Resumen de New dimensions: The role of gastronomics markets
Guzmán Antonio Muñoz Fernández, Miguel González-Mohíno, Ana María Castillo Canalejo, Sandra Sánchez Cañizares
When traveling, people seek not only to satisfy their physical needs but also to experience varied anddistinctive environments, which has become a requirement for contemporary travelers. Thegastronomy of a destination can significantly enriches the visitor's experience, facilitating a deeperconnection with the place, its culture, and its heritage. Gastronomic markets are emerging as newrecreational and tourist destinations in historic centers, increasing in popularity. This studyinvestigates the motivations and characteristics of visitors to these markets through segmentationbased on their reasons for visiting, which are on the rise. To achieve this, 467 surveys were conductedat the Mercado Victoria in Córdoba, utilizing statistical methods such as factor analysis, clusteranalysis, and t-tests for equality of means. The findings identified three motivational factors:innovation and gastronomic pleasure, social and recreational enjoyment, and professional use of themarket. Additionally, two clusters were formed with significant differences in terms of motivation,satisfaction and loyalty, (gastronomic explorers and social enjoyers). Segmenting and analyzing thevisitor profile can help economic agents involved in gastronomic markets to develop new tourismmanagement strategies. This study contributes to the literature on gastronomic markets, providingresults that help understand how these experiences affect visitors and developing products thatenhance their satisfaction and loyalty.
