EXPERIENTIAL TOURISM AND INDIAN GASTRONOMY: AN EMPIRICAL STUDY OF CUSTOMER PREFERENCES IN GRADE-A RESTAURANTS OF PUNE CITY

Abstract

Gastronomy has increasingly emerged as an important component of contemporary tourism, 
with food consumption extending beyond the fulfilment of basic needs to become an 
experiential, cultural and social activity. In urban destinations, premium and Grade-A 
restaurants can contribute to experiential tourism by combining food quality, culinary 
authenticity, service, ambience, presentation, cultural narratives and personalised dining 
experiences. Pune, with its historical identity, multicultural population and expanding 
hospitality sector, provides an appropriate setting for examining these changing consumer 
preferences. This study proposes an empirical investigation of customer preferences towards 
experiential gastronomy in Grade-A restaurants of Pune City. The study focuses on five major 
dimensions: food quality and authenticity, service experience, ambience and sensory appeal, 
cultural and experiential value, and value for money. Customer satisfaction and revisit intention 
are considered important outcome variables. A quantitative, cross-sectional research design is 
proposed, using a structured questionnaire administered to customers who have experienced 
Grade-A restaurants in Pune. Descriptive statistics, reliability analysis, correlation and multiple 
regression are proposed for analysing the data. The study is grounded in the Indian 
gastronomic-tourism literature, which indicates the importance of food quality, creativity, 
convenience, cultural localisation, service and experiential attributes in shaping dining and 
tourism experiences. The research is expected to contribute to the limited empirical literature 
connecting gastronomic tourism with premium restaurant experiences in Pune and to provide 
practical insights for restaurant managers, destination marketers and tourism policymakers.