of Tourism Policy, 10(1), 1-22. DOI: https://doi.org/10.1504/IJTP.2020.107195

Karki, R. (2021). Regional cuisine promotion and tourist perceptions in Uttarakhand. International Journal of Cultural Tourism, 9(3), 50-67.

Khatri, M., & Rawat, R. (2022). Green tourism incentives and food service quality in Uttarakhand: A policy perspective. Journal of Environmental Tourism, 15(2), 105-123.

Majid, M. A. A., Samsudin, A., Noorkhizan, M. H. I., Zaki, M. I. M., & Bakar, A. M. F. A. (2018). Service quality, food quality, image and customer loyalty: An empirical study at a hotel restaurant. International Journal of Academic Research in Business and Social Sciences, 8(10), 1432-1446. DOI: https://doi.org/10.6007/IJARBSS/v8-i10/5310

Mnguni, E., & Giampiccoli, A. (2019). Proposing a model on the recognition of indigenous food in tourism attraction and beyond. African Journal of Hospitality, Tourism and Leisure, 8(3), 1-13.

Negi, V. (2017). Garhwali Cuisine: Cultural Heritage of Uttarakhand. In Trends, Issues and Women in

Rawal, Y. S., & Takuli, S. S. (2017). Promotion of Culinary Tourism as a Destination Attraction-Uttrakhand Region. Atithya: A Journal of Hospitality, 3(2).

Sabharwal, A., & Punia, A. (2021). The future of culinary tourism: Trends in authenticity and service quality. International Journal of Gastronomy and Tourism, 18(1), 75-90.

Shashwat, A., Shashwat, R., & Yadav, V. (2024). Sustainable technological innovations in festival tourism in Uttarakhand. Journal of Sustainable Tourism Practices, 12(3), 122-138. DOI: https://doi.org/10.4018/979-8-3693-6260-0.ch014

Singh, P., & Sati, V. P. (2017). Food tourism potential in Uttarakhand: A case study of Dehradun district. Journal of Tourism and Hospitality Management, 5(1), 48-59.

Walia, S., & Kukreti, P. Role of Uttarakhand Cuisine in the Growth of Local Tourism.

Downloads

Published

2024-10-30

How to Cite

Arya, V. K., & Singh, A. (2024). EXPLORING THE IMPACT OF SERVICE QUALITY ON TOURIST SATISFACTION AND LOYALTY IN TRADITIONAL FOOD EXPERIENCES: A STUDY OF UTTARAKHAND’S CULINARY TOURISM. ShodhKosh: Journal of Visual and Performing Arts, 5(2), 721–731. https://doi.org/10.29121/shodhkosh.v5.i2.2024.6456