The Authenticity of Traditional Food as a Determining Factor for Loyalty and Satisfaction at an Archaeological Site

Moreno-Quispe L.A.; Hernandez-Rojas R.D. · Heritage (2026) · DOI: 10.3390/heritage9050191

Resumen

Traditional Peruvian cuisine has become a globally recognized experience, but its impact on visitors to the Caral Supe archaeological site—one of the oldest centers of civilization in South America and a UNESCO World Heritage Site—has not been studied. The main objective was to explain the constructs of the perceived authenticity of traditional food, loyalty to traditional food, service quality at traditional restaurants, and tourist satisfaction with visits to archaeological sites, based on the experience economy theory. An explanatory study was conducted using a structural equation modeling approach (PLS-SEM), applied to a sample of 381 tourists who visited the archaeological site and consumed local cuisine at restaurants in the destination of Barranca. The findings confirmed significant relationships among the model’s constructs (p < 0.01). It is suggested that the perception of authenticity of traditional food is a determining factor for loyalty (R2 = 0.743) and a driver of satisfaction with the visit to the archaeological site (R2 = 0.617), which constitutes the study’s contribution. However, the R2 value for the construction of the tourist experience at the destination (R2 = 0.301), the model does not fully capture the complexity of experiential processes at this particular heritage destination, which may depend on emotional, cultural, or contextual variables not included in this study. Satisfaction with the visit to the archaeological site is primarily related to staff attentiveness, the quality of guide explanations, and safety. It is concluded that the interplay between satisfaction with the visit to the archaeological site, the perceived authenticity of traditional food, and the quality of service in restaurants is fundamental to enhancing the experience at the heritage destination, thereby positioning traditional food and archaeotourism. It is recommended that the public and private sectors design strategies aimed at generating authentic and sustainable experiences for visitors, strengthening factors such as the destination’s reputation, the positive image of the site, satisfaction with the trip at the destination, and the positive experience.

Instituciones: Universidad Nacional de Barranca