Purpose The purpose of the current study is to profile Orlando and Florida culinary fans and
compare them to culinary critics on several factors, including sociodemographics,
psychographics, and travel behavior characteristics, and to identify potential factors that
explain visitors' tendency to promote or criticize the cuisine of a destination. The study also
seeks to identify the image attributes that explain the likelihood to visit for culinary fans and
critics. Design/methodology/approach Online survey responses from 4,082 participants were …