LOCAL FOOD ENJOYMENT AND CUSTOMER DELIGHT: KEYS TO REVISIT INTENTION

Abstract

Central Java has long been known as one of the centres of economic growth in Indonesia. One of the largest cities in the region, also known as one of the most popular tourist destinations in the country, is Yogyakarta. This research aimed to investigate the role of local food enjoyment and customer delight on tourists' revisit intentions to Yogyakarta, especially the Malioboro area. This quantitative research used purposive sampling; online questionnaires were distributed to 193 visitors of Malioboro, Yogyakarta. This study utilized PLS-SEM to analyse the data. The results of this research reveal that: 1) Local food enjoyment has a positive effect on customer delight 2) Local food enjoyment has a positive effect on revisit intention 3) Customer delight has a positive effect on revisit intention and 4) Customer delight mediates the relationship between local food enjoyment and revisit intention. Culinary tourism, which promotes local foods, has the potential to improve local community resilience during the COVID-19 pandemic.