Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions
The increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits. This study investigates the mediating role of customer brand co-creation behavior in the effect of gastronomic experience on revisit int...
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LLC "CPC "Business Perspectives"
2025-01-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21427/IM_2025_01_Purnami.pdf |
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| author | Ni Made Purnami Ni Wayan Mujiati Ayu Putu Laksmi Danyathi Uswatun Siwi Kartika Sari Desak Komang Dea Marcellina Putri Darmada |
| author_facet | Ni Made Purnami Ni Wayan Mujiati Ayu Putu Laksmi Danyathi Uswatun Siwi Kartika Sari Desak Komang Dea Marcellina Putri Darmada |
| author_sort | Ni Made Purnami |
| collection | DOAJ |
| description | The increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits. This study investigates the mediating role of customer brand co-creation behavior in the effect of gastronomic experience on revisit intention among Generation Z café visitors in Bali, Indonesia. Data were collected from 250 respondents via an online survey and analyzed using Partial Least Squares Structural Equation Modeling. The analysis reveals that gastronomic experience has a significant positive impact on revisit intention (β = 0.479, p < 0.05) and customer brand co-creation behavior (β = 0.534, p < 0.05). Additionally, customer brand co-creation behavior positively influences revisit intention (β = 0.380, p < 0.05) and mediates the relationship between gastronomic experience and revisit intention (β = 0.203, p < 0.05). These findings suggest that providing high-quality gastronomic experiences, focusing on food, service, and environment, and encouraging active customer participation in co-creation activities can significantly enhance the likelihood of repeat visits. By fostering deeper customer participation and brand co-creation behavior, businesses can significantly enhance revisit intention, which is essential for long-term success in the competitive culinary tourism sector. These findings contribute to a better understanding of the dynamics between gastronomic experiences, customer brand co-creation behavior, and revisit intentions.
AcknowledgementThis research was funded by LPPM Universitas Udayana, Indonesia with contract number: B/255.108/UN14.4.A/PT.01.03/2024. |
| format | Article |
| id | doaj-art-4556de35009e4a8cac847b04b8490731 |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-4556de35009e4a8cac847b04b84907312025-01-14T12:25:45ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-01-01211263610.21511/im.21(1).2025.0321427Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentionsNi Made Purnami0https://orcid.org/0000-0003-1404-7136Ni Wayan Mujiati1https://orcid.org/0000-0003-1404-7136Ayu Putu Laksmi Danyathi2https://orcid.org/0000-0001-9314-3243Uswatun Siwi Kartika Sari3Desak Komang Dea Marcellina Putri Darmada4Dr, Lecturer, Faculty of Economics and Business, Department of Management, Udayana University, IndonesiaMaster, Lecturer, Faculty of Economics and Business, Department of Management, Udayana University, IndonesiaMaster, Lecturer, Faculty of Law, Udayana University, IndonesiaUndergraduate Student, Faculty of Economics and Business, Department of Management, Udayana University, IndonesiaUndergraduate Student, Faculty of Economics and Business, Department of Management, Udayana University, IndonesiaThe increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits. This study investigates the mediating role of customer brand co-creation behavior in the effect of gastronomic experience on revisit intention among Generation Z café visitors in Bali, Indonesia. Data were collected from 250 respondents via an online survey and analyzed using Partial Least Squares Structural Equation Modeling. The analysis reveals that gastronomic experience has a significant positive impact on revisit intention (β = 0.479, p < 0.05) and customer brand co-creation behavior (β = 0.534, p < 0.05). Additionally, customer brand co-creation behavior positively influences revisit intention (β = 0.380, p < 0.05) and mediates the relationship between gastronomic experience and revisit intention (β = 0.203, p < 0.05). These findings suggest that providing high-quality gastronomic experiences, focusing on food, service, and environment, and encouraging active customer participation in co-creation activities can significantly enhance the likelihood of repeat visits. By fostering deeper customer participation and brand co-creation behavior, businesses can significantly enhance revisit intention, which is essential for long-term success in the competitive culinary tourism sector. These findings contribute to a better understanding of the dynamics between gastronomic experiences, customer brand co-creation behavior, and revisit intentions. AcknowledgementThis research was funded by LPPM Universitas Udayana, Indonesia with contract number: B/255.108/UN14.4.A/PT.01.03/2024.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21427/IM_2025_01_Purnami.pdfbehavioral intentioncustomer participationGeneration Z |
| spellingShingle | Ni Made Purnami Ni Wayan Mujiati Ayu Putu Laksmi Danyathi Uswatun Siwi Kartika Sari Desak Komang Dea Marcellina Putri Darmada Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions Innovative Marketing behavioral intention customer participation Generation Z |
| title | Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions |
| title_full | Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions |
| title_fullStr | Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions |
| title_full_unstemmed | Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions |
| title_short | Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions |
| title_sort | culinary connections the mediating role of customer brand co creation behavior in gastronomic and revisit intentions |
| topic | behavioral intention customer participation Generation Z |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21427/IM_2025_01_Purnami.pdf |
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