Research Project: Food and Beverage Impact on Valencia Travel Motive

This research project investigates the impact of food and beverages on travel motives, focusing on Valencia as a case study. The study begins with an introduction highlighting the increasing significance of food and beverages in tourism, with a large percentage of travelers motivated by culinary activities. The rationale underscores the importance of food in enhancing the overall tourist experience and attracting repeat visitors. The methodology outlines the descriptive research design used, along with an inductive research approach and interpretivism philosophy. Primary data was collected through questionnaires distributed to a sample of 20 Valencia customers, with data analyzed qualitatively through thematic analysis. The report aims to understand travel motives, the importance of food and beverage management in Valencia, the interrelation between travel motives and food and beverage management, and to recommend ways to increase travel motives for food and beverage management in the country. The research covers various aspects, including the impact of Valencia's weather, beaches, and cultural events on tourism. The project also includes a detailed timeline and a breakdown of key activities, from literature review and data collection to analysis and final submission, which are critical for understanding tourist behaviors and systematic decision-making in the tourism industry.

RESEARCH PROJECT

Table of Contents
TITLE: ANALYSE OF IMPACT FOOD AND BEVERAGES ON TRAVEL MOTIVE – A
CASE STUDY ON VALENCIA NATION....................................................................................1
INTRODUCTION ..........................................................................................................................1
RATIONALE...................................................................................................................................2
METHODOLOGY .........................................................................................................................3
RESULTS AND DISCUSSION .....................................................................................................1
CONCLUSION AND RECOMMENDATIONS .........................................................................11
REFERENCES..............................................................................................................................13

TITLE: ANALYSE OF IMPACT FOOD AND BEVERAGES ON TRAVEL
MOTIVE – A CASE STUDY ON VALENCIA NATION
INTRODUCTION
Food and beverages are an increasing significant motivator for travel. There are mainly
75% travellers motivated to visit particular destination due to the culinary activity. It is essential
parameter that help to increasing visitors experience as well. 86% respondents are considered
positive food and drinks experience on trip that make likely to return that destination. In addition
to this, income, culinary travellers prioritise their spending on food and beverages that directing
more budget towards food and beverages (Björk and Kauppinen-Räisänen, 2017). There are
several activities considered that related with Valencia nation to increase positive future.
Commercial food and beverage outlets define as the operations which considered for primary
concern.
Furthermore, it is also helpful to analysis eating habits and leisure of customers which is
more important for creative results. In the present research, mainly established market research
considered for the market power. Nowadays, increasing healthy eating, demand for vegetarian,
awareness for hygiene, etc. (Leung, Dickinger and Nixon, 2017). elements helps to produce
organic fresh food in the business environment. Price is also main element that is related with the
food and beverages department. Therefore, in the planning process setting objectives considered
to make decisions to involve staff. There are various strategies in food and beverage
management uses that help to create better productivity and management.
Aim: “To analysis impact of food and beverages on travel motive – A case study on Valencia
nation.”
Objectives:
 To understand the concept of travel motive.
 To implement the importance of food and beverages management in Valencia nation.
 To interrelate travel motive with food and beverages management.
 To recommend ways through travel motive could be increasing for food and beverages
management in the country.
Research questions
 What is the concept of travel motive?
1

 What are the importance of food and beverages management in Valencia nation?
 How travel motive and food and beverages management interrelated with each other?
 What are the ways will you recommend to motive and increasing food and beverages
management in the country?
RATIONALE
Increasing importance of the food and beverages consider younger travellers that make
positive future in the particular industry. Food has always considered as the important
component of tourism that are truly recognised with overall experience for a particular
destination. In today's time tourists are better performed with more culture and well travelled for
new experience (Ji, Wong and Scarles, 2016). This also shaped to traditional destination that are
play important part to attract customers. Tourism is sustainable for several activities such as
commercial and domestic which includes festival, party, etc. In this consideration, different
restaurant, food events, etc. Travel exhibitions also providing ideal platforms for food tourism. In
respect to part of the country, region also stand to attract people towards the specific food and
events.
In Valencia, amazing weather brings attraction of customers. In the country almost in 300
days sunshine can be seen in the country. Temperatures also range between the 25 degree in the
hottest month. In month of August, there is manageable weather could be seen and in January it
is around nine degree. In addition to this, brilliant beaches also exist in the country which
considered terrific to look for more traditional fly and flop holiday. In all over the world,
Valencia is famous fiesta which take place from March 14th to 19th with festivities. In this
consideration, there are several neighbourhoods and fallas something in the streets. In the month
of October, there is townsfolk parade could be seen with time dressed as moors. Ancient
atmosphere also towering over the entrance in the city's historic centre. Further, customers are
more concious about their health so that Valencia provide very health products and services to
attract customers in it. Every person is requires health consideration so that country provide
qualitative food and beverages (Hu and Cole, 2016).
Moreover, knowledge towards the tourists motivations enable to the tourism destination
planners to satisfy needs and demand. In the study, it can be interpret that nature of tourist
motivations and its importance highlight towards the particular destinations. Tourist market also
emphasis for considering further research in systematic manner (Mikulić, Krešić and Kožić,
2

2015). Main purpose of the present study is to find impact of food and beverages on travel
motive. Along with this, it is important to implement the adequate knowledge for the motive that
influence for food and beverages considered effective behaviours of tourist. It could be impact
directly on the decisions tourists. Better understanding for the travel behaviours considered in
systematic manner (Lee, Jee and Jordan, 2015). Travel behaviour and travel motivation
considered important field in the research of literature. Strategies and policies are also developed
and implemented which increasing demand of tourism in Valencia.
Beside this, travel motivation can be considered as the most important psychological
influence of tourist behaviour. It is inner state of a person which accomplish certain needs and
wants of a person. It also forces and act to the particular behave in specific consideration.
Therefore, human sustaining and their energy level frequently used in the premise of motivation.
Tourism subject is also conceptualised as the travel behaviours (Ji, Wong and Scarles, 2016).
This behaviour also impact on the results of interaction with certain personal and environmental
variables on the continuous basis. Specific decisions embrace one or more behavioural intension
that are based on the need and behave in certain ways. As per the defined situation, travel
behaviours predict to evaluate the positive and negative factors that could be influencing
destination choice in Valencia. Motivation plays very important role in decision making process
so that it occurs when certain needs and cannot be meet at home. Motivations also considered
surface when tourists want to satisfy their needs (Björk and Kauppinen-Räisänen, 2017).
METHODOLOGY
Methodology is the useful tool in whole research that assist to identify goals and
objectives in systematic manner. In this consideration, investigation towards the aim considered
with using several aspects (Claps, Svensson and Aurum, 2015). Following are different tools
included in the methodologies to carry systematic research program: Research design: In respect to collect the relevant data, research design play important
role. This is because, appropriate design help to gather systematic activities to develop
more fruitful results at workplace. There are mainly three kinds of research design exist
such as descriptive, exploratory, explanatory (Gray and Malins, 2016). From the above
researcher use descriptive research design that assists to find useful and relevant
information towards the aims and objectives. Furthermore, it considered description of
the data which make creative results at workplace. As results, researcher able to find
3

creative material and ascertain targets at workplace. In depth study will be carry through
using descriptive research design. In respect to follow the research design, researcher
adopt descriptive in which they can describe problem and make solution accordingly.
Therefore, it assists to grasp the opportunities which assists to make systematic results at
workplace. Research approach: There are mainly two kinds of research approaches exist such as
inductive and deductive (Jacobs, Anderson and Halperin, 2014). In respect to develop the
present research, researcher used inductive approach through data could be analysis in
systematic manner. With the help of the inductive approach, the researcher able to
provide useful information towards tourism activities. Therefore, it assists to make
systematic research outcomes through develop different solutions. Research philosophy: In respect to implement the research philosophies there are two
types such as interpretivism and positivism. Researcher used interpretivism because it
helps to find creative results from fresh data. On the other hand, positivism philosophy is
not useful for this consideration (Sigel and Brody, 2014). In respect to considered the
interpretivism research philosophy, researcher able to find collective measurement and
ascertained relevant data towards the research program. In addition to this, effective
functioning also developed which helps to make systematic review of activities. Data collection: It is another important tool that help to find useful information towards
the research in systematic manner. In this consideration, primary and secondary data two
types of information implemented to find creative outcomes in the business. With this
regard, researcher used primary data through they can collect fresh and creative
information towards the aims and objectives (Guinea, Sela and Srivanichakorn, 2015). It
is also useful to measure current study creativity in proper manner. Questionnaire has
been design for it to assess the useful information towards research. Questionnaire design
to get fresh information that are related with recent trends. It will helpful activity to
perform several objectives in the selected areas. This is because, in this way primary data
collected which assists to find useful information towards present selected research. Sampling: It is the systematic tool that assists to find systematic results at workplace. In
this consideration, study will be conducted through distribute equal proportions towards
the all respondents (Mistry, Berardi and Tschirhart, 2015). Simple random sampling
4

method has been used by researcher to asks some questions from Valencia customers. 20
sample size has been taken to find useful information at workplace. On the basis of their
view, whole population outcomes will be develops easily. Data analysis: It is also way that assists to collect data which gather and evaluating as the
prime section. It is the systematic process which assists to develop effective results in the
enterprise. With the help of the qualitative and quantitative research methods, effective
functioning develop at workplace (Claps, Svensson and Aurum, 2015). The present
research considered qualitative data interpretation that support to assess the relevant
information through thematic analysis. Ethical issue: Further, ethical issue also consider prime support for the effective research
program. Evidence are need to be collected to find useful information and outcomes at
workplace. Ethical consideration helps to eliminate risk from the business to develop
more profit and revenue (Jacobs, Anderson and Halperin, 2014). Along with this,
reliability and validity also major concern which need to be focused by the researcher
towards the research. Research limitations: It is also important element that useful to restricted measurement
concerned with time and cost. In this way, different resources are taken on the basis of
scope will be develops easily (Guinea, Sela and Srivanichakorn, 2015). Researcher need
to concentration to breakdown the study.
 Plan and procedures:
Key Activities Week 1 Week
2 & 3
Week4 Week 5 Week
6
Week 7 Week 8
& 9
Week 10
Preparation of
Introduction
Literature Review
Collection of
Secondary
Information
Examination of the
5

Collected Data
Research Design
Research
Methodology
Acquiring Primary
Data
Analysing Primary
and Secondary Data
Conclusion and
Recommendations
Completion of
Leftover Work
Revision and Draft
Final Submission
RESULTS AND DISCUSSION
6

QUESTIONNAIREName: ________
Age: __________
Gender: ________
Question 1: Did you think food and beverages services of a destination plays an important role
in deviating the motives of travel?
Yes
No
Sometimes
Question 2: Do you ascertain the food and beverages habit of a country before visiting any
place?
Yes
No
Sometimes
Question 3: Do you change your travel destination if the requirements of food are not fulfilled
at a particular place?
Yes
No
Sometimes
Question 4: How do you find the food and beverages habits of Valencia?
Satisfactory
Average
Not Satisfactory
Question 5: Will you ever want to visit Valencia solely on the basis of food and beverages
being offered in the country?
Yes
No
Can’t say
Question 6: Will you ever reject the destination based upon the food and beverages being
offered in the country?
Yes
No
7

Can’t say
Question 7: Do you think food and beverages can ever alter your travel destination?
Yes
No
Can’t say
Question 8: Does food and beverages play an important role in promoting tourism of any
destination?
Yes
No
Can’t say
Question 9: As a traveller, do check the feedbacks of other tourists as well, with respect to food
and beverages?
Yes
No
Sometimes
Question 10: Apart from food, do you also focus upon its preparation style that has been
adopted by the destination?
Yes
No
Theme 1 Maximum respondents said that food and beverages services of destination plays
an important role in deviating the motives of travel
Did you think food and beverages services of
a destination plays an important role in
deviating the motives of travel?
Respondents
Yes 18
No 1
Sometimes 1
8

Interpretation: In order to carry the present graph, it can be stated that there are 18 respondents
stated that food and beverages of particular place play important role. This is because, every
customer attracted towards the destination so that they are also looking for food and beverages
quality. Therefore, it is important to look for it as well. Furthermore, there is 1 candidate that
said that he is not looking towards the food and beverages in different nation. Remaining, one
candidate stated that sometimes he looking where he travel. As result, it can be interpret that
Valencia need to focus on the products and services quality to develop effectiveness at
workplace.
Theme 2 People ascertain the food and beverages habit of a nation before visiting any place
Do you ascertain the food and beverages
habit of a country before visiting any place?
Respondents
Yes 17
No 2
Sometimes 1
9
18
1
1
Yes
No
Sometimes

Interpretation: In respect to carry the above graph, it can be interpret that there are 17
candidates they are looking for other people view towards the particular destination. In this way,
they are gathering their views and ideas towards the food and beverages that are offered by
country at a place. Furthermore, it is also helpful consideration that make habit of country before
visiting a particular place. In addition to this, there are 2 candidates stated that they are not
assessing habits of the other people to fulfil their demand and requirement. As results, it impacts
on the performances and outcomes at workplace. Remaining 1 candidate said that sometimes he
looks for the habit of a country before visiting a particular place. From the above description, it
can be stated that maximum people assess habit of country before visiting a particular place in
country. Therefore, country need to make their concentration to know about the business
environment.
Theme 3 Sometimes respondents change their requirement of food that are not fulfilled at a
particular place
Do you change your travel destination if the
requirements of food are not fulfilled at a
particular place?
Respondents
Yes 3
No 4
Sometimes 13
10
17
2
1
Yes
No
Sometimes

Interpretation: In respect to carry the above graph, it can be interpret that there are 13
candidates stated that sometimes they are making changes when country not fulfilled their
requirements. It creates negative impact on the business and outcomes which performed to attract
several customers. Furthermore, there are 4 candidates stated that they are not considering any
changes when their demand and requirements are not fulfilled by the country. Hence, they are
considered as on the satisfaction level. Remaining 3 candidates said that they are making
changes definitely when the travelling business does not fulfil their requirement. As results, it is
important to focus on the systematic results that could be gain for develop more creative
activities at workplace. From the above description, it can be interpret that the company need to
focus on the customer demand and requirement so that they will never change place.
Theme 4 Satisfactory food and beverages habits find in Valencia
How do you find the food and beverages
habits of Valencia?
Respondents
Satisfactory 15
Average 3
Not Satisfactory 2
11
3
4
13
Yes
No
Sometimes

Interpretation: In respect to focus on the above graph, it can be analysis that there are 15
candidates exist those are satisfied from the food and beverages habits of Valencia. With their
satisfaction, creativity will be increasing that help to focus on the systematic results and
outcomes. From the help of these candidates view, positivity will be increasing that make more
systematic results at workplace. Furthermore, there are 3 candidates exist that stated that they are
average satisfied from the food and beverages habits on the particular nation. Therefore, it
impacts negatively on the operations and functions that are carried to develop effective
functioning at workplace. Remaining 2 candidates said that they are not effectively satisfactory
from the business operations and functions that are considered as the important role. Therefore,
country need to implement unique features and characteristics through they can attract several
customers in Valencia.
Theme 5 Respondents not want to visit Valencia solely on the basis of food and beverages
that are being offered in the country
Will you ever want to visit Valencia solely
on the basis of food and beverages being
offered in the country?
Respondents
Yes 2
No 17
12
15
3
2
Satisfactory
Average
Not Satisfactory

Can’t say 1
Interpretation: Furthermore, this graph shows that there are 17 candidates that said that they are
not want to visit Valencia on the basis of food and beverages that are being offered to attract
customers. Furthermore, there are 2 candidates that said that they are visiting place on the basis
of food and beverages. It shows that there are several candidates look towards the food and
beverages that are offers to attract customers. In this consideration, it will help to focus on the
new things that are needed to perform several tasks in the business environment. In respect to
look on the views of remaining people, it can be stated that it cannot be interpret that they are
visit or not to the country on the basis of food and beverages. Therefore, it is important to look
for develop systematic activities at workplace. In this consideration effectiveness also develop in
proper manner.
Theme 6 Respondents reject destination based upon the food and beverages that are being
offered in the nation
Will you ever reject the destination based
upon the food and beverages being offered
in the country?
Respondents
Yes 16
No 2
13
Yes No Can’t say
0
2
4
6
8
10
12
14
16
18
Respondents

Can’t say 2
Interpretation: In order to carry the present graph, it can be interpret that there are 16
candidates reject destination when they are not getting useful and proper information about the
food and beverages. In other words, it can be interpret that there are 2 candidates said that they
are not reject the destination because of food and beverages. It will assist to make proper
concentration on the systematic activities that performed to operate creativity in the business.
With the focusing on the different people view, it said that it assists to develop more systematic
results that are performed in the business environment. On the basis of view remaining people
view, it can be interpret that it cannot be interpret that place need to be changed or not.
Theme 7 Respondents thinks food and beverages can ever alter travel destination
Do you think food and beverages can ever
alter your travel destination?
Respondents
Yes 14
No 3
Can’t say 3
14
Yes No Can’t say
0
2
4
6
8
10
12
14
16
Respondents

Interpretation: From the above graph, it can be understand that there are 14 respondents said
that food and beverages can alter travel and destination in Valencia. Therefore, the country need
to make their focus on the systematic activities that are performed to operate more creative
activities at workplace. In this consideration, it can be said that it will helpful to make several
innovations in the business environment. Furthermore, there are 3 candidates said that food and
beverages cannot alter the travel destination in the business environment. Therefore, it impacts
on the business performance to operate more significant results at workplace. Remaining 3
candidates said that it cannot be interpret that food and beverages can ever alter the travel
destination in Valencia. As results, it can be analysis that it is important to focus on the creativity
and outcomes that ascertain more systematic results at workplace.
Theme 8 Food and beverages are play important role in promoting tourism in any
destination
Does food and beverages play an important
role in promoting tourism of any
destination?
Respondents
Yes 18
No 1
Can’t say 1
15
Yes
No
Can’t say
0 2 4 6 8 10 12 14
14
3
3
Respondents

Interpretation: In order to carry the above graph, it could be interpret that there are 18
candidates exist that said that food and beverages play important role to promote tourism
industry in different areas of the world. In this consideration, it can be said that it is helpful
perspective that need to focus on the customer demand and requirements in travelling businesses.
With the help of concentrate on the customer demand and requirement in food and beverages the
company can get more benefits. It also helpful to make sure that customer demand and
requirements are play important role in travel industry. In addition to this, there is 1 candidate
said that food and beverages never promote to the travelling industry so that Valencia not able to
get systematic results in the business. With concentrate on the each person need and requirement,
the country get several benefits to ascertain systematic results at workplace.
Theme 9 Sometimes travellers check the feedbacks of other tourists as well in the
consideration of food and beverages
As a traveller, do check the feedbacks of
other tourists as well, with respect to food
and beverages?
Respondents
Yes 1
No 2
Sometimes 17
16
18
1
1
Yes
No
Can’t say

Interpretation: From the above graph, it could be interpret that there are 17 respondents said
that as a traveller, customer sometimes need to check about the feedback of tourists. Therefore,
several recommendations can be gain that assists to promote systematic activities and outcomes
in the business environment. Furthermore, it also considered more useful fundamental
consideration that assists to concentrate on the people needs and their requirement easily.
Moreover, there are 2 candidates said that there is no requirement to see about the feedback that
is given by customers towards the travelling industry.
Theme 10 Apart from food, people also focus on the preparation style which adopted by
particular destination
Apart from food, do you also focus upon its
preparation style that has been adopted by
the destination?
Respondents
Yes 15
No 2
Sometimes 3
17
1
2
17
Yes
No
Sometimes

Interpretation: This graph, shows that there are 15 candidates that said that travelling business
need to focus on the other things apart from the food. It will assist to make creative results and
outcomes in systematic manner. In this consideration, Valencia able to deliver more creative
results and performances in all over the world. It is the best way to make sure that creativity in
the travelling industry will be develop in positive manner. Furthermore, there are 2 candidates
exist that said that travelling business has no requires focus on the any other elements to
increasing its creativity at workplace. In this consideration, effectiveness also develop which
help to make more profits and revenue at Valencia.
CONCLUSION AND RECOMMENDATIONS
In respect to carry the above research, it can be concluded that at Valencia, there are
several activities needed that increasing its effectiveness and creativity in proper manner. In this
consideration, food and beverages are major aspects that need to be focused by the travelling
manager. It also assists to develop creativity and performance that make systematic targets and
goals. It will help to make concentration on the customer demand and requirement in systematic
manner to perform several activities. Furthermore, it also considered major aspects which
essentially focused by people to increasing effectiveness of the workplace. In this consideration,
present research describe about the questionnaire on the basis of which researcher asks several
questions from respondents. On the basis of their view, creative results will be generated in the
business environment of Valencia.
In addition to this, it can be articulated that there are several candidates concious about
their health so that travelling business need to make their concentration food and beverages
quality. It will assist to develop target market and ascertain fruitful results in the business. With
18
15
2
3
Yes
No
Sometimes

considered several activities, it has been seen that market demand and development of the
activities also develop in proper manner to ascertain creativity in the business. Along with this, it
can be interpret that in Valencia travelling activities has been promoted through consider
customers feedback in it. It will assist to increase business market share and develop more
creativity in it. It is also fruitful activity that make more systematic targets and goals in the
business environment.
Recommendations
 Promotion of tourism industry: In order to develop systematic results, travelling
industry need to implement promotion of their industry to make more profits and
revenue. In this manner, manager of the organisation need to concentrate on the unique
and creative elements that assists to develop more systematic results at workplace. As
results, it will develop target market easily.
 Consider views of customers towards the business: Furthermore, travelling business
need to implement ideas and views of different customers in the business. It is the best
way to accomplish systematic results in the business.
 Online promotional activities: Online promotional activities are also important
perspective that assists to focus on the creative results at workplace. In this consideration,
different tools and techniques has been promoted that assists to develop view of Valencia
through customer attraction.
19

REFERENCES
Books and Journals
Björk, P. and Kauppinen-Räisänen, H., 2017. Interested in eating and drinking? How food affects
travel satisfaction and the overall holiday experience. Scandinavian Journal of
Hospitality and Tourism, 17(1), pp.9-26.
Claps, G.G., Svensson, R.B. and Aurum, A., 2015. On the journey to continuous deployment:
Technical and social challenges along the way. Information and Software technology,
57, pp.21-31.
Gray, C. and Malins, J., 2016. Visualizing research: A guide to the research process in art and
design. Routledge.
Guinea, J., Sela, E. and Srivanichakorn, S., 2015. Impact oriented monitoring: A new
methodology for monitoring and evaluation of international public health research
projects. Research Evaluation, 24(2), pp.131-145.
Hu, C. and Cole, S., 2016. Comparing expenditure patterns and travel characteristics among NFL
fans with different levels of team identification. Tourism Review International, 20(1),
pp.3-10.
Jacobs, A.K., Anderson, J.L. and Halperin, J.L., 2014. The evolution and future of ACC/AHA
clinical practice guidelines: a 30-year journey: a report of the American College of
Cardiology/American Heart Association Task Force on Practice Guidelines.
Circulation, 130(14), pp.1208-1217.
Ji, M., Wong, I.A. and Scarles, C., 2016. Food-related personality traits and the moderating role
of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57,
pp.387-396.
Lee, S.K., Jee, W.S.F. and Jordan, J.S., 2015. Analysis of attendees' expenditure patterns to
recurring annual events: Examining the joint effects of repeat attendance and travel
distance. Tourism Management, 46, pp.177-186.
Leung, D., Dickinger, A. and Nixon, L., 2017. Impact of Destination Promotion Videos on
Perceived Destination Image and Booking Intention Change. In Information and
Communication Technologies in Tourism 2017 (pp. 361-375). Springer, Cham.
20

Mikulić, J., Krešić, D. and Kožić, I., 2015. Critical factors of the maritime yachting tourism
experience: An impact-asymmetry analysis of principal components. Journal of Travel
& Tourism Marketing, 32(sup1), pp.S30-S41.
Mistry, J., Berardi, A. and Tschirhart, C., 2015. Between a rock and a hard place: ethical
dilemmas of local community facilitators doing participatory research projects.
Geoforum, 61, pp.27-35.
Sigel, I.E. and Brody, G. eds., 2014. Methods of family research: Biographies of research
projects. Routledge.
21