Lees, NicholasGreenhalgh, Jill2024-04-232024-04-182024-04-182024-03-182331-1975https://hdl.handle.net/10182/17143Tourists’ gastronomic experiences are integral to their overall travel satisfaction. Understanding the factors influencing tourists’ perceptions of local cuisine quality is crucial. This study explores the development of quality attribute beliefs among tourists unfamiliar with Vanuatu beef. It focuses on credence and experience quality attributes and their evolution through the purchasing and consumption of Vanuatu beef, considering the influence of personal factors on attribute beliefs. Data from 200 tourists in Vanuatu was analysed using factor analysis, means comparison, and multiple linear regression. The results highlight the influence of tourists’ pre-existing beliefs on credence quality attributes, impacting their post-purchase and consumption beliefs. Additionally, personal factors, especially the importance of credence attributes, significantly affect pre- and post-purchase beliefs about experience quality attributes. However, the importance of experience attributes only affects post-purchase beliefs regarding credence attributes. This research provides valuable insights into the formation of tourists’ beliefs about the quality attributes of local cuisine. The findings are particularly significant as tourists’ gastronomic experiences are closely tied to their overall travel satisfaction. Understanding these dynamics is crucial for enhancing tourists’ experiences in Vanuatu and similar destinations.21 pagesen© 2024 The Author(s).beefbeef quality attributescredence attributesexperience attributestourist satisfactionVanuatuJournal Article10.1080/23311975.2024.23336052331-1975ANZSRC::350601 Consumer behaviourANZSRC::350806 Tourist behaviour and visitor experienceANZSRC::350805 Tourism resource appraisalANZSRC::470205 Cultural studies of agriculture, food and wineANZSRC::3507 Strategy, management and organisational behaviourhttps://creativecommons.org/licenses/by/4.0/Attribution