Coastal Gastronomy and Destination Image: a Multidimensional Scaling Analysis of International Travellers about a Tropical Seafood Hub in India
DOI:
https://doi.org/10.62598/JVA.12.1.1.23Keywords:
Destination Image, Gastronomy, Multidimensional Scaling, Tourist Perception, SeafoodAbstract
The study aims to analyse the perceptions of international tourists on coastal gastronomy and its
infl uence in the destination image of Kerala, India. The study adopted a descriptive research design using
a structured questionnaire having semantic diff erential scale with bipolar attributes. Data was collected
from international travellers from three coastal destinations in Kerala using convenience sampling. The data
was analysed using Multidimensional scaling (MDS) technique. MDS develops a 2D perceptual map of the
destination image attributes. The data has an excellent goodness-of-fi t value. The results reveals that Kerala
is strongly perceived as Authentic, Traditional, and Heritage rich destination with an emerging luxury and
international appeal. However, there is a perceptual gap exists between “sustainability” and “authenticity”.
The study contributes to destination image and gastronomy tourism literature by applying Multidimensional
scaling, an advanced data analysing technique to understand the underlying image of a destination
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