Food Motivations in a Tourist Destination: North American Tourists Visiting the City of Cuenca, Ecuador

Gastronomy has been established as one of the key elements for the promotion and consolidation of tourist destinations. The current aim is to contribute to the scientific literature in the field of the relationship between gastronomy and tourism in Latin America from the experience affirmed by North American tourists in the city of Cuenca (Ecuador). The methodology is based on a questionnaire presented to North American travelers during their visit to the city of Cuenca. The results show the existence of different segments of tourists in relation to their attitude toward the local gastronomy. Three segments are identified, and depending on their belonging to a certain segment, the tourists have different motivations with respect to gastronomy. Finally, the results permit concluding that the levels of satisfaction of the tourists differ depending on their attitude toward gastronomy, identified by the three segments.