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August 23, 2026F1000ResearchOpen Access

Factors Influencing Customer Satisfaction and Behavioral Intention in Local Food Tourism: A Structural Equation Modeling Approach

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Authors

WMWarach Madhyamapurush

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Overview

Cross-sectional survey demonstrates that food quality, authenticity, and cultural experience drive satisfaction and loyalty in culinary tourists, indicating key levers for destination promotion.

Key Points

  • To examine how experiential attributes influence customer satisfaction and post-visit behavioral intentions in local food tourism.
  • Conducted a quantitative cross-sectional survey of visitors sampling local cuisine at designated Thai culinary sites (N=380).
  • Assessed reliability and validity using confirmatory factor analysis, Cronbach’s alpha, composite reliability, average variance extracted, and the Fornell–Larcker criterion.
  • Evaluated direct and mediating relationships among six experiential constructs, customer satisfaction, and behavioral intention using structural equation modeling.
  • Measurement and structural model demonstrated strong goodness-of-fit indices (CFI = 0.952, TLI = 0.945, RMSEA = 0.056, SRMR = 0.048).
  • Customer satisfaction was strongly and positively influenced by food quality, authenticity, cultural experience, and perceived value.
  • Customer satisfaction significantly predicted behavioral intentions (revisit intention and referral behavior) and partially mediated the effects of experiential attributes on loyalty outcomes.

Cite This Study

Warach Madhyamapurush (2026) studied this question.

synapsesocial.com/papers/6a8aae207677a34114446e4ehttps://doi.org/10.12688/f1000research.179249.5
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