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Good Food Creates Lasting Memories and Enhances Holiday Wellbeing

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How Culinary Experiences Shape Travel – and How AI is Transforming Trip Planning

New studies by IMC University of Applied Sciences Krems reveal that culinary experiences influence memories, wellbeing and travel behaviour

Food has long since become far more than simply a pleasant addition to a holiday. It increasingly shapes how deeply and restoratively people experience their trips, how vividly they remember them afterwards, and whether they recommend a destination to others or choose to return. These are the findings of recent research conducted at IMC University of Applied Sciences Krems by tourism researcher Stephanie Tischler, complemented by a Master's thesis by Donya Pernitz examining the impact of generative artificial intelligence on Generation Z's travel planning.

The studies demonstrate that food and drink are becoming increasingly important emotional anchors for travellers. At the same time, artificial intelligence is changing the way, particularly among younger generations, culinary travel experiences are planned and discovered.

 

Stephanie Tischler from IMC University of Applied Sciences Krems researches how culinary experiences shape lasting holiday memories and contribute to travellers' wellbeing. Recent studies also show that generative AI is increasingly transforming travel planning, particularly among Generation Z.

Culinary Experiences as the Key to Memorable and Restorative Holidays

Although current research shows that only around 15 to 20 per cent of visitors travel to Austria specifically because of its culinary offerings, gastronomy nevertheless plays a central role for almost every traveller. What matters is not so much the reason for choosing a destination, but rather the impact of culinary experiences during the stay. These experiences significantly influence how positive, restorative and immersive a holiday is perceived to be, while the memories they create are key drivers of subsequent behaviours such as repeat visits and recommendations.

A new conceptual framework helping to explain this phenomenon is the so-called Memory-Dominant Logic. The underlying idea is that it is not the experience itself that ultimately matters most, but rather the memory of that experience. Moments that evoke strong emotions and engage multiple senses – such as an unforgettable flavour, a distinctive aroma or a unique atmosphere – remain particularly vivid in people's memories. These are precisely the kinds of experiences that make both travel and gastronomy truly unforgettable.

"Culinary experiences engage people emotionally and make a significant contribution to relaxation during a holiday. They combine enjoyment with atmosphere, slower-paced moments and positive memories – and it is precisely this combination that makes holidays memorable, restorative and meaningful in the long term," explains Stephanie Tischler.

Experience Scapes Rather Than Simply Providing Food

The research also shows that successful culinary experiences rarely happen by chance. Instead, they are part of deliberately designed experience scapes – environments in which a variety of elements work together, including the physical setting, sensory impressions, social interaction, regional storytelling and often a consciously slower pace.
A traditional inn, authentic hosts or the story behind a regional dish can together create an experience that extends far beyond simply dining in a restaurant. Particularly noteworthy is that eating and drinking are consistently perceived by guests as highly restorative activities – an aspect that is becoming increasingly important in today's fast-paced world.

"For tourism businesses, this means that gastronomy should not be viewed in isolation, but rather as an integral part of the overall holiday experience," says Stephanie Tischler. "Those who present culinary experiences in an authentic and emotionally engaging way create memories that last."

Generation Z Plans Culinary Trips – with the Support of AI

A complementary Master's thesis at IMC University of Applied Sciences Krems demonstrates the extent to which generative artificial intelligence is already influencing the travel planning behaviour of Generation Z, particularly in relation to culinary travel.
The findings show that AI tools are primarily used during the early stages of planning, providing inspiration for destinations, restaurants and even complete culinary itineraries. Whether searching for street food in Bangkok, trattorias in Rome or vegan cafés in Berlin, many travel ideas now emerge not only from traditional guidebooks but increasingly through AI-powered applications.

Users particularly appreciate the speed, variety of suggestions and ability to receive personalised recommendations in real time. At the same time, travellers remain critical users of these technologies: AI-generated recommendations are rarely accepted without verification but are typically cross-checked against reviews, personal experiences and other information sources.

Overall, the research highlights not only the growing importance of culinary experiences within tourism, but also the profound transformation of digital information search and travel decision-making processes.
 

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