Culinary involvement, cultural background, and culinary expertise: Interconnections between destination pull factors, culinary destination image, culinary experiences, and loyalty in Hanoi’s culinary tourism

This study investigates the intricate interplay between destination pull factors, culinary destination image, culinary experiences, and culinary destination loyalty within the unique culinary landscape of Hanoi, Vietnam. Using a mixed-methodology approach, quantitative data were collected from 670 Vietnamese travelers, complemented by qualitative insights from 15 Vietnamese travelers. Grounded in the Stimulus-Organism-Response theory, structural equation modeling was used to test the hypotheses. The results demonstrate relationships among destination pull factors, culinary destination image, culinary experiences, and culinary destination loyalty, along with mediating effects of culinary destination image and culinary experiences and moderating effects of culinary involvement. The findings reveal two main themes: Cultural background, which encompasses three dimensions: food enthusiasts and cultural ambassadors, the influence of cultural heritage on culinary exploration, and culinary traditions as cultural connectors in travel experiences; and culinary expertise, comprising two dimensions: professional culinary expertise and culinary exploration and education. By emphasizing Hanoi’s unique position as a gastronomic hub, this study provides a conceptual framework for future research that applies the SOR theory to the culinary domain and offers practical strategies for enhancing culinary tourism, applicable to other destinations with similar cultural and culinary attributes on the global stage.