Redefining creative food tourism experiences and influencing traveler behavior via unveiling autonomous sensory meridian response

Purpose This study aims to incorporate the autonomous sensory meridian response (ASMR) as a personal environmental component, thus tying the self-expansion theory to the balance theory by investigating the ASMR as a distinctive trigger of creative food tourism experience (CFTE); it also investigates the CFTE’s impact on travelers’ subjective well-being (SWB). In addition, it examines the impact of travelers’ SWB on their revisit intention. Design/methodology/approach The study adopted a quantitative research method by using a questionnaire for 711 food tourists in elite fine dining hotels’ restaurants. The data was analyzed using SEM (Smart PLS). Findings The study found that sensory and personal environment elements have a large and favorable impact on travelers’ CFTE, with relaxation having the greatest influence. The results suggest that CFTE influences travelers’ SWB positively; also, their SWB impacts their revisit intention. Research limitations/implications There was no such consistent guide for restaurants; therefore, high-quality, medium-range and low-ranking restaurants could not be measured effectively without such a tool. Practical implications ASMR is identified as a unique trigger that promotes relaxation, sensation and emotional response, allowing new tactics to be implemented by fine dining hotel restaurants to create memorable dining experiences. This can lead to deeper emotional and sensory engagement, ultimately improving overall visitor satisfaction and loyalty. Social implications This study distinguishes ASMR as a powerful influence on tourists’ perceptions, with a focus on sensations of relaxation and altered consciousness. These data imply that relaxation, a crucial component of ASMR, has the greatest impact on CFTE, emphasizing the importance of emotional and sensory satisfaction in leaving a lasting impression on guests Originality/value This study addresses a gap by exploring the impact of ASMR sensory experiences in creative culinary tourism on travelers’ SWB. By highlighting how sensory elements can shape tourists’ emotions and mental processes.