Showcasing Spanish gastronomy through Iberian ham tourist routes.

Iberian ham is one of the flagships of Spanish gastronomy, deeply rooted in Spanish culture. However, its interest as a tourism resource is still scarce, so tourist routes around it have been developed. This study analyses ham tourist satisfaction within these routes using the PLS-SEM path modelling method on data obtained from a own questionnaire. The results provide insightful results about what influences ham tourist satisfaction – socioeconomic characteristics, their bond with Iberian ham, the general tourism and leisure offers, and the relation between both offers – highlighting where stakeholders should pay attention to improve the tourists' experience. • Iberan ham is a reputable Spanish dish. • Iberian ham as tourist resource is underdeveloped. • Socioeconomic characteristics and tourists' bonds with the product are crucial. • Tourism offer comes before leisure offer regarding Iberian ham tours. • There is room for large improvement in these tourist experiences. [ABSTRACT FROM AUTHOR]