From flavor to fidelity: exploring satisfaction's mediating role in gastronomic event loyalty

Abstract

Purpose This study aims to examine how local visitors' involvement (IE) and satisfaction (SA) impact their behavioral intentions (BIs) at gastronomic events in developing countries, using the Gouter event in Cairo, Egypt, as a case study. Additionally, it explores the mediating role of SA between IE and BI, offering insights into the psychological and experiential factors driving loyalty in gastronomic event tourism. Design/methodology/approach A quantitative method was employed, using partial least squares structural equation modeling to analyze data from 120 local visitors. Key constructs – travel motivation, gastronomic motivation, socialization motivation (SM), IE, SA and BI – were measured. The Sobel test confirmed the mediating effect of SA. Findings Gastronomic and SMs emerged as the strongest predictors of visitor IE, which in turn enhanced SA and BI. SA partially mediated the IE–loyalty relationship, confirming its central psychological role. The results reveal context-specific patterns among Egyptian festival visitors, whose engagement is driven more by collective identity and cultural pride than by novelty-seeking motives, underscoring the need for authentic, community-based event and branding strategies. Originality/value Despite the growing interest in festival tourism, few studies examine local visitor engagement at gastronomic events in developing countries. This study addresses this gap by empirically confirming the mediating role of SA, grounded in experiential consumption theory, community attachment theory and expectation–disconfirmation theory. The results reveal distinctive behavioral patterns in the Egyptian context, providing practical insights for culturally sensitive event design, enhanced visitor SA, effective branding and the strategic positioning of culinary tourism in emerging destinations.