Determinants of customer satisfaction and return visit interest in culinary tourism in Bandung
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Abstract
Culinary tourism is a key part of tourist behavior, especially when experiencing local food. Braga in Bandung, West Java, is one of Indonesia’s culinary tourism attractions. This study analyzes the determinant factors of customer satisfaction and revisit intention, focusing on food quality, price fairness, and physical environment. A quantitative method employing a descriptive-causal approach was utilized, with data gathered from 220 respondents via an online survey. The analysis, conducted using Structural Equation Modeling (SEM), reveals that food quality has a positive influence on both customer satisfaction and revisit intention. However, price fairness and physical environment do not significantly influence either variable. Additionally, customer satisfaction does not significantly affect revisit intention or mediate the effects of price fairness and physical environment. These findings suggest that food quality is the primary factor influencing satisfaction and repeat visits in Braga's culinary tourism. Visitors prioritize food quality over pricing and environment when evaluating their experiences.
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How to Cite
Maulana, P., & Elistia, E. (2025). Determinants of customer satisfaction and return visit interest in culinary tourism in Bandung. Indonesia Accounting Research Journal, 13(1), 11–18. https://doi.org/10.35335/iacrj.v13i1.467
References
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Afshar Jahanshahi, A. (2019). In a corrupt emerging economy, who would bribe less and then innovate more? Academy of Management Proceedings, 2019(1), 16892.
Battour, M., Rahman, M. K., & Rana, M. S. (2020). The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth: Non-Muslim tourists’ perspective. Journal of Islamic Marketing, 11(6), 1517–1538.
Bayraktar, O. A., Fuentealba, L. C., Alvarez-Buylla, A., & Rowitch, D. H. (2015). Astrocyte development and heterogeneity. Cold Spring Harbor Perspectives in Biology, 7(1), a020362.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Mulivariate data analysis (7th ed.). In Pearson Education Limited.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82–92.
Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1), 44–52.
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020a). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing and Management, 29(7), 787–811. https://doi.org/10.1080/19368623.2020.1715317
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020b). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing & Management, 29(7), 787–811.
Kim, J.-H., Youn, H., & Rao, Y. (2017). Customer responses to food-related attributes in ethnic restaurants. International Journal of Hospitality Management, 61, 129–139.
Kim, J. B. (2012). An empirical study on consumer first purchase intention in online shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12(2), 125–150. https://doi.org/10.1007/s10660-012-9089-5
Kim, Y. H., Kim, M., Goh, B. K., & Antun, J. M. (2011). The role of money: The impact on food tourists’ satisfaction and intention to revisit food events. Journal of Culinary Science & Technology, 9(2), 85–98.
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348.
Mohd Adnan, S. N. S., & Valliappan, R. (2019). Communicating shared vision and leadership styles towards enhancing performance. International Journal of Productivity and Performance Management, 68(6), 1042–1056.
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019a). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498. https://doi.org/10.1177/1356766718822675
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019b). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498.
Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70–81.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387–409.
Oviedo-García, M. Á., Vega-Vázquez, M., Castellanos-Verdugo, M., & Orgaz-Agüera, F. (2019). Tourism in protected areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal of Destination Marketing and Management, 12(February), 74–83. https://doi.org/10.1016/j.jdmm.2019.02.005
Prayag, G., Hosany, S., Taheri, B., & Ekiz, E. H. (2019a). Antecedents and outcomes of relationship quality in casual dining restaurants: The mediating effects of relationship quality and moderating roles of gender. International Journal of Contemporary Hospitality Management, 31(2), 575–593.
Prayag, G., Hosany, S., Taheri, B., & Ekiz, E. H. (2019b). Antecedents and outcomes of relationship quality in casual dining restaurants: The mediating effects of relationship quality and moderating roles of gender. International Journal of Contemporary Hospitality Management, 31(2), 575–593. https://doi.org/10.1108/IJCHM-10-2017-0706
Prayag, G., Khoo-Lattimore, C., & Sitruk, J. (2015). Casual dining on the French Riviera: Examining the relationship between visitors’ perceived quality, positive emotions, and behavioral intentions. Journal of Hospitality Marketing & Management, 24(1), 24–46.
Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864–881. https://doi.org/10.1108/JIMA-12-2019-0256
Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120–1131. https://doi.org/10.1108/BFJ-09-2017-0485
Triandewo, M. A., & Yustine, Y. (2020). Pengaruh kualitas layanan, citra perusahaan dan kepercayaan pada loyalitas konsumen. Jurnal Bisnis Dan Akuntansi, 22(1), 13–24.
Tuzunkan, D., & Albayrak, A. (2016). The importance of restaurant physical environment for Turkish customers. J Tourism Res Hospitality 5, 1(2).
Wong, I. A., Liu, D., Li, N., Wu, S., Lu, L., & Law, R. (2019). Foodstagramming in the travel encounter. Tourism Management, 71, 99–115.
Yasami, M., Promsivapallop, P., & Kannaovakun, P. (2021). Food image and loyalty intentions: Chinese tourists’ destination food satisfaction. Journal of China Tourism Research, 17(4), 592–612.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.
Afshar Jahanshahi, A. (2019). In a corrupt emerging economy, who would bribe less and then innovate more? Academy of Management Proceedings, 2019(1), 16892.
Battour, M., Rahman, M. K., & Rana, M. S. (2020). The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth: Non-Muslim tourists’ perspective. Journal of Islamic Marketing, 11(6), 1517–1538.
Bayraktar, O. A., Fuentealba, L. C., Alvarez-Buylla, A., & Rowitch, D. H. (2015). Astrocyte development and heterogeneity. Cold Spring Harbor Perspectives in Biology, 7(1), a020362.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Mulivariate data analysis (7th ed.). In Pearson Education Limited.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82–92.
Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1), 44–52.
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020a). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing and Management, 29(7), 787–811. https://doi.org/10.1080/19368623.2020.1715317
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020b). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing & Management, 29(7), 787–811.
Kim, J.-H., Youn, H., & Rao, Y. (2017). Customer responses to food-related attributes in ethnic restaurants. International Journal of Hospitality Management, 61, 129–139.
Kim, J. B. (2012). An empirical study on consumer first purchase intention in online shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12(2), 125–150. https://doi.org/10.1007/s10660-012-9089-5
Kim, Y. H., Kim, M., Goh, B. K., & Antun, J. M. (2011). The role of money: The impact on food tourists’ satisfaction and intention to revisit food events. Journal of Culinary Science & Technology, 9(2), 85–98.
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348.
Mohd Adnan, S. N. S., & Valliappan, R. (2019). Communicating shared vision and leadership styles towards enhancing performance. International Journal of Productivity and Performance Management, 68(6), 1042–1056.
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019a). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498. https://doi.org/10.1177/1356766718822675
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019b). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498.
Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70–81.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387–409.
Oviedo-García, M. Á., Vega-Vázquez, M., Castellanos-Verdugo, M., & Orgaz-Agüera, F. (2019). Tourism in protected areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal of Destination Marketing and Management, 12(February), 74–83. https://doi.org/10.1016/j.jdmm.2019.02.005
Prayag, G., Hosany, S., Taheri, B., & Ekiz, E. H. (2019a). Antecedents and outcomes of relationship quality in casual dining restaurants: The mediating effects of relationship quality and moderating roles of gender. International Journal of Contemporary Hospitality Management, 31(2), 575–593.
Prayag, G., Hosany, S., Taheri, B., & Ekiz, E. H. (2019b). Antecedents and outcomes of relationship quality in casual dining restaurants: The mediating effects of relationship quality and moderating roles of gender. International Journal of Contemporary Hospitality Management, 31(2), 575–593. https://doi.org/10.1108/IJCHM-10-2017-0706
Prayag, G., Khoo-Lattimore, C., & Sitruk, J. (2015). Casual dining on the French Riviera: Examining the relationship between visitors’ perceived quality, positive emotions, and behavioral intentions. Journal of Hospitality Marketing & Management, 24(1), 24–46.
Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864–881. https://doi.org/10.1108/JIMA-12-2019-0256
Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120–1131. https://doi.org/10.1108/BFJ-09-2017-0485
Triandewo, M. A., & Yustine, Y. (2020). Pengaruh kualitas layanan, citra perusahaan dan kepercayaan pada loyalitas konsumen. Jurnal Bisnis Dan Akuntansi, 22(1), 13–24.
Tuzunkan, D., & Albayrak, A. (2016). The importance of restaurant physical environment for Turkish customers. J Tourism Res Hospitality 5, 1(2).
Wong, I. A., Liu, D., Li, N., Wu, S., Lu, L., & Law, R. (2019). Foodstagramming in the travel encounter. Tourism Management, 71, 99–115.
Yasami, M., Promsivapallop, P., & Kannaovakun, P. (2021). Food image and loyalty intentions: Chinese tourists’ destination food satisfaction. Journal of China Tourism Research, 17(4), 592–612.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.
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