In this paper we advocate the study of local food markets to explore fundamental issues about the relationship between these urban tourist attractions and visitors' motivation and satisfaction. Based on a survey in the case of La Boqueria Market in Barcelona, we test direct effect of escape from routine, cultural experience, prestige and food market involvement on satisfaction and also the moderator role of food neophilia in this relationship. We conclude that tourists visiting food markets are motivated mainly by cultural experience and interaction with local producers, while food neophilia plays a significant moderator role.