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Article

Understanding Revisit Intention in Local Culinary Tourism: The Mediating Role of Memorable Culinary Tourism Experience and Destination Image

by
Ramon Hurdawaty
1,*,
Wirawan Dony Dahana
2 and
Yuary Farradia
1
1
School of Postgraduate, Universitas Pakuan, Bogor 16129, Indonesia
2
Graduate School of Economics, Osaka University, Toyonaka 560-0043, Japan
*
Author to whom correspondence should be addressed.
Tour. Hosp. 2025, 6(4), 184; https://doi.org/10.3390/tourhosp6040184
Submission received: 14 August 2025 / Revised: 9 September 2025 / Accepted: 16 September 2025 / Published: 19 September 2025
(This article belongs to the Special Issue Authentic Tourist Experiences: The Value of Intangible Heritage)
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Abstract

This study examines the impact of food authenticity and social media exposure on revisit intention, mediated by the roles of memorable culinary tourism experience and destination image. This research uses a quantitative approach with an explanatory research type. The survey was conducted on 400 domestic tourists who had experienced local culinary tourism in Magelang Regency through the distribution of questionnaires. Data analysis used Structural Equation Modeling (SEM) with the LISREL 8.8 software. The research results indicate that food authenticity and social media exposure have a positive and significant impact on revisit intention, mediated by the Memorable Culinary Tourism Experiences and Destination Image. These findings expand the Consumer Behavior Theory by integrating cultural and digital elements, strengthen the Stimulus–Organism–Response (SOR) Theory, and support the development of Brand Equity Theory in culinary tourism destinations.

1. Introduction

Culinary tourism involves exploring food and beverages, providing authentic encounters sought after by consumers (Stone, 2022; Richards, 2021). Tourists can gain a deeper understanding of a region and its identity by engaging with unique components, traditional dishes, and local cooking techniques through experiential tourism (Jokom et al., 2023; Park & Widyanta, 2022). The authenticity of culinary products is vital to travelers, and this desire drives tourists to seek different local foods that help them understand the culture and identity of the place (Otengei & Ahebwa, 2020; T. Zhang et al., 2019). Authentic culinary experiences are one of the cultural phenomena described by avid tourists, stemming from innovative cooking methods and distinctive eating practices (Agyeiwaah et al., 2019; Martin et al., 2021). Numerous studies have suggested that distinct culinary experiences drive motivations to revisit specific tourist destinations (Zhu et al., 2024; Shoukat et al., 2023).
Furthermore, tourists’ assessment of local food and its quality enhances the reputation of a destination. The authenticity of local dishes is crucial for evaluating and gauging satisfaction from visiting a particular place (V. Gupta & Sharma, 2024; Lai et al., 2019). The cognitive aspect encompasses what tourists understand and perceive about a destination and its food, whereas the affective component captures the emotions associated with these perceptions. Culinary tourism highlights the tension between the branding and mercantilization of local foods, while preserving local culture (Kladou & Trihas, 2022; Vuksanović et al., 2024).
Tran and Rudolf (2022) and García-Carrión et al. (2023) showed that social media is critical to visually enticing repose marketing culinary tourism photography. Social media exposure also impacts revisit intention in several ways (Ibrahim et al., 2021; Mittal et al., 2022; S. Gupta et al., 2022). Captions alongside images of dishes actively shape culinary tourism decisions by representing gastronomic adventures in appealing ways (Ranteallo & Andilolo, 2017). Numerous works demonstrate the role of social media in driving revisit intention to places. This research focuses primarily on the impact of visuals and does not explain specific elements, such as the trust mechanisms that comment and review users or user-submitted content driven by influencers utilize to shape tourist decision-making.
A positive destination image significantly increases tourists’ intention to revisit (Rasoolimanesh et al., 2021; Kiumarsi et al., 2017; V. Gupta et al., 2023). Similar results were also presented by Nugraha et al. (2021), X. Li et al. (2021), and Kareem and Venugopal (2024), stating that the image of food positively affects the intention to revisit. Based on the study results, several research studies have been conducted regarding the revisit intention of tourist destinations. However, few studies still discuss revisiting intention in destinations with culinary potential based on local culture, especially those that connect traditional food to the impact of destination image and tourist experience.
Understanding the impact of local cuisine on destination image is essential for destinations aiming to differentiate themselves through culinary tourism (Recuero-Virto & Valilla Arróspide, 2024; Park & Widyanta, 2022). Authenticity is considered a key factor in tourists’ decisions to visit cultural heritage destinations (Chen & Lee, 2021; Tian et al., 2020).
Although many studies have examined the effect of food authenticity, memorable experiences, and destination image on revisit intention, few have simultaneously integrated cultural (authenticity), digital (social media exposure), and experiential (memorable experience) aspects into a single model. This study addresses this gap by investigating the role of authenticity and social media exposure in shaping revisit intention through memorable culinary experiences and destination image in Magelang Regency.
This research contributes to measuring revisit intention in local culinary tourism, as well as providing insights into how tourists’ perceptions of food authenticity influence their intention to return and social media exposure, mediated by the creation of memorable culinary experiences and the construction of a destination’s image. The findings highlight the importance of maintaining authenticity in the culinary offerings of tourist destinations. This research enhances the understanding of how culinary tourism and destination image together influence tourists’ decisions and behaviors. Moreover, it provides practical strategies for tourism boards and local businesses seeking to leverage their culinary heritage and authenticity (J. Wei et al., 2024; Chen & Lee, 2021).

2. A Literature Review

2.1. Theoretical Background

This study develops its conceptual framework based on three interrelated theoretical perspectives: Consumer Behavior Theory, the Stimulus–Organism–Response (SOR) model, and Brand Equity Theory, to explain the determinants of tourists’ revisit intentions within culinary tourism. Consumer Behavior Theory emphasizes that tourists’ choices are influenced not only by functional aspects, such as the authenticity of food, but also by emotional elements, including memorable dining experiences, which significantly shape their intention to revisit a destination (Solomon, 2018; Zhu et al., 2024). The SOR model provides further clarification by describing how external stimuli (for instance, food authenticity and social media exposure) trigger tourists’ internal states (perceptions, evaluations, and emotions), ultimately leading to behavioral responses such as revisit intentions (Mehrabian & Russell, 1974; Hsu et al., 2021). Additionally, Brand Equity Theory provides insights into how culinary experiences contribute to strengthening a destination’s brand. Perceived authenticity and memorable experiences create positive brand associations and enhance perceived quality, while destination image represents the value and distinctiveness of the brand in the eyes of visitors (Aaker, 1991; Keller, 1993; Horng et al., 2012; Onur & Yazıcıoğlu, 2024). Collectively, these three perspectives form a solid theoretical foundation for investigating the relationships among food authenticity, social media exposure, memorable culinary experiences, destination image, and revisit intention.

2.2. The Effect of Food Authenticity

Local food, as a component of culinary tourism, has increasingly been recognized as an essential aspect of destination attractiveness, as food experiences provide cultural insights and authentic encounters that shape tourists’ perceptions and revisit behaviors (Stone, 2022; Richards, 2021; Jokom et al., 2023). According to V. Gupta and Sharma’s (2023) findings, food authenticity positively affects tourists’ dining preferences, memorable experiences, and behavioral intentions. This is reinforced by the conclusions of Rasoolimanesh et al. (2021) and V. Gupta and Sajnani (2020), which provide the same results that authenticity affects memorable tourism experiences. The same results were reported by Lunchaprasith and Macleod (2018), Zhou et al. (2022), and F. Li et al. (2023), who found that authenticity has both direct and indirect effects on memorable tourism experiences. The S–O–R framework further explains this mechanism: authenticity functions as the stimulus that triggers positive emotional and cognitive states (organism), which then lead to favorable responses such as memorable experiences and behavioral intentions (F. Li et al., 2023; Mehrabian & Russell, 1974). Hence, the perception of food authenticity fosters memorable culinary tourism experiences.
Hypothesis 1 (H1).
Food authenticity has a positive effect on a memorable culinary tourism experience.
Previous studies have shown that tourists’ perceptions of authentic food significantly affected destination image formation (X. Li et al., 2021; Mohammad et al., 2022; Kovalenko et al., 2023; Dong et al., 2023). Empirical work reveals that satisfaction with traditional/heritage cuisine significantly enhances the perceived destination image, aligning authenticity-driven cues with image formation processes (Huete-Alcocer & Hernandez-Rojas, 2022; Zhu et al., 2024). Recent studies in gastronomy and festivals have explicitly applied S–O–R to demonstrate how authenticity and related experiential values influence affect and, in turn, destination evaluations (Hsu et al., 2021; F. Li et al., 2023). Moreover, authentic food encounters contribute to brand equity by enriching brand associations and perceived quality (Jiang et al., 2023; Lu et al., 2015; Aaker, 1991).
Hypothesis 2 (H2).
Food authenticity has a positive effect on a destination image.
The results of this study are supported by similar studies, which suggest that authenticity influences revisit intention (Islam et al., 2019). When tourists taste food that reflects local traditions, original ingredients, and typical cooking techniques, they judge the food as authentic (V. Gupta & Sharma, 2023). Empirically, F. Li et al. (2023) demonstrate that food authenticity increases behavioral intention via affective responses in an S–O–R model; Salem et al. (2024) find that authentic dimensions significantly raise overall authenticity and revisit intention in ethnic restaurants; and gastro-tourism reviews document consistent links between authenticity-laden experiences and intentions to return (García-Pérez & Castillo-Ortiz, 2024). Hence, tourists who have an authentic food experience tend to have a higher desire to return to the same location.
Hypothesis 3 (H3).
Food authenticity has a positive effect on revisit intention.

2.3. The Effect of Social Media Exposure

Due to their expansive scope and engagement functionalities, social media platforms enable destinations to communicate directly with visitors, thereby shaping the cognitive, affective, and conative aspects of the destination image (Lorgeoux & Divakaran, 2023; Khatoon & Choudhary, 2023). Social media also influences the image of destinations (Baber & Baber, 2023; de las Heras-Pedrosa et al., 2020). Social media platforms, such as Instagram, play a crucial role in promoting destination image, as they enable the sharing of visually appealing content that can enhance the destination’s image and attract tourists (Iglesias-Sánchez et al., 2020). Authenticity-driven culinary experiences are often shared through digital platforms, which amplify tourists’ emotional engagement and reinforce destination image (Maarif et al., 2023). These results align with Jemin’s (2024) research, which states the influence of social media marketing on the image of tourist destinations.
Hypothesis 4 (H4).
Social Media Exposure has a positive effect on destination image.
Social media marketing significantly influences the intention to revisit in culinary tourism, as demonstrated by numerous studies. Mittal et al. (2022) and Ibrahim (2023) showed the effect of social media marketing on the intention to revisit tourist destinations. Utilizing social media to promote culinary tourism enhances the destination’s image and experience, significantly influencing tourists’ intentions to revisit culinary destinations. Social media is a promotional tool that strengthens the link between authentic experiences and revisit intention (Maarif et al., 2023). A study integrating S–O–R theory found that social media attributes, including source credibility and content quality, enhance destination image and trust, which drive impulsive travel intentions (Y. Wei et al., 2025). Hence, social media interactions in promoting culinary tourism enhance the destination’s image and tourist experience, build trust, and disseminate information, all of which are important factors in influencing tourists’ intentions to revisit culinary destinations.
Hypothesis 5 (H5).
Social Media Exposure has a positive effect on revisit intention.

2.4. The Effect of Memorable Culinary Tourism Experience

Numerous studies indicate that significant experiences in culinary tourism substantially influence the desire to revisit. In heritage tourism, unforgettable experiences created during the tourism visit predominantly give rise to revisit intentions (Zhou et al., 2022; Satrya et al., 2024; Zhu et al., 2024). Culinary experiences enhance overall destination evaluation and stimulate revisit intention (Agyeiwaah et al., 2019; Shoukat et al., 2023). Within the S–O–R theory, supported by studies such as Hidayat et al. (2024), which demonstrate that memorable tourism experiences, especially local food, directly and significantly increase revisit intention, thereby enhancing destination image and satisfaction. Hence, memorable culinary tourism experiences foster a strong intention to revisit.
Hypothesis 6 (H6).
Memorable culinary tourism experiences have a positive effect on revisit intention.
Several studies have investigated the impact of food authenticity on return intention, particularly through memorable culinary tourism experiences. Zhou et al.’s (2022) study showed that tourist experience positively and significantly mediated the relationship between authenticity and revisit intention. Other research also demonstrated an indirect effect of authenticity on return intention through memorable culinary tourism experiences (Rasoolimanesh et al., 2021). Perceptions of food authenticity also influence return intention, mediated by local food experiences (Mohamed et al., 2020). The findings of this study were supported by V. Gupta and Sharma’s (2023) research, which explained that authentic cuisine and its associated memories strongly influenced tourists’ intentions to revisit the destination. From these studies, food authenticity was found to positively influence return intention through memorable culinary tourism experiences.
Hypothesis 7 (H7).
Food authenticity has a positive effect on revisit intention through a memorable culinary tourism experience.

2.5. The Effect of Destination Image

Destination image is central to tourism decision-making, influencing first-time and repeat visits. It is generally understood as comprising cognitive (beliefs and knowledge), affective (feelings and emotions), and conative (behavioral intentions) components (Kladou & Trihas, 2022; Rasoolimanesh et al., 2021). A positive destination image significantly increases tourists’ intention to revisit (Kiumarsi et al., 2017; V. Gupta et al., 2023). The results of J. Zhang et al.’s (2023) study found that the cognitive food image of a destination influences tourists’ desire to try local food, which mediates the relationship between food image and revisit intention. Within the S–O–R framework, cognitive image acts as the Stimulus, eliciting Organism responses (affective engagement), leading to Response (revisit intention), a mechanism empirically supported by Agapito et al. (2013). From a brand equity perspective, the destination image serves as a foundational element that enhances brand equity and influences revisit intention, as demonstrated in Chi et al.’s (2020) study.
Hypothesis 8 (H8).
Destination image has a positive effect on revisit intention.
Previous studies have shown that tourists’ value perceptions of authentic food experiences, including functional, social, emotional, cultural, and health-related dimensions, significantly improved their perceived destination image, influencing their intention to revisit (Zhu et al., 2024). The case study of Alagna Valsesia illustrates how the authenticity of local food, tied to cultural and natural heritage, can enhance the attractiveness of a tourist destination, thereby influencing return intention (Beltramo et al., 2024). Interpreted through the lens of the S–O–R framework, authentic culinary elements act as stimuli that influence internal evaluations such as destination image, satisfaction, and emotional connection (organism), which subsequently drive behavioral responses, including revisit intention and positive word-of-mouth. In parallel, the findings also align with the brand equity perspective, as food authenticity strengthens brand image, a core component of destination brand equity, enhancing satisfaction and loyalty-driven behaviors (Jiang et al., 2023). Hence, these studies validate the mediating role of destination image in the link between food authenticity and revisit intention.
Hypothesis 9 (H9).
Food authenticity has a positive effect on revisit intention through destination image.
Social media exposure significantly enhances brand equity and loyalty, increasing the intention to revisit (Ibrahim et al., 2021; Lorgeoux & Divakaran, 2023). The intensity and credibility of online content influence tourists’ behavioral intentions. Exposure to culinary images and authentic narratives informs and engages emotions, reinforcing destination image. Similarly, social media marketing has significantly influenced revisit intentions, emphasizing the importance of leveraging social media as an effective marketing tool (Helal et al., 2023; Wilopo & Nuralam, 2025). Empirical evidence supports this; user-generated content has a significant positive effect on destination imagery and visit intention, with destination imagery serving as a mediator (Aboalganam et al., 2025). Integrating destination image and social media exposure within a single framework helps explain how tourists’ perceptions evolve into intentions to revisit (Wu & Lai, 2025; Maarif et al., 2023). Hence, this study posits social media exposure as an independent factor influencing revisit intention, with destination image serving as a mediator.
Hypothesis 10 (H10).
Social media exposure has a positive effect on revisit intention through destination image.
While previous research has provided evidence of the direct and indirect effects of authenticity and social media, comprehensive models that test their combined impact within a single framework are still lacking. Our study fills this gap and contributes by providing empirical evidence from Indonesia, an emerging culinary tourism destination. As illustrated in Figure 1, the research framework integrates food authenticity, social media exposure, memorable culinary tourism experience, and destination image as predictors of revisit intention. The figure provides a visual overview of the hypothesized relationships tested in this study.

3. Materials and Methods

This study employed a quantitative explanatory research design. A non-probability convenience sampling method was used to collect data from domestic tourists who had engaged in local culinary tourism in Magelang Regency, Indonesia, between 2020 and 2024. Four hundred fifty questionnaires were distributed, and 400 valid responses were obtained, yielding a response rate of 88%. Only respondents with prior experience with culinary tourism in Magelang Regency and who completed the questionnaire in full were included in the final sample. While the sampling method does not guarantee full representativeness, the demographic profile of respondents demonstrates adequate diversity across gender, age, education, income, and culinary preferences, ensuring valuable insights into the study context.
The development of the measurement items for each construct in this study was grounded in prior validated scales from the relevant literature. The indicators were carefully adapted and reorganized to fit the context of local culinary tourism in Magelang Regency. Before formal data collection, the questionnaire was reviewed extensively to ensure content validity, drawing on established measures of food authenticity, social media exposure, memorable culinary experiences, destination image, and revisit intention. Expert validation was employed to refine the items, while unclear or ambiguous wording was corrected through a pilot test, which enhanced clarity and cultural appropriateness. The first section of the questionnaire asked respondents about demographic information, including gender, age, education, marital status, occupation, monthly culinary expenses, culinary tourism preference, and types of social media used to search for culinary information. The second section contained multi-item measures for each construct, all assessed on a five-point Likert scale (1 = strongly disagree to 5 = strongly agree), as presented in Table 1.
This research utilized structural equation modeling (SEM) as the primary analytical method to investigate the proposed correlations among the latent components (Hair & Alamer, 2022). The analysis utilized LISREL (Linear Structural Relations) software. Before executing the comprehensive SEM, confirmatory factor analysis was performed to assess the constructs’ convergent and discriminant validity. Cronbach’s alpha and composite reliability (CR) were used to assess reliability, while convergent validity was evaluated using average variance extracted (AVE). Several goodness-of-fit indexes were employed to evaluate the model’s fit.

4. Results

4.1. Respondent’s Demographic Information

Based on the respondent profile in Table 2, most participants in this study were female (62.3%). Regarding age, most respondents were between 30 and 39 years old (33.0%). Regarding educational background, the dominant group held a Bachelor’s degree (66.3%). The marital status of respondents indicates that the vast majority were unmarried (82.5%). Nearly half of the respondents (48.8%) were employed, indicating that a substantial portion of participants had a stable income source, which may influence their spending behavior and preferences in culinary tourism. The remaining respondents were primarily students, professionals, or self-employed individuals, as presented in Table 2, which indicates that the sample was relatively diverse in terms of occupational status. When examining monthly culinary expenses, the largest proportion of respondents (34.5%) spent between Rp 1,500,001 and Rp 2,000,000, suggesting a relatively high interest and investment in culinary activities. Concerning culinary tourism preferences, most respondents (38.3%) preferred restaurants serving local culinary dishes, followed by local culinary festivals and quality restaurants. In searching for culinary information, Instagram emerged as the most commonly used social media platform (35.8%), indicating its significant influence on culinary tourism decisions among respondents.

4.2. Measurement Model Testing

Table 3 presents the various goodness-of-fit indicators used to evaluate the original model of this research. The study structures align with the data based on absolute, incremental, and parsimony model fit metrics. The model’s fit indicators, presented in Table 3, affirm its robustness, as the obtained values are within the permissible limits.
The fit of each construct was assessed separately, including evaluations of the model’s validity and reliability. Examining validity and reliability demonstrated that the variable indicators listed in Table 4 satisfied the criteria for both reliability and validity. Each variable indicator has a standardized loading factor (SLF) greater than 0.5 (Igbaria et al., 1997). All indicators considered have a standardized loading factor greater than 0.7 (Rigdon & Ferguson, 1991). Each variable indicator’s Construct Reliability (CR) value and Variance Extracted (VE) value meet the goodness of fit criterion of higher than 0.7 (Hair et al., 2010). Thus, the measurement model (construct) may be valid and reliable.

4.3. Structural Model and Hypotheses Testing

Following the two-phase SEM methodology, the measurement model’s results were used to evaluate the structural model, which included paths indicative of the hypothesized correlations among the study variables. We can begin the path analysis in the second phase by examining the structural model. The significant mode t-test for SEM is shown in Figure 2. As shown in the t-test values in Figure 2, all paths are significant as they all exceed the threshold of 1.96. Thus, the path analysis functions as a validation phase for the study hypothesis. To evaluate the structural model, it is essential to assess the statistical justification of the standardized regression weights of the research hypotheses (i.e., t-values). Table 5 and Table 6 showed that the t-values of all paths exceed the threshold of 1.96. Therefore, all ten research hypotheses have been confirmed.

5. Discussion

Tourists’ experiences become unique and unforgettable when the cuisine immerses them in local identity and culture. This aligns with F. Li et al. (2023), who found that authenticity enhances the quality of culinary tourism experiences by increasing emotional involvement, interest, and cultural connection. The authenticity of cuisine as a reflection of ethnos and locality reinforces the destination image; this aligns with V. Gupta and Sharma (2023), who argue that local food authenticity influences the destination image, as food and culture are inextricably linked. Choe and Kim (2018) demonstrated that perceptions of food authenticity also directly influence the destination image. The culinary experience deepens tourists’ experiences beyond enjoyment. Supporting this argument, Zhou et al. (2022) and X. Li et al. (2021) corroborated the hypothesis that food authenticity boosts revisit intention due to favorable emotional appraisal and reminiscences. Satrya et al. (2024) have further verified that food authenticity strongly predicts revisit intention. Emotional bonds with a destination often arise from vivid memories of one’s experiences. Rasoolimanesh et al. (2021), Tešin et al. (2023), and Shoukat et al. (2023) demonstrate the influence of memorable culinary experiences and their ability to facilitate revisit intentions.
Social media platforms enhance the reputation of a particular location through images, narratives, reviews, and testimonials posted by users, the destination itself, and travelers. Engaging content fosters a largely positive perception of the area, particularly when it is authentic and effectively highlights its unique features and attractions. Lorgeoux and Divakaran (2023) and Khatoon and Choudhary (2023) confirm the impact of marketing through social media on destination images, as advertising through visuals, reviews, and shared experiences is especially powerful. They further elaborate that social media serves as a reminder of past experiences, which perpetuates the idea of revisiting the area alongside the perception of obtaining equal or better experiences. Ibrahim (2023) and Mittal et al. (2022) affirm the impact of social media interaction on the desire to revisit a destination. Posting promotional content about a travel destination on social media boosts the desire to revisit (Kareem & Venugopal, 2024).
The novelty of this study lies in (1) empirically validating the mediating roles of memorable culinary experiences and destination image in shaping revisit intention; (2) providing empirical evidence from Magelang Regency, a location rarely examined in international culinary tourism studies; and (3) extending Consumer Behavior, S–O–R, and Brand Equity theories by incorporating food authenticity and social media exposure into the analysis.

6. Conclusions, Implications, and Limitations

6.1. Conclusions

This research concludes that food authenticity and social media exposure significantly influence tourists’ revisit intentions, both directly and indirectly, through memorable culinary experiences and destination image. A key contribution of this study is the empirical validation of the mediating mechanisms underlying revisit intention in local culinary tourism. Specifically, the results demonstrate that (1) memorable culinary tourism experiences mediate the relationship between food authenticity and revisit intention, highlighting the role of sensory and emotional engagement in transforming authenticity into loyalty; (2) destination image mediates the effect of food authenticity on revisit intention, emphasizing that authenticity strengthens destination branding, which in turn fosters loyalty; and (3) destination image also mediates the relationship between social media exposure and revisit intention, confirming that social media-driven perceptions significantly shape tourists’ behavioral outcomes.

6.2. Theoretical Implications

This study offers significant theoretical contributions to consumer behavior, the Stimulus–Organism–Response (SOR) model, and brand equity theory. First, the findings extend Consumer Behavior Theory by demonstrating that tourists’ intentions to revisit culinary tourism destinations are influenced by functional benefits and emotional and perceptual factors such as perceived food authenticity, memorable culinary experiences, and destination image shaped through social media marketing exposure. Second, this study empirically supports and enriches the Stimulus–Organism–Response (SOR) framework within culinary tourism. The results confirm that environmental cues have a significant influence on tourists’ psychological processing, which, in turn, drives their behavioral intentions. This reinforces the relevance and applicability of the SOR model in explaining consumer behavior in experiential and digital tourism contexts. Third, this study contributes to the theoretical development of Brand Equity Theory, particularly in the context of destination brand equity. Perceived food authenticity and memorable culinary experiences are foundational elements of brand associations and perceived quality. In contrast, destination image shaped by authenticity and social media exposure reflects the culinary destination’s perceived brand image and differentiation value. Furthermore, revisit intention is conceptualized as a proxy for brand loyalty, representing tourists’ sustained preference and emotional attachment to a destination.

6.3. Limitations and Future Research

This study has various limitations that must be recognized. First, although the research employed specific variables, its scope may not fully capture the diversity of factors influencing revisit intention in different contexts. Future research is advised to expand the dimensions and indicators applicable to various contexts and concerns, taking into account the specific analytical unit at hand. Second, this study was confined to local culinary tourism in a Regency in Indonesia, which may limit the generalizability of the findings. Future research can apply the model to other regencies or culinary tourist centers worldwide, and a more thorough analysis of the differences in tourist behavior can be performed. Third, this research employed a quantitative methodology, utilizing SEM analysis, and excluded qualitative findings. Utilizing various methods and conducting longitudinal studies could strengthen and refine supplementary findings. Fourth, the study population was limited to domestic tourists, omitting insights from international visitors with differing cultural backgrounds and culinary preferences. This limitation reduces the generalizability of the findings. Future research is strongly encouraged to include both domestic and international tourists and to compare their behaviors across world regions and generations, in order to obtain a more holistic understanding of culinary tourism.

Author Contributions

Conceptualization, R.H., W.D.D. and Y.F.; methodology, R.H., W.D.D. and Y.F.; software, R.H.; validation, R.H. and Y.F.; formal analysis, R.H.; investigation, W.D.D. and Y.F.; data curation, R.H.; writing—original draft preparation, R.H.; writing—review and editing, R.H., W.D.D. and Y.F.; visualization, R.H.; supervision, W.D.D. and Y.F.; project administration, R.H. All authors have read and agreed to the published version of this manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Ethical review and approval were waived for this study because Indonesian law does not contain a regulation explicitly exempting anonymous, non-interventional Survey research from ethical review; this practice is aligned with the principles of Act No. 27/2022 on the Protection of Personal Data (https://peraturan.bpk.go.id/Details/229798/uu-no-27-tahun-2022?) (accessed on 20 August 2025). The local government has already granted the survey legal permission for data collection (Magelang Regency Research Certificate No.: 070/152/16/2025, approved on 11 March 2025).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The data presented in this study are available on request from the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

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Tourismhosp 06 00184 g001
Figure 1. Research framework used in this study.
Figure 1. Research framework used in this study.
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Figure 2. Structural model (in significance).
Figure 2. Structural model (in significance).
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Table 1. Operationalization of research constructs and measurement items.
Table 1. Operationalization of research constructs and measurement items.
ConstructItemsReference
Food Authenticity (FA)X1.1Local cuisine in Magelang Regency uses traditional raw materials.(Ab-Latif et al., 2024; T. Zhang et al., 2019)
X1.2Local cuisine in Magelang Regency uses a unique traditional method.
X1.3Local cuisine in Magelang Regency has a distinctive taste.
X1.4Local cuisine in Magelang Regency shows culinary traditions that have existed for a long time.
Social Media Exposure (ESM)X2.1I see promotional content for culinary tourism in Magelang Regency on social media several times a month.(Ranteallo & Andilolo, 2017; Aljefree & Alhothali, 2022)
X2.2The information I saw on social media about culinary tourism in Magelang Regency is reliable.
X2.3I was intrigued by the images used to promote Magelang Regency’s culinary tourism on social media.
X2.4Whenever I see culinary tourism content about Magelang Regency on social media, I like and comment.
X2.5Recommendations from friends on social media influence my decision to visit.
Memorable culinary tourism experience (ME)Y1.1Local cuisine in Magelang Regency has a unique and unforgettable taste.(Sthapit, 2017; Sthapit et al., 2020; Stone et al., 2017)
Y1.2I feel proud to be able to enjoy the culinary specialties of Magelang Regency.
Y1.3I can interact with other tourists in Magelang Regency.
Y1.4The dining atmosphere complemented my enjoyable culinary experience in Magelang Regency.
Y1.5I found many interesting culinary souvenirs from Magelang Regency to take home.
Y1.6The prices of local culinary delights in Magelang Regency are affordable.
Destination image (DI)Y2.1Local cuisine in Magelang Regency is of good quality.(Choe & Kim, 2018; Seo et al., 2017)
Y2.2I enjoyed my local culinary tour in Magelang Regency.
Y2.3I want to try various types of local cuisine in Magelang Regency.
Revisit Intention (IR)Y3.1I intend to enjoy the local culinary delights of Magelang Regency again.(Rasoolimanesh et al., 2023; Kareem & Venugopal, 2024; Oktadiana et al., 2022)
Y3.2I had a great opportunity to revisit culinary tourism in Magelang Regency.
Y3.3I’ll be able to enjoy local Magelang Regency cuisine again soon.
Y3.4I would recommend Magelang Regency as a local culinary destination to others.
Table 2. Respondents’ demographic information.
Table 2. Respondents’ demographic information.
CharacteristicsFrequencyPercent (%)
Gender
Male15137.8
Female24962.3
Age
17–27 years old12832.0
28–38 years old13233.0
39–49 years old6215.5
50–60 years old7819.5
Last Education
Junior high school25.0
Senior High School7719.3
Diploma degree4812.0
Bachelor degree27566.3
Postgraduate82.0
Marital Status
Married7017.5
Not married yet33082.5
Occupation
Student4010.0
Unemployed61.5
Employed19548.8
Self-employed9223.0
Proffesional6716.8
Monthly expenses for culinary
Rp. 100,000–Rp. 500,0005012.5
Rp 500,001–Rp. 1,000,0009223.0
Rp 1,000,001–Rp 1,500,00010125.3
Rp 1,500,001–Rp 2,000,00013834.5
>Rp 2,000,000194.8
Culinary Tourism Preferences
Local culinary festival12531.3
Quality restaurants12230.5
Restaurants serving local culinary15338.3
Types of Social Media used to search for culinary information
Instagram14335.8
Tiktok389.5
Youtube11528.7
Google Business10426.0
Table 3. Measurement model fit indices.
Table 3. Measurement model fit indices.
IndicatorsRMSEAχ2/dfNNFINFIAGFICFIGFI
Obtained values0.00850.411.000.990.941.000.96
Allowed values≤0.05≥0.05≥0.90≥0.90≥0.90≥0.90≥0.90
Table 4. Reliability and validity of latent variables.
Table 4. Reliability and validity of latent variables.
VariableItemsSLFErrorCRVENotes
Food authenticity (FA) 0.910.72Reliable
X1.10.850.28 Valid
X1.20.840.29 Valid
X1.30.840.29 Valid
X1.40.860.25 Valid
Social Media Exposure (ESM) 0.940.74Reliable
X2.10.870.24 Valid
X2.20.880.23 Valid
X2.30.840.30 Valid
X2.40.870.25 Valid
X2.50.860.26 Valid
Memorable culinary tourism experience (ME) 0.910.62Reliable
Y1.10.780.40 Valid
Y1.20.790.38 Valid
Y1.30.810.35 Valid
Y1.40.790.37 Valid
Y1.50.780.39 Valid
Y1.60.770.40 Valid
Destination image (DI) 0.840.64Reliable
Y2.10.770.40 Valid
Y2.20.820.33 Valid
Y2.30.810.34 Valid
Revisit intention (IR) 0.940.79Reliable
Y3.10.890.21 Valid
Y3.20.900.19 Valid
Y3.30870.25 Valid
Y3.40.890.20 Valid
Notes: SLF = standardized loading factor, CR = construct reliability, VE = variance extracted.
Table 5. Model direct paths.
Table 5. Model direct paths.
HypothesesCorrespondent PathsBeta Valuest-ValuesTest Results
H1Food authenticity → memorable culinary tourism experience0.6010.75Supported
H2Food authenticity → destination image0.468.16Supported
H3Food authenticity → revisit intention0.223.82Supported
H4Social media exposure → destination image0.356.36Supported
H5Social media exposure → revisit intention0.132.84Supported
H6Memorable culinary tourism experience → revisit intention0.244.64Supported
H8Destination image → revisit intention0.478.16Supported
Table 6. Model indirect paths.
Table 6. Model indirect paths.
HypothesesCorrespondent PathsBeta Valuest-ValuesTest Results
H7Food authenticity → memorable culinary tourism experience → revisit intention0.1444.308Supported
H9Food authenticity → destination image → revisit intention0.2165.768Supported
H10Social media exposure → destination image → revisit intention0.1654.949Supported
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Hurdawaty, R.; Dahana, W.D.; Farradia, Y. Understanding Revisit Intention in Local Culinary Tourism: The Mediating Role of Memorable Culinary Tourism Experience and Destination Image. Tour. Hosp. 2025, 6, 184. https://doi.org/10.3390/tourhosp6040184

AMA Style

Hurdawaty R, Dahana WD, Farradia Y. Understanding Revisit Intention in Local Culinary Tourism: The Mediating Role of Memorable Culinary Tourism Experience and Destination Image. Tourism and Hospitality. 2025; 6(4):184. https://doi.org/10.3390/tourhosp6040184

Chicago/Turabian Style

Hurdawaty, Ramon, Wirawan Dony Dahana, and Yuary Farradia. 2025. "Understanding Revisit Intention in Local Culinary Tourism: The Mediating Role of Memorable Culinary Tourism Experience and Destination Image" Tourism and Hospitality 6, no. 4: 184. https://doi.org/10.3390/tourhosp6040184

APA Style

Hurdawaty, R., Dahana, W. D., & Farradia, Y. (2025). Understanding Revisit Intention in Local Culinary Tourism: The Mediating Role of Memorable Culinary Tourism Experience and Destination Image. Tourism and Hospitality, 6(4), 184. https://doi.org/10.3390/tourhosp6040184

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