The Role of Money: The Impact on Food Tourists' Satisfaction and Intention to Revisit Food Events

With growing interest and information on food tourism, food festivals or events have become one of the most popular topics in the tourism industry, and many studies have been conducted on food tourism. However, there are still many areas to be discovered, such as examining the relationship between level of expenditures by food tourists and their satisfaction and intention to revisit. The purposes of this study were to (a) investigate food tourists' characteristics and (b) examine whether there are any significant differences in their satisfaction and intention to revisit based on their expenditure. The data were collected for a period of 2 days at a food event. The results suggest a direct relationship between the amount of money spent on food at the event and the satisfaction as well as their intention to revisit. Practical implications can be gleaned from this study by destination marketing organizers, based on data to support higher spending leads to higher satisfaction levels.