Digital Behaviour in Gastronomy Tourism: The Consumption Pattern of Millennial Tourists

Aims: This study aims to analyse the consumption behaviour of millennial tourists in gastronomic tours starting from the stages before, during, and after gastronomic tours, especially in the use of information technology.

Place and Duration of Study: This research is done in Yogyakarta and Solo between February 2021 and March 2021.

Methodology: This research was conducted with a quantitative approach by collecting data using a questionnaire distributed through an online survey. One hundred twenty-two respondents participated and answered thoroughly. The data analysis technique used is Descriptive Statistics and Regression Analysis.

Results: This study shows that most millennial tourists use digital media intensely before, during, and after a gastronomic tour. Digital media is used to find local culinary information and share experiences. Other findings show that social media positively contributes to determining local culinary purchasing decisions in gastronomic destinations by 38.5%.

Conclusions: Millennial tourists usually use digital media pre-, on-, and post-travel. Digital media is used as a source of trusted information and a tool for determining local culinary consumption.

Implications of this Study: This research provides theoretical implications which show that millennial tourists have unique characteristics in every phase of gastronomic tourism. The practical implication of this research is that the findings of this study can be used as suggestions and input for local culinary entrepreneurs to adapt to the digital behaviour of millennial tourists. Entrepreneurs and destination administrators must focus on digital media promotions to effectively reach millennial tourists.