From Baby Boomers to Z: Gastronomic preferences and the generational framework of experience and branding

Tourists' behavior when choosing gastronomic destinations is fundamental for strategic decision making. However, there is a notable lack of studies analyzing how tourists' cognitive and affective perceptions vary according to the generation to which they belong (Baby Boomers, X, Y, Z). A new Generational Experience and Branding Framework is proposed and validated, using different theories of consumer behavior and destination branding, which, combined with variables such as prestige and restaurant atmosphere, allows studying the different perceptions of the generations in terms of attitudinal and situational factors that influence willingness to pay and final payment. Data from 526 tourists who tasted local gastronomy in Extremadura, Spain, revealed significant differences between cohorts. Through SEM, the results show significant differences between cohorts, highlighting the broad perception of attitudinal and situational factors by Generation Z, compared to Baby Boomers. These insights can guide marketers in developing social media strategies that appeal to all generations, enhance regional competitiveness, and boost restaurant profitability of restaurants in Extremadura.