Manuel Rivera Ph.d. Kelly Semrad Ph.d. Robertico Croes Ph.d. Rosen College of Hospitality Management, University of Central Florida June 30, 2015
Why are we here? Review the tourism experience Assess the overall quality of Curacao s tourism product
Land Activities
Water Activities
Cultural Activities
How is the tourism industry performing? Attractions Hotels Restaurant Transportation
Perceptions of Attractions Satisfaction with choice Emotion and Feeling Adventure/Education Price Fairness Interaction
Tourists Perceptions of Quality
Tourists Perception of Satisfaction
Tourists Perceptions of Price
Tourists Perceptions of Value
Online Reviews (49,523) 16,777 comments about attractions 14,928 comments about beach activities
But, We Have a Performance Gap
Tourists Perceptions of Restaurants
Consumption Patterns
Gastronomy Perceptions Otherness Sameness vs. Otherness Presenting exotic food to the traveler Foodways Focus on how the food is prepared (variety/attractiveness) Cultural, social and economic practices involved with production/consumption of food. Negotiation Strategies Showcasing the product
Restaurant Experience Evaluation Restaurant Experience Disagree Neutral Agree I will buy Curaçao Food products in my hometown 35% 38% 26% I will recommend Curaçao food products to my friends/family 29% 37% 35% Traditional aspects of foods made me feel like an escape from ordinary life 18% 47% 35% The music played in the restaurants entertained me 18% 44% 38% Layout and facilities aesthetics of restaurants were fun and unique to me 20% 40% 40% The service in restaurants was flawless 10% 48% 42% I liked healthy food options offered in restaurants 11% 44% 44% The service in restaurants was prompt 6% 45% 48% Food portions were enough, satisfying my hunger 5% 31% 64% Restaurant employees communicate in various languages 1% 24% 75%
Culinary Experience and Loyalty Dependent Variables Otherness I will recommend Curacao food products to my friends/family 0.610** F o o dways Recommend Cura ca o over other cul i na ry des tina tions 0.605** 0.176* Tell others about Curacao as a culinary destination 0.475** 0.295** Strategies o f N ego tiatio n Encourage friends to visit Curacao -0.222* 0.404** 0.461** I will buy Curacao food products in my hometown 0.617** Return to Curacao for Culinary events/festivals 0.298** Check-in my food experiences in social media 0.397** Plan to visit Curacao in Future 0.345** 0.333** Comment about my food experience in social media 0.360** Independent Variables Post photos about my food experience in social media 0.331** 0.229*
Beverage Descriptors
Food Descriptors
What does potential the market want?
Potential Tourists Future Intentions USA Tourists Image USA Image A trip to Curaçao is worth the money I spend. USA 0.31 A trip trip to to Curaçao Curaçao is would worth not the make money me I look spend. good among friends. 0.31 0.23 A I am trip familiar to Curaçao with would Curaçao. not make me look good among friends. 0.23 0.15 I Curaçao am familiar has a with good Curaçao. image for me. 0.15 0.14 Curaçao Quality of has s ervices a good is image high in for Curaçao. me. 0.14 0.12 Quality A trip to of Curaçao s ervices would is high be in a waste Curaçao. of money for me. -0.11 0.12 A (R) trip A trip to Curaçao to Curaçao would is too be expensive. a waste of money for me. -0.11 0.09 (R) A trip to Curaçao is too expensive. 0.09
Potential Tourists Future Intentions Dutch Tourists Image Netherlands A trip to Curaçao is worth the money I spend. 0.28 A trip to Curaçao would be a waste of money for me. -0.27 Curaçao offers activities that I look for on a vacation. 0.22 I am familiar with Curaçao. 0.11 Curaçao has a good image for me. 0.10
Potential Tourists Future Intentions Venezuela/Colombia Tourists Image Ven\Col I would expect danger to my phys ical well-being in Curaçao. 0.52 ImageI would expect danger to my ps ychological well-being. Ven\Col -0.31 I Curaçao would expect is safe danger and secure. to my phys ical well-being in Curaçao. 0.52 0.19 I Curaçao would expect offers attractions danger to my that psi ychological look for on well-being. a vacation. -0.31 0.16 Curaçao is has safe high and quality secure. touris t products. 0.19 0.16 Curaçao offers has a good attractions image that for me. I look for on a vacation. 0.16 0.12 Curaçao (R) A trip has to Curaçao high quality is too touris expensive. t products. 0.16 0.11 Curaçao has a good image for me. 0.12 (R) A trip to Curaçao is too expensive. 0.11
Opportunities to Improve the Experience
Big take away: Memorable Experience Create Value
Thank you! Manuel Rivera Ph.d. Kelly Semrad Ph.d. Robertico Croes Ph.d. Rosen College of Hospitality Management, University of Central Florida June 30, 2015