Madrigal, G.B.; Gómez, D.J. (Mexico)
The document presented below focuses on the study of the factors that influence tourists’ decisions regarding gastronomic consumption, as a contribution to the commercial success of service providers in a tourist destination in Mexico.
When planning a trip, tourists allocate a specific budget for the activities that will be part of their visit. These activities include expenses such as food, lodging, and transportation. However, setting aside an amount for food and beverage consumption at the destination can become a complex issue, depending on whether the trip is for business, family-related purposes, or if it seeks a gastronomic experience. This latter case refers to what is known as gastronomic tourism, defined by the Committee on Tourism and Competitiveness (CTC) as a tourism activity in which the travel experience is linked to food and related products and activities (UN Tourism, 2024).
On the other hand, according to reports by the Organisation for Economic Co-operation and Development (OECD), when taking a trip, 25% of travelers consider food an important decision-making factor. Among those, 58% are primarily motivated by gastronomy. In this regard, UN Tourism affirms that a high-quality gastronomic concept is a critical variable for achieving the overall satisfaction of visitors, as it creates lasting memories (UN Tourism, 2024).
Based on the above, it becomes relevant to ask: what are the main reasons behind food and beverage expenditures for visitors to tourist destinations in Mexico? Within this context, certain quantitative variables are identified, such as tourists’ income, the percentage of their budget allocated to food and beverages, the price of products, travel frequency, and the number of family members visiting the destination. Qualitative factors include perception, positioning, trends, and the prestige of the destination, all aimed at creating a differentiated gastronomic experience.
Important data for analyzing the commercial behavior of national destinations can be found in the Tourism Activity Report from the Government of Mexico. It mentions the amount of resources allocated by tourists when visiting a destination. For example, international tourists arriving at Mexico’s main airports represented 92.5% of total arrivals in July 2024 (DataTur, 2024). Thus, considering travel frequency as an analytical variable, these destinations will require greater emphasis on differentiating their gastronomic offerings.
López and Sánchez (2012) assert that gastronomy fosters a virtuous combination with tourism through four aspects: attraction, which promotes the location; the product itself, for example, through the creation of gastronomic routes; the experience, which generates indelible memories; and as a cultural phenomenon, supported by the existence of gastronomic festivals and regions rich in folklore and identity.
In relation to the link between a destination’s perception and visitors’ gastronomic consumption, Jaramillo and Luyando (2020) report the opinions of residents in a sun-and-beach destination in northeastern Mexico, considering it a precursor of local and sustainable development. Although it has had positive impacts in terms of income and employment generation, it has also led to increased pollution and crime. These issues are equally relevant, as they represent barriers to the ecological and social development of the destination.
It is worth noting that 30% of international tourists’ spending is allocated to food and beverages. In Mexico, the culinary industry generates an economic spillover of 183 billion pesos annually, and is becoming an art form, as noted by UN Tourism Secretary-General Zurab Pololikashvili during the 6th World Forum on Gastronomic Tourism held in Brussels in 2022 (SECTUR, 2022). This underscores the importance of estimating the expenditure involved in this sector.
Lastly, Olleros (2021) mentions that gastronomy, along with nature, is the main reason for visiting O Grove, a town in Galicia, Spain. Tourists visiting O Grove exhibit a strong gastronomic profile, influencing the broad range of local dining options and positioning food as a core tourist attraction. This aligns with Guzmán-López and Jesús (2011), who state that a tourist destination aiming for differentiation must offer a noteworthy and memorable culinary offering, capable of generating lasting recognition.
Conclusions
Based on the above, it becomes evident that determining the motives involved in travelers’ food and beverage expenditure decisions in Mexico is essential for contributing to the destination’s development. This study highlights the economic relevance of gastronomy and gastronomic tourism, and their potential to serve as drivers of tourism sector growth.
As a contribution to the economic development of destinations, gastronomic tourism should be considered a growth factor, helping to improve the commercial conditions of a location, since it serves as a decision-making element for tourists seeking unique experiences. Additionally, it facilitates linkages among stakeholders involved in the production, transformation, and service of food and beverages, thereby enhancing both economic and sociocultural value.
The implementation of a mechanism based on identifying the variables that determine food and beverage spending during a trip would enable service providers to access first-hand data for decision-making regarding investment, commercial expansion, or adjustments to their gastronomic offerings—grounded in scientific evidence.
Lastly, it is important to emphasize the value of a systematic process that incorporates the study of consumption trends and habits. Such research provides key insights and answers to questions about why people choose to spend specific amounts to satisfy a basic—yet often luxurious—need, depending on the nature of their trip.
