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Impacts of authenticity, degree of adaptation and cultural contrast on travellers’ memorable gastronomy experiences

ABSTRACT Gastronomy is an essential component of the travel experience and isbecoming one of the “best things to do” in many destinations.Impressions gained from local food coupled with tourists’ attitudes can influence the living experience. This paper analyses the extent to whichthe perceived authenticity of local food, the degree of adaptation andcultural contrast determine memorable tourist experiences. Moreover, itproposes the moderating effect of searching for authenticity andadaptation ability. Results from a sample of international tourists whotried a typical dish support the positive effect of authenticity and culturalcontrast on the perceived experience, whereas product adaptationreduces the perception of authenticity and cultural contrast. Authenticityhas a greater effect on experience perception when actively sought bytourists, and individuals are less influenced by cultural contrast whenthey are unable to adapt to different cultures.