Exploring local cuisine dining experiences: A multisensory analysis from East Java

Abstract

This study examines the role of multisensory experiences in enhancing tourists’ satisfaction with local culinary experiences and their intention to share these experiences online. It investigates how the interplay of sensory modalities influences tourists’ perceptions and behavioral responses. A quantitative research approach was adopted, employing an online survey with a structured questionnaire. Data were collected from 250 tourists who had tested East Java’s local cuisine, using a convenience sampling method. The relationships between sensory experiences, satisfaction and online sharing intention were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that taste and aroma significantly influence tourist satisfaction, whereas visual, auditory and tactile experiences do not exhibit a direct impact. Furthermore, higher satisfaction levels are positively associated with tourists’ willingness to share their culinary experiences online. This study contributes to the tourism and hospitality literature by highlighting the critical role of taste and aroma in shaping memorable culinary experiences. The findings provide practical insights for restaurant owners and destination marketers, emphasizing the need to design marketing strategies that leverage dominant sensory cues to enhance engagement and encourage electronic word-of-mouth (e-WOM) sharing.