Customers’ behavioral intentions when visiting upscale restaurants: Enjoying the experience or posturing?

Abstract

High-level gastronomy is booming and, in many cases, has become the main purpose for travel. This research aims to investigate the relationships between the performance of high-level restaurants, the affective components they generate, and how they can affect customer behavior both in regard to the restaurant and the destination in which it is located. The empirical work was analyzed by means of a multiple indicators multiple causes model (MIMIC) and structural equation modeling (SEM). The survey was administered to customers who visited Michelin-star restaurants. The main results indicate that enjoyment of the experience and the status it provides are important factors motivating consumers to visit these types of restaurants and that their behavioral intentions can influence their family, friends, acquaintances, and destination. Therefore, it is suggested that restaurant owners and destination managers develop joint strategies beneficial for the gastronomic tourism sector.