Abstract

Purpose: The study evaluates the complex behaviour of tourists in terms of the formulation of destination image related to its gastronomy. Through the examination of gastronomic image, memorability of experiences and food personality traits such as neophobia and neophilia, the research investigates the chaordic (chaos versus order) systems and provides specific pathways that formulate the gastronomic destination image.

Design/methodology/approach: Using fuzzy-set Qualitative Comparative Analysis (fsQCA), the study examines the chaordic relations amongst memorable tourism experiences, gastronomic neophobia and neophilia, and gastronomic image upon the formulation of destination image. It also includes two grouping variables (nationality [stratified]; age).

Findings: Three sufficient configurations were revealed that can lead to the formulation of destination image, explaining the attributional gastronomic decision-making of holidaymakers. These solutions concern: (i) food personality traits (ii) generated experience, and (iii) gastronomic image.

Research limitations/implications: Despite the need for examining the complexity and the chaordic systems in the gastronomic domain, the lack of a sufficient number of studies employing fsQCA hinders its full potential. The complete lack of gastronomic studies employing this method highlights the necessity of its use for research in the respective field.

Originality/value: This study explores the complexity of how food-related personality traits influence the attainment of memorable tourism experiences and the formulation of gastronomic image, and how the chaordic systems influence the overall image of a destination.