Advances in Consumer Research
Issue 3 : 989-996
Original Article
Exploring Diverse Stakeholder’s Perspectives on the Motivational Factors Influencing Foreign Tourists’ Culinary Engagement with Indian Cuisine
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1
Professor, School of Hospitality, GNA University, Phagwara, Punjab, India | 144401
2
Assistant Professor, School of Hospitality, GNA University, Phagwara, Punjab, India | 144401
3
Assistant Professor School of Hospitality, GNA University, Phagwara, Punjab, India | 144401
Abstract

This study aimed to explore the differences in perceptions among foreign tourists, hotel managers, and independent restaurant managers regarding the motivational factors influencing foreign tourists to engage with Indian cuisine during their visit to India. A structured survey questionnaire was administered to 100 hotel managers, 100 independent restaurant managers, and 202 foreign tourists, with a final valid sample size of 402 respondents. Using the multivariate analysis of variance (MANOVA) technique, the study tested the hypothesis that there was no significant difference in stakeholder perceptions. The findings revealed significant differences in perception among the three groups, with hotel managers attributing the highest importance to factors such as the medicinal value of spices, authenticity, and traditional dishes. Independent restaurant managers emphasized value for money, variety, and pricing, while foreign tourists rated emotional satisfaction as the most influential factor. The study provided insights into the varying priorities of stakeholders, emphasizing the need for tailored marketing strategies to enhance the appeal of Indian cuisine to foreign tourists by aligning services with foreign tourist’s expectations. Future research could explore how cultural backgrounds influence culinary engagement and examine similar patterns in other culinary destinations

Keywords
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