Sustainability and local food at tourist destinations: a study from the transformative perspective

Abstract

A shift from memorable to transformative experiences is taking place in the emerging transformation economy. Experiences constitute the essence of the tourism industry. While the literature has recognized the link between sustainability and local food, how local food affects tourists’ perceived sustainability, service experience, satisfaction, and advocacy is little known. This paper contributes to filling this research gap by examining the relationship between local food and sustainability at Spanish destinations within the transformative service theoretical framework. We conducted a questionnaire on 1476 Spanish tourists to show that service experience, perceived sustainability, and local food, are fundamental to any tourist destination strategy. Data reveal that perceived sustainability is a determining factor of tourists’ service experience at the destination, and the perception of local food reinforces perceived sustainability. Moreover, tourists’ service experience significantly and positively affects satisfaction and, consequently, advocacy. The significance of safe experience as an additional dimension of the service experience is also shown. This paper contributes to the transformative service literature in the field of tourism by demonstrating the enhancing role of local food over visitors’ sustainable experiences.