Digital Behaviour in Gastronomy Tourism: The Consumption Pattern of Millennial Tourists
Suci Sandi Wachyuni, Tri Kuntoro Priyambodo, Dyah Widiyastuti, . Sudarmadji
Asian Journal of Advanced Research and Reports · pp. 27–40 · Published 26 Apr 2022
10.9734/ajarr/2022/v16i430466Abstract
Aims: This study aims to analyse the consumption behaviour of millennial tourists in gastronomic tours starting from the stages before, during, and after gastronomic tours, especially in the use of information technology. Place and Duration of Study: This research is done in Yogyakarta and Solo between February 2021 and March 2021. Methodology: This research was conducted with a quantitative approach by collecting data using a questionnaire distributed through an online survey. One hundred twenty-two respondents participated and answered thoroughly. The data analysis technique used is Descriptive Statistics and Regression Analysis. Results: This study shows that most millennial tourists use digital media intensely before, during, and after a gastronomic tour. Digital media is used to find local culinary information and share experiences. Other findings show that social media positively contributes to determining local culinary purchasing decisions in gastronomic destinations by 38.5%. Conclusions: Millennial tourists usually use digital media pre-, on-, and post-travel. Digital media is used as a source of trusted information and a tool for determining local culinary consumption. Implications of this Study: This research provides theoretical implications which show that millennial tourists have unique characteristics in every phase of gastronomic tourism. The practical implication of this research is that the findings of this study can be used as suggestions and input for local culinary entrepreneurs to adapt to the digital behaviour of millennial tourists. Entrepreneurs and destination administrators must focus on digital media promotions to effectively reach millennial tourists.
Cited by 8
Sukanya Wareebor, Chompoonut Suttikun, Patcharaporn Mahasuweerachai · Cogent Business & Management · 2025
Ádám Schmutz · Turizmus Bulletin · 2025
Ana Ruby Correa, Aycardo Robayo, Fabián Andrés Llano · International Journal of Gastronomy and Food Science · 2025
Suci Sandi Wachyuni, Kadek Wiweka · International Journal of Travel, Hospitality and Events · 2022
Suci Sandi Wachyuni, Irwanda Wisnu Wardhana, Rella Dwi Respati · Advances in Economics, Business and Management Research · 2023
Wapangkumla Jamir, Aruditya Jasrotia, Sanjeev Kumar · Smart Operations and Enhancing Guest Experience in the Hospitality Industry · 2025
Postgraduate Tourism Studies Programme, Universitas Gadjah Mada, and Sahid Polytechnic, Indonesia, Suci Sandi Wachyuni, Kadek Wiweka · International Journal of Applied Sciences in Tourism and Events · 2023
Suci Sandi Wachyuni, Kadek Wiweka, Tri Kuntoro Priyambodo · Reference Works in Business and Management · 2025
Related research
Article metrics
Real usage data collected on this platform.
0
Page views
0
PDF downloads
0
Outbound clicks
8
Citations
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
No views recorded yet.
Traffic sources
Referring site, by host.
No traffic recorded yet.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.